Primark has appointed Matt Houston as its new chief customer and digital officer, a strategic move toward increased customer involvement and omnichannel expansion. The appointment unifies the retailer’s Customer and Digital functions under a single, integrated banner, with Houston leading the company’s total customer-facing brand experience.
Previously Primark’s Group Strategy and Digital Director, Houston will remain on the leadership team as he leads the drive to bring branding and operations together across physical and digital channels. Houston was promoted in a move that follows the retailer on strengthening its click-and-collect service across its UK estate—a roll-out in which Houston was instrumental in implementing.
Over the last few years, Houston has spearheaded Primark’s move into digital marketing and guided the re-launch of its customer website, building foundations for a more integrated shopping experience even without full e-commerce functionality.
The retailer added that the integration was to provide a seamless and unified brand presence in every customer touchpoint, stating that this alignment puts the customer at the heart of everything they do.
Interim CEO Eoin Tonge welcomed Houston’s appointment, saying that unifying their customer and digital capabilities makes their brand stronger and will be critical to driving their international ambitions forward. He added that Matt’s knowledge and expertise will enable them to deepen relationships with customers and unlock new opportunities for growth.
Reflecting on his new role, Houston said that it’s a great opportunity to enhance how Primark appears as a unified brand across all touchpoints, and he’s excited to build on what’s been achieved and help lead the next chapter of growth.
