Glyn Birchall joined Mothercare on April 4th as its global director of CRM, loyalty & insight. He will be responsible for developing increased CRM capability, insight and building consumer loyalty to the brand by evolving ways in which Mothercare 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 2.5 million active members on its customer database while its ‘my mothercare’ loyalty programme accounts for 50per cent of all first time expectant mothers in the UK.
Glyn joins Mothercare from The Body Shop, having had a successful 25 year career 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. He 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.
Commenting on Glyn’s appointment, Mothercare Global Brand and Marketing Director Gary Kibble said: “I’m delighted to announce Glyn’s appointment. His extensive experience in building customer relationships with brands will play a key role in delivering a highly personalised Mothercare experience for our parents to guide them through this new and exciting time in their lives.”
Share