Ecommerce director, Dixons Retail

Jeremy Fennell

Jeremy Fennell succeeded David Walmsley as Dixons’ ecommerce director in August, but although he is new to the role he is no stranger to the electricals group.

Before taking up the position, he had held a variety of posts at Dixons, including international buying director and PC World marketing manager.

Fennell takes the ecommerce reins as the complexities of multichannel become clear.

When Dixons last updated in September, multichannel sales growth was continuing and online accounted for 14% of total sales. However, pure-play ecommerce revenues were down 11% and 16% like for like.

The difference reflects shoppers’ preference for multichannel options, such as click and collect. Dixons chief executive John Browett also said big brands prefer to deal with multichannel businesses over pure-plays because it brings the opportunity to showcase product and deliver service.

Fennell will aim to keep the multichannel top-line rising and remain competitive in a ruthless market online.