Mothercare appoints global director of customer relationship management

Maternity and baby retailer Mothercare is looking to boost customer loyalty with the appointment of former The Body Shop executive Glyn Birchall as its new global director of customer relationship management, loyalty, and insight.

Birchall joins Mothercare from The Body Shop where he was global director of customer relationship management since 2012, responsibility for designing, launching, running and optimising The Body Shop’s CRM programme across company-owned, franchise and sub-franchise markets.

In his new role with Mothercare, 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.

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.”

Commenting on his appointment, Birchall said: “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. It’s a privilege to join such an iconic brand that is focused on delivering a truly omnichannel retail business.”

Mothercare has more than 2.5 million active members on its customer database and says its ‘my mothercare’ loyalty programme accounts for 50 percent of all first-time expectant mothers in the UK.

Image: Mothercare