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Senior team expands as CMOStores group eyes further growth

Published: 10 May 2021 - Neil Mead

Ambitious South West-based e-commerce company has expanded its senior team with the appointment of Alan Edmondson as customer experience director.


Alan, a leading figure in marketing and digital transformation, has joined 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, Alan will act as the voice of authority on CMO’s customers, ensuring that they are at the heart of the company’s decision-making; he will ultimately be responsible for customer advocacy within the group.

With a successful career spanning customer experience, retail and digital across Europe and the wider construction materials sector, Alan’s appointment further underlines the company’s ambition to revolutionise the shopping experience of homeowners and tradespeople to become the go-to digital retailer of building materials, with CMO’s seven superstores set to act as a starting point for all good builds.

Commenting on his appointment, Alan 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.

Alan, together with the company’s marketing and e-commerce divisions, will continue to seek out new ways for CMO to connect with customers throughout the lifecycle of their home improvement projects, and to build the company’s reputation to the point that it becomes synonymous with the idea that ‘good builds start here’.

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