Frasers Group, which owns Sports Direct and Flannels, has announced a group-wide overhaul of its digital infrastructure as it invests “to improve the efficiency of its retail operations and the ecommerce experience for customers across its sports, premium, and luxury brands”.

Frasers Group Website Phone

The new digital infrastructure will “enhance” the customer experience

Frasers Group is collaborating with digital product developer AND Digital, innovation experience specialist Valtech, and tech agency Lab Digital, to develop a new group-wide digital platform to improve its retail operations and online customer experience.

Frasers said the “first-of-its-kind” investment will “improve operational efficiencies, helping teams make decisions and predictions on inventory allocation, stock management, product tracking and more”.

The new platform will also help enhance customers’ digital shopping experience with “new features like hyper-personalisation, improved product discoverability and refreshed designs”.

All brands in the Frasers Group ecosystem will migrate to the new infrastructure and retain their individual websites and apps.

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.

David Clark, chief customer officer for Frasers Group, 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.”