The Loyalty People supports Molton Brown with CRM revamp


Customer loyalty expert The Loyalty People has announced it has been commissioned to work with Molton Brown on a strategic review of the company’s data and customer insights.

The British fragrance experts will work closely with The Loyalty People to refresh and deepen their understanding of customer behaviour and find ways to maximise customer lifetime value. 

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

Emily McInnis, global senior CRM manager from Molton Brown, commented: ‘We have always run a very customer focused business. But as times and technology change, we need to update the way we manage customer data, and find new ways to capture, understand and make best use of customer insights across our company. Working with The Loyalty People means we can tap into the very latest thinking and expertise in this area, and provide our in-house team with an experienced and trusted ‘helping hand’ to achieve our goals. We’re very much looking forward to working with them.’

The project is being led by The Loyalty People’s non-executive director and lead associate, Sheila Power. 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 some in the beauty and luxury sectors. 

Power 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.