Frasers Group to massively revamp digital infrastructure for optimisation

Frasers Group is set to invest in a substantial upgrade to its digital infrastructure across all subsidiaries in an effort to increase operational efficiency and optimise the ecommerce experience for consumers. The investment, a first for the Group, is poised to fuel the next wave of expansion for the conglomerate's Sports, Premium, and Luxury brands.

In conjunction with digital product developer AND Digital, innovation experience specialist Valtech, and tech agency Lab Digital, Frasers Group will initiate the development of an advanced digital platform. The platform, developed using MACH architecture, will entail numerous benefits for stock management, operation-wide decision making, and product tracking. The first to transition onto the new platform will be the Sports Direct branches in France, Germany, Denmark, and Spain, ranging to other territories thereafter.

In addition to operational optimisation, the platform is also expected to augment the online customer experience by employing new features such as hyper-personalisation and enhanced product discoverability. Alongside customer marketing specialists, XCM, a fresh Customer Data Platform will be launched to analyse customer behaviour and tailor the Group's brands accordingly to better meet customer needs, thereby improving satisfaction and boosting sales.

Frasers Group's Chief Customer Officer, David Clark, expressed excitement about the project, stating, "We are partnering with some of the very best minds to build this new digital infrastructure that will make our business more customer-centric and operate more efficiently, while elevating the digital shopping experience for our customers. This is a major project for Frasers, and the significant investment made demonstrates our confidence in our strategy and the strength of our business, as we continue to provide unmatched retail experiences for our customers, both in our stores and online."

Recent developments have seen the Group increase its minority investment and extend its collaboration with XCM to further refine its ecosystem capabilities. Regarding this, Luke Ibbeston, Managing Director of XCM, said, "We are incredibly excited about our strategic partnership with Frasers Group. With our Horizon Customer Data Platform, the opportunity for us both to significantly scale our capabilities across system integration, data science, AI, customer analytics, and the activation of data is huge. All of us at XCM are very ambitious and motivated to make this new partnership all it can be."

Thus, through this strategic partnership and substantial technological upgrade, Frasers Group aims to provide a more personalised and efficiently curated retail and online shopping experience to its global customer base.