Mothercare appoints Birchall Global Director of CRM, Loyalty and Insight

By

Cajsa Lykke Carlson

Published
Apr 20, 2016

The Body Shop's Global Head of CRM, Glyn Birchall, has left the company to take up the role of Global Director of CRM, Loyalty and Insight at maternity and kidswear retailer Mothercare.

In his new role, which he begun on April 4, Birchall 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.

Birchall's other jobs before The Body Shop include positions with Adidas Group, Barclaycard and IKEA, and he has also worked at global CRM and loyalty agency Quant Marketing.

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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, Glyn 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."

“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.”

Mothercare recently announced its Q4 results, when it said it saw further improvement in the UK, where like-for-like sales rose 2.1% in Q4.