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Mothercare appoints global director of CRM, loyalty and insight

Mothercare has appointed Glyn Birchall as global director of CRM, loyalty and insight.

GENERAL MERCHANDISE

Mothercare appoints global director of CRM, loyalty and insight

Birchall has joined the retailer from The Body Shop where he was head of global CRM with responsibility for the retailer's CRM programme across company-owned, franchise and sub franchise markets.

His previous experience includes 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 has agency experience, having worked at global CRM and loyalty agency Quant Marketing.

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.”

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

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