The Loyalty People support Molton Brown with CRM revamp

Written by Lorna Burt

8th June 2020 


Customer loyalty experts The Loyalty People have announced today that they have been commissioned to work with Molton Brown on a full strategic review of the company’s CRM programme.  


The British ‘bath, body and beauty connoisseurs’ will work closely with The Loyalty People to refresh and strengthen their CRM strategy, as they aim to secure a deeper understanding of customer behaviour and find ways to maximise customer lifetime value.


The Loyalty People’s remit covers a full review of Molton Brown’s strategic and tactical approach to CRM, including how the company uses customer data, driving actionable insights to maximise their use across the business, more personalised communications and the creation of customer data metrics and dashboards.


The project is being led by The Loyalty People’s Non-Executive Director and Lead Associate Sheila Power, who will work closely with the Molton Brown team on site to add her expertise and insight to the in-house team.


She brings over 20 years of experience designing and implementing loyalty and customer-centric data strategies for retailers to the project, having worked with some of the world’s largest brands, including in the beauty and luxury sectors.


Sheila commented: "Molton Brown is one of the UK’s most admired brands with an impressive track record in driving customer satisfaction across the business. Working with their brilliant team to deliver a new phase for their data insights programmes is a wonderful opportunity for The Loyalty People.”


The Loyalty People was founded in 2018 by former Harvey Nichols Head of Digital, CRM and International Marketing, Pete Howroyd. The business allows clients to access a global network of loyalty specialists and create a bespoke team of experts for any loyalty project, providing the highest levels of insight and expertise in-house – from strategy to implementation and delivery.