Myer Appoints New Chief Digital Officer

Signage outside a Myer retail store in Pitt Street Mall, Sydney on Thursday, March 9, 2012. (AAP Image/Joel Carrett) NO ARCHIVING

Former general manager of Coles Online Mark Cripsey is the new Myer chief digital and data officer, a move which the company says reflects the increasing importance of omni-channel retailing, of digital, and the use of data at Myer.

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In his new role, where he reports to the CEO Richard Umbers his remit also includes IT, along with analytics, supply chain and online retail.

Mark Cripsey

In a statement to the ASX announcing the appointment Umbers said, “Mark’s experience in technology driven retail transformation and his direct experience in ecommerce and multi channel logistics will be important in helping to successfully deliver our strategy.”

According to the company, “The move of bricks and mortar retailers into online is well documented, but less well publicised is the move by pure-play operators into the physical store environment. Tiger Mist (for example)  is a brand taking advantage of the ‘showrooming’ model, showcasing leading edge fashion previously only available online, but now available on the shopfloor of Myer. ”

Tiger Mist is a clothing and accessories brand aimed at 15-25 year old women, the label was created two years ago by two Australian sisters. The Tiger Mist boutique opened eight years ago in Melbourne.

Myers says Tiger Mist was created to fill a much needed gap in the market of affordable, on trend quality styles, and will use its strong online and social media following to target millennials.

Cripsey is also a former Tesco executive having spent several years as the IT director for grocery chain Fresh and Easy in the US.