Tesco appoints Alex Avisse-Williams as Home & Clothing Digital Director
Tesco has appointed Alex Avisse-Williams as Digital Director for Home & Clothing, following his departure from Marks & Spencer earlier this year after an almost nine‑year stint. Before joining Tesco, he led online experience and performance marketing at M&S, where he helped shape the retailer’s digital strategy.
He said he intends to build on the momentum of the F&F brand’s online direct‑to‑customer launch over the past 18 months. He also praised Tesco’s fulfilment operation, noting that every order he placed for his family arrived on time. Tesco is trialling AIUTA‑powered virtual try‑on technology at its Sandhurst Extra store, letting customers view around 1,500 F&F items via a digital screen. The virtual try‑on screen allows shoppers to either upload a photo of themselves or select a digital model to see how garments fit in different sizes. The trial forms part of a wider F&F refresh that includes new changing rooms, a dedicated service hub, a larger in‑store range and updated signage and lighting. He said he is excited to join Tesco at a time when the F&F brand is gaining traction online and in‑store.
“I've been making lots of orders in recent weeks for the whole family, and every single one has arrived on time, so well done fulfilment operation,” Alex Avisse-Williams, Digital Director for Home & Clothing at Tesco said.
Avisse‑Williams left Marks & Spencer earlier this year after almost nine years, where he served as Head of Online Experience & Performance Marketing. In a LinkedIn post, he said the F&F team has created excitement around the brand and relaunched F&F online direct to customers over the past 18 months. He noted that the F&F team’s work over the past 18 months has created excitement around the brand and prepared the ground for his arrival.
What we know
Tesco appointed Alex Avisse-Williams as Digital Director for Home & Clothing
Avisse-Williams left M&S earlier this year
His stint at M&S lasted almost nine years
He previously held the role of Head of Online Experience & Performance Marketing at M&S
Tesco is introducing new virtual try-on technology for the first time in a trial at its Sandhurst Extra store