Glyn Birchall, former head of global CRM at The Body Shop, has been appointed by Mothercare as the new global director of CRM, loyalty and insight.

The role will involve developing increased CRM capability, insight and building consumer loyalty to help parents across all platforms and touch-points.

Mr Birchall’s previous experience includes positions at Barclaycard, Adidas Group and IKEA as well as agency experience at Quant Marketing.

Gary Kibble, Mothercare global and marketing director, 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.”

Birchall commented: “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 focussed 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.”