WHSmith picks AI platform for data-driven retail boost

WHSmith has signed a major deal to implement a new data and analytics platform to support the acceleration of the business’ growth and international expansion.

Pitched as the world’s first “composable hyper-integration platform”, Xiatech’s AI-powered Xfuze will be used to create a real-time, hyper-connected business by integrating the system landscape and creating a single view of trusted data (including customers, sales, product, inventory).

The ten-year partnership is designed to support the retailer’s operations and decision-making across its global business.

WHSmith chief information officer Lyndon Hearn said: “As a business operating in more than 30 countries around the world, we are always looking at how we can consistently deliver the best possible experience for our customers, no matter where they shop with us.

“Xiatech’s integration, data and analytics platform will offer us rapid feedback and insights from across our business, helping us to stay connected to the needs of our colleagues, customers and suppliers and helping us to always be there for every one of life’s journeys.”

Xiatech chief executive Jonathan Summerfield added: “Our Xfuze platform will enable WHSmith to become a data first retailer using integrated systems, data and processes that, ultimately, improves customer experiences.

“We are honoured to have been chosen to power the retailer’s travel, high street and international business including its digital tr
ansformation for years to come.”

The moves comes as WHSmith has reported a significant fall in growth for the 13 weeks ending June 1 2024, with group revenue rising 5% in Q3 FY2023/24 versus a +23% during the same period in 2022/23. This performance was on top of having already seen group revenue fall into single digits in its interim results to February 29 2024.

However, GlobalData retail analyst Tash Van Boxel said: “Though growth has slowed in the period, it is still impressive amid the double-digit comparative figures seen in its travel arm in the previous year.

“Indeed, the slowed momentum is due to the post-pandemic travel boom, where passenger numbers recovered. Going into the summer, WHSmith is in a prime position to benefit from consumers’ travel plans, with holidays and events abroad forecast to grow, having been inhibited by the cost-of-living crisis in 2023.”