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Mothercare to focus on customer loyalty by hiring new director

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Mothercare has appointed a new Global Director of CRM, Loyalty and Insight, Glyn Birchall, who took up the role on 4 April 2016.

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, helping to deliver the Mothercare proposition of "uniting mums (and dads) to take on parenting together".   

Mothercare has over 2.5m 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, having served 25 years across both retail operations and retail marketing. As Global Head of CRM at The Body Shop, Glyn designed, launched, ran and optimised The Body Shop’s CRM programme across company-owned, franchise and sub franchise markets, driving incremental commercial advantage and significantly increasing global sales.

Birchall previously held positions with Adidas Group, Barclaycard and IKEA, where he was responsible for the design, launch and management of the IKEA customer loyalty programme. He also brings agency experience, having worked at global CRM and loyalty agency Quant Marketing.

“I am extremely excited to be a part of the growing Mothercare family and look forward to further developing our approach to supporting parenthood across the globe," said Birchall. "It’s a privilege to join such an iconic brand that is focussed on delivering a truly omnichannel retail business.

“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.”

 

Published on Wednesday 20 April by Veebs Sabharwal

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