Has Coles just made the retail CMO an endangered species?

The appointment by Coles of its very first chief customer officer – replacing the position of chief marketing officer – reveals something quite interesting is happening at the major retailer, Lexer’s David Chinn write.

Coles recently appointed its first chief customer officer (CCO), Amanda McVay, to replace the position of CMO.

The expanded remit may seem like a move away from marketing-driven customer acquisition to retention tactics, however it speaks more to an industry-wide repositioning in the future of retail strategy – and the growing importance of knowing, not presuming to know, your customer.

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