Argos has stepped up its effort to be a digital-led retailer by appointing former Amazon executive Bertrand Bodson to the newly created position of digital director.

The retailer says the hire will help the brand “re-invent” its digital business.

Bodson will oversee the company‘s online and mobile offerings and joins from EMI Music where he was executive vice president for its global digital offering. He reports to managing director John Walden and is a member of the Argos Executive Board.

It is hoped Bodson‘s arrival can help Argos claw back market share in the face of growing pressure from online players such as Amazon and eBay. Argos is beginning its four-year turnaround plan, that was unveiled last year. The plan will see it spend £100m annually to transform itself into a digital-led retailer.

Argos say it will invest in its IT infrastructure to develop its online, mobile and tablet channels in a bid to make them its “primary channels for interacting and communicating with customers”.

The firms four year plan seem to be working after it revealed that like-for-like sales grew by 2.1 per cent last year.

Bodson has previously established Amazon‘s European DVD business, which was later merged into Lovefilm.