Molton Brown opens review of data and insight strategy

moltonMolton Brown, the upmarket British fragrance and personal care brand, is launching a review of its data and insight strategy, as part of plans to boost understanding of customer behaviour and find fresh ways to maximise customer lifetime value.

The company, founded in 1971 by Caroline Burstein and Michael Collis and acquired by Kao Corporation in 2005, has appointed The Loyalty People to carry out the review.

The consultancy’s remit covers Molton Brown’s strategic and tactical approach to customer understanding, including the use of customer data, driving actionable insights to maximise their use across the business, more personalised communications and the creation of customer data metrics and dashboards.

Founded in 2018 by former Harvey Nichols head of digital, CRM and international marketing Pete Howroyd, The Loyalty People is a global network of loyalty specialists, enabling clients to create a bespoke team who work in-house, offering services from strategy to implementation and delivery.

The Molton Brown project is being led by The Loyalty People lead associate Sheila Power, who brings over 20 years’ experience designing and implementing loyalty and customer-centric data strategies, having held senior roles at Big Data for Humans and Mastercard-owned 5One.

During this time Power worked on brands including 7-eleven, Cartier, Mountain Warehouse, Saks, Selfridges, Boots UK, Body Shop, and, most notably for this account, she has also previously worked on Molton Brown.

Power commented: “Molton Brown is one of the UK’s most admired brands with an impressive track record in driving customer satisfaction across the business. Working with their brilliant team to deliver a new phase for their data insights programmes is a wonderful opportunity for The Loyalty People.”

Molton Brown global senior CRM manager Emily McInnis added: “We have always run a very customer focused business. But as times and technology change, we need to update the way we manage customer data, and find new ways to capture, understand and make best use of customer insights across our company.

“Working with The Loyalty People means we can tap into the very latest thinking and expertise in this area, and provide our in-house team with an experienced and trusted ‘helping hand’ to achieve our goals. We’re very much looking forward to working with them.”

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