The ready-to-wear brand at low prices Primark appointed Matt Houston to the post of customer and digital director. This is the first time that these two functions have been combined.
Matt Houston partially succeeds Michelle Mcettrick, who held the post of customer director, a newly created role three years ago during her appointment.
The decision to merge the customer and digital management teams comes while Primark seeks to establish a “clear and coherent brand experience on all customer channels and contact points”, as indicated by a press release.
Referring to this decision, the acting CEO, Eoin Tonge, said that the grouping of these two roles would create “a stronger and more integrated function, which will open new perspectives for the Primark brand and play a key role in stimulating our international growth”.
So far, Matt Houston held the position of director of the Primark Group’s strategy and digital technology. He mainly supervised the implementation of the retailer’s digital functions and directed the strategy of this department.
Among its missions: the overhaul of the customer website and the development of the “Click and remove” service from Primark, which should be deployed in all the United Kingdom stores by the end of the summer.
Matt Houston said he was enthusiastic about occupying this new double role, which represents an “excellent opportunity to strengthen the way in which we present ourselves as a unique brand at each point of contact”.
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