Wilko appoints retailer’s first customer insight chief

wilkoWilko, the family-owned retailer beloved of bargain-hunters across the land, is aiming to put data science at the heart of its customer strategy with the appointment of its first ever customer insights and data director.
The firm, which has been trading since 1930 and now has 418 stores across the UK, has hired Ebiquity client partner Neil Feakins for the role. It is understood that he has worked on the Wilko account while at the agency; he will join the business next month.
Having started his career as a media planner at MediaCom, Feakins has held a number of insight and data roles at financial brands including Comparethemarket.com, Barclays, RBS Insurance, and Churchill Insurance. He has been at Equity since 2013.
In his new role, Feakins will work alongside existing Wilko teams on product and pricing strategies, reporting into Lisa Wilkinson, a third-generation director of the business.
She said: “This is a great appointment for Wilko and further demonstrates our commitment to becoming a business more focused on making products our customers tell us they need. I’m delighted Neil has chosen to join the team and that he will now be even more closely involved in driving our transformation.”

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