Mothercare is ramping up its direct marketing strategy with the appointment of its first global director of CRM, loyalty and insight.
Glyn Birchall will be responsible for developing increased CRM capability, insight and building consumer loyalty to the brand by evolving ways in which the maternity retailer can support parents across all platforms and touch-points.
The company has over 2.5 million active members on its customer database while its ‘My Mothercare’ loyalty programme accounts for 50% of all first-time expectant mothers in the UK.
Birchall joins Mothercare from the Body Shop, where he spent four years, during which time he designed, launched, ran and optimised the Body Shop’s CRM programme.
He previously held positions with Adidas Group, Barclaycard and Ikea, where he worked on the roll out of the Ikea Family loyalty programme. He also brings agency experience, having worked at global loyalty agency Quant Marketing.
Birchall said: “Becoming a parent for the first time is one of the most personal and memorable moments in people’s lives and creating a personalised customer experience for parents is a unique and rewarding opportunity.
“I want the millions of mums and dads who interact with us on a daily basis to know that we really understand their needs and are with them every step of the way on their parenting journey.”
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