Dive Brief:

• Crate and Barrel Holdings announced Monday that it tapped Jason Booth to serve as its chief technology officer. 
• Booth, who started his new position on Monday, will enhance the company's customer experience by acquiring, developing and implementing new technology. Booth will be further integrating e-commerce and in-store operations and modernizing the company's supply chain.
• Booth most recently served as the vice president of technology at Nike and brings more than 25 years of expierence into his new role, per the announcement.

Dive Insight:

With the COVID-19 pandemic shifting spending online, retailers and brands have been increasingly paying attention to who is in charge of their digital and omnichannel operations.

In addition to Crate and Barrel, other companies, including HBC, Tailored Brands, Boosted Commerce and Hodinkee, have recently appointed executives to oversee their digital strategy.

Though the coronavirus pandemic has changed consumer spending habits, research suggests that an omnichannel approach will be critical for reaching consumers in the post-pandemic economy. Estimates from Forrester project 72% of U.S. retail sales will occur in physical stores through 2024, but more than half of consumers said they prefer trying out new brands by shopping online. 

Besides hiring a new CTO and turning attention to its digital strategy, Crate and Barrel has made other significant moves. In July 2020, the company appointed Janet Hayes as its new CEO after the former chief executive Neela Montgomery announced plans to step down. A few months ago, it partnered with Shinola to create a collection of 115 pieces of furniture and accessories priced between $24 and $4,299.

"Hiring a leader in retail technology is key to delivering a modern, customer-focused experience," Janet Hayes, CEO of Crate and Barrel, said in a statement. "We are excited to welcome Jason to the team, he shares our modern mindset of a customer-focused culture and provides solutions that connect people to our brands in order to create a home with purpose."