Frasers Group is embarking on a digital transformation aimed at boosting the efficiency of its retail operations and enhancing the online shopping experience across its sports, premium, and luxury brand websites and apps. Described as a “first of its kind” initiative, the retail powerhouse views this investment as pivotal to fueling its future growth trajectory.
Collaborating with digital product developer AND Digital, innovation experience specialist Valtech, and tech agency Lab Digital, Frasers is spearheading the development of a digital platform grounded in Mach architecture. This platform is envisioned to streamline operational processes, empowering teams to make informed decisions and forecasts regarding inventory management, allocation, and product tracking. In addition to operational enhancements, the new platform promises an enriched digital shopping journey for customers, leveraging features such as hyper-personalization, enhanced product discoverability, and refreshed designs.
Furthermore, Frasers has enlisted the expertise of customer marketing specialist XCM to leverage a new customer data platform, facilitating deeper insights into customer preferences and demands. This initiative will enable Frasers to tailor its offerings across its brands, thereby amplifying customer satisfaction and driving sales. The rollout of the new platform will commence with Sports Direct operations in France, Germany, Denmark and Spain, with plans for further expansion across additional brands in the near future.
David Clark, Chief Customer Officer at Frasers Group, emphasized the strategic importance of this initiative, 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.”
