WHSmith has moved to an AI-driven, cloud-based data and analytics platform to support its growth and international expansion.

The retailer has signed a ten-year partnership with technology firm Xiatech to implement the new system.

The AI-powered platform aims to boost savings for WHSmith by increasing visibility across the value chain, creating a single view of data sets and automating key processes.

Another objective of the technology is to support the British retailer in responding faster to market threats as well as spotting new opportunities in the market.

“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,” said Lyndon Hearn, group chief information officer, WHSmith. “We are excited to partner with Xiatech whose innovative integration, data and analytics platform offers us rapid feedback and insights from across our business, helping us 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.”

Last month, WHSmith announced the launch of a new food brand that is available across 300 of its UK travel stores.

The retailer said that food is one of the “key reasons” that customers shop at WHSmith when travelling, with over 11 million meal deals sold each year.

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