Frasers Group is to develop and enhance its group-wide digital infrastructure creating a “cutting-edge platform” for its ever-growing retail empire.

In a “first of its kind investment” for the group, it said the aim is to “improve its retail operations and online customer experience” across brand websites and apps, while improving stock management and operations across across its Sports, Premium, and Luxury brands.

First on the upgrade agenda will be Sports Direct’s operations in France, Germany, Denmark and Spain, migrating to a new platform, with others territories to follow.

“Driving the next stage of growth for the business, Frasers is teaming up with key partners including with digital product developer AND Digital, innovation experience specialist Valtech, and tech agency Lab Digital, to develop a “cutting-edge” 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 said.

The platform will also help improve customers’ digital shopping experience by implementing new features such as hyper-personalisation, improved product discoverability and refreshed designs.

Frasers 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 platform enables the group to adapt its offer across its brands “to increase customer satisfaction and sales”.

David Clark, Chief Customer Officer for Frasers Group, said: “This is a major project 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.”

Recently, the group made a “significant minority investment” and expanded the scope of its workstream with XCM to further enhance its ecosystem offer.