has expanded its senior team with the appointment of Alan Edmondson as its new Customer Experience Director.

Edmondson joins the building products and DIY retailer as it looks to cement its ambitious growth plans following a highly successful year in 2020, which saw the CMOStores Group acquire Ipswich-based Total Tiles.

In the newly-created role, Edmondson will ensure that CMO’s customers are at the heart of the company’s decision-making; he will ultimately be responsible for customer advocacy within the group.

Together with the company’s marketing and e-commerce divisions, he will seek new ways for CMO to connect with customers throughout the lifecycle of their home improvement projects, and to make the company synonymous with the idea that ‘good builds start here’.

Commenting on his appointment, Edmondson, whose career spans customer experience, retail and digital across Europe and the wider construction materials sector. said: “I have long been an admirer of CMO and have seen its transformation into one of UK’s most innovative and forward-thinking digital retailers, so I am excited to be a part of that journey now, working with the company to drive the next phase of growth as we cement customer at the heart of our ambition.” has won awards for its innovative approach to customer service and user experience, most recently taking the gong for ‘best use of marketing technology’ at the 2020 Construction Marketing Awards for its implementation of an AI product recommender tool, which saw recommended product purchases double in the time after its introduction.