Frasers Group launches new digital infrastructure to enhance operations
The new platform will help improve customers’ digital shopping experience by implementing new features like hyper-personalisation, improved product discoverability and refreshed designs
Frasers Group has announced it is investing in enhancing its digital infrastructure to improve its retail operations and ecommerce experience across its sports, premium and luxury brands.
The retailer is teaming up with industry-leading partners including digital product developer ‘And Digital’, innovation experience specialist Valtech, and tech agency Lab Digital to develop a digital platform built on MACH architecture.
The new platform will improve operational efficiencies, helping teams make decisions and predictions on inventory allocation, stock management, product tracking and more. It will help improve customers’ digital shopping experience by implementing new features like hyper-personalisation, improved product discoverability and refreshed designs.
Frasers Group is also working with customer marketing specialists XCM to help it better understand its customers and their demands through a new customer data platform.
Powered by customer analytics and data science, the new platform enables the group to adapt its offering across its brands to increase customer satisfaction and sales.
Brands within the Frasers Group ecosystem will migrate to the new infrastructure, with Sports Direct France, Germany, Denmark and Spain being the first to do so, and further brands will follow in the coming months.
David Clark, chief customer officer for Frasers Group, said: “We are partnering with some of the 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 store and online.”
Luke Ibbeston, managing director of XCM, added: “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.”
