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December 22, 2021

M&S names Nordlund first chief digital product officer

Marks & Spencer (M&S) has appointed Krista Nordlund to the newly-created role of chief digital product officer in a move that bolsters its digital and data team.

By Beth Wright

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Nordlund will join M&S on 4 January 2022 as part of chief digital and data officer Jeremy Pee’s team.

In her new role, Nordlund will have business-wide responsibility for accelerating M&S’s digital product capabilities to improve the experiences offered to customers through all digital touchpoints, including the M&S App and M&S.com.

Under its MS2 division, the retailer has recently grown its active online customer base to be what it claims is one of the largest in the UK, supported by active M&S App users growing by over 50% this year, and the relaunched Sparks loyalty scheme now having grown to 14m.

Currently chief product officer at US digital rentals marketplace RentPath, Nordlund is an experienced digital leader who has over 15 years of product experience, including consumer-facing brands such as USA Today, Expedia, and US Airways.

“Online and mobile increasingly represent how more of our customers are choosing to shop with us today so it’s vital we deliver fast, easy and personalised experiences for our customers every time, and Krista’s experience will play a huge part in helping us build our digital capabilities as we shape the future of M&S,” Pee says.

Nordlund adds: “It’s a great time to be joining M&S as increasing numbers turn to online shopping and the business builds its omnichannel offering, and I see a huge opportunity to support the next phase of our transformation by taking the digital experiences we offer customers to the next level.”

The retailer’s MS2 division has been behind a roll-out of third-party brands online and in larger stores in recent months in a bid to broaden appeal and grow online sales.

As part of this Brands at M&S strategy, the retailer recently took a 25% stake in eco-conscious womenswear brand Nobody’s Child and will launch the brand in selected stores next year.

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Free Report
img

How is technology having an impact on Consumer buying behavior?

As the world rapidly becomes more connected, it is important for brands to understand the impact that improved technology is having on consumer purchasing behaviors. To react effectively, brands must know how to engage with increasingly digitally savvy consumers. GlobalData’s latest Trend Tracker report provides an analysis of Digital Lifestyles – one of GlobalData's top consumer trends for 2022. The report includes an overview of how digital lifestyles are evolving, including the significant impact that the COVID-19 pandemic had on accelerating digitalization, and how this trend is emerging across different Consumer sectors. Key features included in the report:
  • A breakdown of the trend’s prominence across sectors
  • Insights into consumer online penetration, preferred electronic devices and engagement
  • The key drivers and challenges impacting the digital lifestyles trend
  • A spotlight on key innovations set to reshape the consumer landscape
  • Analysis of what’s next for digital innovations and how brands can leverage the trend
Download this report to keep in touch with the more digital consumer.
by GlobalData
Enter your details here to receive your free Report.

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