Frasers Group is embarking on a transformative journey to overhaul its digital landscape, focusing on enhancing operational efficiency and the ecommerce experience for customers. This initiative marks a pioneering investment for the Group as it aims to fuel further growth.
The Group has forged partnerships with leading industry experts, including digital product development firm AND Digital, innovation experience specialist Valtech, and technology agency Lab Digital. These collaborations are set to create a state-of-the-art digital platform utilising MACH architecture. The advanced platform will streamline operations such as inventory allocation, stock management, and product tracking.
Enhancements to the customer digital experience are central to this investment. New features aimed at hyper-personalisation, improved product discoverability, and refreshed website and app designs are in development. Frasers Group is also collaborating with customer marketing specialists XCM to refine customer understanding and demands through a newly established Customer Data Platform. This platform will leverage customer analytics and data science to tailor the Group’s offerings across its brands, aiming to boost customer satisfaction and sales.
David Clark, Chief Customer Officer for Frasers Group, highlighted the strategic importance of the investment, 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 store and online.”
The digital overhaul will also see Frasers Group’s brands, including Sports Direct’s operations in France, Germany, Denmark, and Spain, seamlessly transition to the new infrastructure, maintaining their individuality while enhancing their digital presence.
Additionally, Frasers Group has recently expanded its partnership with XCM by taking a significant minority investment to enhance its ecosystem offerings further. Luke Ibbeston, Managing Director of XCM, expressed enthusiasm about the strategic partnership, remarking, “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.”
This ambitious digital revamp signals Frasers Group’s commitment to adapting and thriving in a rapidly evolving retail landscape.
