Phones 4u is restructuring its retail and direct businesses to deliver a more integrated approach.
The move will see Andy Leadbetter, head of ecommerce and telesales at Phones 4u, report to Scott Hooton, commercial and trading director.
A Phones 4u spokeswoman said: ‘This will help to put ecommerce at the vanguard of our business along with retail, reinforcing our multi-channel approach to product launches.’
The spokeswoman said the restructuring is prompted by closer co-operation between the two divisions on product launches earlier this year.
She explained: ‘Our direct business continues to grow, and 2011 has been a great success so far. Much of this success has come from closer cooperation between our retail and direct businesses. This has been very visible to our manufacturer partners who value our integrated approach to product launches.’
The spokeswoman pointed to the recent launch of the Nokia Lumia, which saw Phones 4u adopt a multi-channel strategy.
‘Phones 4u was the first retailer to have (Nokia Lumia) live devices in all stores on the 26 October, where we not only made the device available to pre-order online from that day, but in our stores too.
'Our online marketing matched the messaging of our in-store marketing and the whole campaign adopted a multi-channel approach to launching the new Windows Phone.’
She added: ‘To build on the success this more integrated approach has delivered, we will be investing in and further improving that integration and collaboration between the two businesses.'