Buy It Direct Group has recruited Laura Robertson, former head of trading and CRM from N Brown Group, to lead its new customer loyalty and retention team.
Laura Robertson
Robertson will develop the group’s loyalty strategy and work with peers to deliver a high-quality customer experience. Having spent 11 years at N Brown Group, in addition to positions at Shop Direct (Very) and Matalan, her extensive experience will enable the development of a customer loyalty and retention team which will take the group into its next stage of growth. It is expanding into new categories for both DTC and B2B markets.
Robertson commented: “This is an exciting opportunity and one I’m very happy to be shaping with Buy It Direct, as we get started on the next phase of transformation. I am looking forward to creating a strategy and team to boost retention and loyalty across the BID group of businesses, and increase our performance, as new brands and product categories are sold through the online platforms. Raising the importance of customer experience within the business is a key goal for the team and I am confident we can adopt a customer lifetime value strategy that can drive our long-term growth in the future.”
Nick Glynne, Group CEO at Buy It Direct, added: “Retention has been a neglected part of our business and now that we are covering so many product categories for home and business, we have more opportunities for customers and clients to return and buy from us again. As we head towards £500m revenue, improving our customer offering is a key priority and it contributes to our transformational programme to become one of the UK’s leading brands in online retail.”
“Laura will be building her team over the next few months so there is plenty of career opportunities ahead for our existing staff and for new people to join Buy It Direct in the future.”
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