Frasers Group is overhauling its digital infrastructure to improve the efficiency of its retail operations and elevate the ecommerce experience across its sports, premium, and luxury brand websites and apps.
The retail giant said the “first of its kind” investment will support the next stage of growth for the business.
Frasers has teamed up with digital product developer, AND Digital, innovation experience specialist Valtech, and tech agency Lab Digital, to develop a digital platform built on MACH architecture.
It said the platform will improve operational efficiencies, help teams make decisions and predictions on inventory allocation, stock management and product tracking.
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The new platform will also improve customers’ digital shopping experience by implementing new features like hyper-personalisation, improved product discoverability and refreshed designs.
Frasers has also partnered with customer marketing specialist XCM to help it better understand its customers and their demands through a new customer data platform, which will support the group adapt its offering across its brands to increase customer satisfaction and sales.
It said Sports Direct France, Germany, Denmark and Spain will be the first markets to move over to the new platform, with further brands to follow in the coming months.
Frasers Group chief customer officer David Clark said: “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.”
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