WHSmith orchestrates data on Xiatech analysis platform

WHSmith uses the Xfuze analytics platform from technology provider Xiatech to digitalise business processes. The British retailer operates stores for magazines, books and travel goods in 30 countries. As part of a ten-year contractual partnership, the company is using the solution to integrate its system landscape and gain standardised access to all customer, sales, product and inventory data.

The project is aimed to optimise business processes grounded on consistent and reliable data and to gain a better basis for decision-making. In this way, the company also intends to accelerate its international growth.


With help of the London-based specialist’s AI-based Xfuze platform, WHSmith wishes to achieve greater transparency across key processes along the value chain as well as transforming and automating them. The company expects to reduce costs and be able to react more quickly to market requirements this way.

Machine learning automates system integration

Xfuze promises to accelerate transformation of business processes by integrating data from disparate applications on a single platform in real time. To achieve this, it utilises ready-made Smart Connectors that can extract and feed both structured and unstructured data from different systems. The Digital Integration Hub orchestrates the systems via the cloud, enabling business applications to communicate in real time.

A central repository that is updated in real time serves as a single source of data across the entire organisation. Using artificial intelligence and machine learning, the platform enables advanced analytics and predictions. These can be used in all business areas via ready-made and user-specific dashboards. In the retail segment, C&A, Ahold and Amazon have deployed the Xfuze platform. Order management specialist OneStock is one of Xiatech’s partners.

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Joachim Pinhammer

Joachim Pinhammer supports retail and technology companies with consulting and marketing expertise. He was Senior Analyst and Research Director Retail Technology at the London-based analyst group Planet Retail. Prior to that, he was the global marketing director for the retail division of Wincor Nixdorf (now Diebold Nixdorf). Joachim Pinhammer is a regular speaker at events organised by Messe Düsseldorf (EuroShop and EuroCIS), the EHI and further industry conferences. His reports are regularly published by trade magazines and online retail industry media.

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