Mothercare has recruited The Body Shop's global head of customer relationship management (CRM), Glyn Birchall, to run its loyalty and insights operations.

Under the title of global director of CRM, loyalty & insight, Birchall will be looking at ways of boosting customer loyalty and engagement at the UK's largest parent and baby products retailer.

Mothercare has over 2.5 million active members on its customer database while its 'My Mothercare' loyalty programme is used by a significant proportion of expectant parents in the UK.

Offering an indication of why he took the role, Birchall said: "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."

At The Body Shop, Birchall designed, launched, ran and optimised the retailer's CRM programme across company-owned, franchise and sub-franchise markets. Prior to joining the beauty and wellbeing retailer, he worked for retailers and major brands such as Adidas, Barclaycard and Ikea.