Primark appoints Matt Houston to Chief Customer and Digital Officer role following Click and Collect push

Matt Houston has taken on the role of Chief Customer and Digital Officer at Primark.

He was most recently Group Strategy and Digital Director, establishing the retailer’s digital function and leading the delivery of its strategy. This included growing the digital marketing team, relaunching Primark’s customer website and bringing a Click and Collect service to all UK stores.

In his new role, he will be accountable for the end-to-end customer brand, uniting the Customer and Digital teams into one integrated function. The aim here is to ensure a clear, consistent brand experience across all channels and customer touchpoints.

Eoin Tonge, Interm CEO at Primark, says: “Bringing together our customer and digital teams creates a stronger, more integrated function that will unlock new opportunities for the Primark brand and play a key role in driving our international growth. Matt’s deep understanding of our business model, combined with the experience he brings from leading the Digital team, will help us build even stronger connections with our customers, creating value and accelerating growth”.

Houston says:: “I’m excited to step into this role at such a pivotal time for Primark. Bringing together our Customer and Digital teams is a great opportunity to strengthen how we show up as one brand across every touchpoint. I’m looking forward to building on the strong foundations already in place to deepen customer engagement and help drive our next phase of growth.”

2025 RTIH INNOVATION AWARDS

Omnichannel retail will be a key focus area at the 2025 RTIH Innovation Awards.

The awards, which are now open for entries, celebrate global tech innovation in a fast moving omnichannel world.

Our 2024 hall of fame entrants were revealed during an event which took place at RIBA’s 66 Portland Place HQ in Central London on 21st November, and consisted of a drinks reception, three course meal, and awards ceremony presided over by comedian Lucy Porter.

In his welcome speech, Scott Thompson, Founder and Editor, RTIH, said: “The event is now into its sixth year and what a journey it has been. The awards started life as an online only affair during the Covid outbreak, before launching as a small scale in real life event and growing year on year to the point where we’re now selling out this fine, historic venue.”

He added: “Congratulations to all of our finalists. Many submissions did not make it through to the final stage, and getting to this point is no mean feat. Checkout-free stores, automated supply chains, immersive experiences, on-demand delivery, next generation loyalty offerings, inclusive retail, green technology. We’ve got all the cool stuff covered this evening.”

“But just importantly we’ve got lots of great examples of companies taking innovative tech and making it usable in everyday operations - resulting in more efficiency and profitability in all areas.”

Congratulations to our 2024 winners, and a big thank you to our sponsors, judging panel, the legend that is Lucy Porter, and all those who attended November's gathering. 

For further information on the 2025 RTIH Innovation Awards, please fill in the below form and we will get back to you asap.