Graze.com has hired former Expedia executive to help the e-tailer improve its mobile offering.

Former vice president of customer marketing, mobile and loyalty for Hotels.com, Clive Peoples, has been appointed to the role of chief commercial officer.

At Expedia, Peoples was responsible for building a multi-billion dollar mobile and loyalty business, and increasing customer spend via mobile devices – resulting in over a third of bookings now made on mobile.

Meanwhile, over 60% of the Graze's web traffic comes from mobile devices and Peoples will address consumer demand for an increasingly integrated mobile experience.

Clive Peoples said: "Winning a place in customers’ smartphones is key to double digit growth in ecommerce, and what attracted me to graze is the enormous potential of a true multi-channel food business. Graze is already forging the way for the food industry, reporting an impressive number of customers interacting via mobile, giving them a fantastic opportunity for future growth. I know of no other food business better placed than Graze to take the lead in this growing mobile market."

Graze launched in 2008 as an online business which delivered healthy snacks directly to customers. The e-tailer then launched a line of snack products in retailers, including Sainsbury's and Boots in 2015.

Graze's CEO, Anthony Fletcher, added: "Graze has always been at the forefront of innovative technology, and we’ve taken this pioneering attitude beyond our pure play roots and placed it at the heart of our multichannel strategy.  Investing in different channels allows us to experiment with the best ways to reach existing and new customers, and Clive’s guidance can make us a leader in mobile within the food industry. It’s all part of our ambition to leverage our different channels to better explore consumer behaviour and customer journeys. We’re experiencing huge demand from customers on the go and on their mobiles, and we need to satiate these cravings to achieve our goal of becoming the number one healthier snacking brand in the UK."