Waitrose has promoted Alex Murray, the head of its online commercial trading team, to manager of web and multichannel development.

In his new position, Murray will be responsible for driving the strategy and development of Waitrose’s digital channels.

Murray joined Waitrose in 2009 as head of its online Wine Direct business before adding management of online commercial trading to his responsibilities a year later.

He brings 11 years of e-commerce experience to his latest appointment. Prior to joining Waitrose, Murray headed up the online business at Game, where he oversaw a complete redesign of the retailer’s website in 2007.

Murray also has previous grocery experience, having spent six years working for wine merchants Berry Bros & Rudd, where he played a key role in the launch of its online wine club and wedding service.

His appointment comes as Waitrose steps up its focus on developing a multichannel approach.

Later in the year, the upmarket supermarket will launch its first mobile apps for online grocery shopping.

It is also expanding the number of stores that offer John Lewis products via Click & Collect.

This week, The Grocer learned the number of Waitrose branches offering the service will be doubled over April and May to 194 - providing a way for people unable to sign for bulky parcels during the day to pick up their online purchases at a more convenient time.

Over the year following the relaunch of its e-commerce site in March last year, Waitrose experienced a 34.5% increase in orders.

However, many shoppers have complained about the usability of the site. The IT team has had to make numerous improvements to it, especially in relation to search and navigation.

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