Littlewoods and Very owner Shop Direct has hired its first customer director who will help drive its aim of developing the world’s best personalised website.

Dene Jones, former chief marketing officer at gambling site Full Tilt Poker, has joined the online shopping giant and will report into Shop Direct retail and strategy director Gareth Jones.

Gareth Jones said the role was “pivotal” for the business, which has put personalisation at its core.

He said: “Dene will help us deliver a great customer experience that is a cornerstone of our strategy and within that will help us do personalisation. He’ll be helping turn the unique data we have from our customers built up through our 80 year history and will turn them into customer insights.

“We’re going to use that unique data to give the customer the right shop for them.”

Gareth Jones said that it had looked to the gambling sector as it was “further ahead in personalisation” than retail.

Dene Jones, who is a fellow of the Royal Statistical Society and the Institute of Direct and Digital Marketing, was previously director of marketing at digital entertainment giant