In a step towards creating an omin-channel experience, Westfield Group has appointed a chief digital officer to oversee the development of the shopping centre group’s online and digital media strategy.

Kevin McKenzie, a digital media entrepreneur, has more than 16 years’ experience in internet, mobile and product development, and will lead the integration of Westfield’s shopping centres around the world with emerging digital technology as well as examine new business development opportunities.

The co-chief executive of Westfield Group, Steven Lowy, said the new appointment to lead Westfield’s digital technology team reflected a more concerted effort by the group to integrate its well-established and growing existing shopping centre business with new technology.

He also said that while retail was the dominant feature of Westfield malls the role of dining, entertainment and other lifestyle factors was increasingly important in making the centres exciting and vibrant places to visit.

“We are determined to do more in this area and use digital technology to make the entire experience easier, more fun and more interactive for our retailers and shoppers,” he said.

McKenzie will report to Steven Lowy and will be a member of the Group’s Global Executive Committee. He will be principally responsible for setting and implementing the long-term digital strategy through each of Westfield’s markets.