He said: “Ideal is essentially a ‘TV shopping channel’ but multi-channel customers are the best customers. The internet sites are a great opportunity for Ideal.” He said Ideal could learn lessons from the BBC’s iPlayer and, for instance, enable customers to watch product demonstrations on demand.
Hancox joins Ideal from home shopping specialist Otto and succeeds Andrew Fryatt. He will take up his role on November 3.
Numis analyst Andy Wade said that Hancox’s appointment was encouraging and “an excellent fit given Hancox’s home shopping background”.
He added: “Probably just as important, it brings a fresh pair of eyes and some best practice.”
Last month Ideal issued a profit warning. Its full-year profits are not expected to exceed last year’s£6.3 million.