Danish variety store Flying Tiger Copenhagen has extended its data management platform deal as part of plans to drive its global “incremental digital transformation”.

The deal, which expands on an existing four-year agreement with tech firm Xiatech, aims to help the retailer service 100 million customers by 2025.

Flying Tiger Copenhagen currently operates more than 900 stores around the world.

The move will include expansion across the retailer’s growing network of franchise and owned stores, with the technology "revolutionising" the way it uses data.

Through the expanded deal, the retailer will also embed AI-driven analytics and process orchestration throughout the organisation.

The technology has been rolled out to facilitate the speedy development of a number of digital features across e-commerce, PIM, loyalty, Scan & Pay, and fulfilment centres.

Doug Gardner, chief information officer at Flying Tiger Copenhagen said that its decision to expand the deal was because of the "innovative composable integration and data management capabilities" which will drive the company's "ambitious growth plans for years to come."

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