Harrods has appointed Caitlin Innes to the new role of digital and strategy director.

She moves from the position of director of digital commerce at Burberry, and will now oversee the luxury department store’s online trading, digital marketing, customer insight and loyalty teams.

Innes has also been tasked with driving Harrods’ omnichannel strategy, and "identifying key commercial opportunities that will drive trade as well as looking to the future and diversifying revenue streams", according to a statement.

During her seven years at Burberry, Innes held a variety of senior positions across digital strategy and business development. Prior to joining Burberry in 2012, she worked for asset management firm Lazard.

“Harrods is re-imagining the bricks and mortar store, investing in its digital offering and developing its people,” commented Innes. “The opportunity to work with the team in bringing all these facets together, in order to deliver is truly unique.”

Harrods managing director Michael Ward added: “Digital plays a key role in our ongoing commitment to investing in customer experience, both in terms of both in terms of pure commerce and discovery.”

In February, Harrods invested in its e-commerce strategy via a partnership with Farfetch’s Black & White service, using its platform and technology infrastructure to drive digital sales.

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