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John Lewis hires customer insight director

John Lewis has appointed its first customer insight director.

Paul de Laat, who has previously held similar roles at Thomas Cook, O2 and Vodafone, will take up his new role with the retailer on January 2, 2013.

De Laat will report directly to John Lewis chairman Charlie Mayfield and will be responsible for increasing the businesses customer insight capabilities and will help develop greater shopping behaviour across John Lewis and Waitrose.

“Customer insight is an increasingly sophisticated area and a central part of part of modern retailing,” said Mayfield.

“Paul’s appointment to this newly-created role demonstrates our commitment to understand every aspect of our customers’ shopping behaviour, across both John Lewis and Waitrose, so that we can enhance the service we offer to customers.”

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