Building loyalty that lasts, by putting people first
The CRM Collective is a Scotland based consultancy focused on making CRM simpler, more human and more effective.
We help brands turn first purchases into loyal customers through smarter use of data, journeys and owned channels.
For founders and growing businesses, that means cutting through the noise and focusing on what actually drives retention without needing big teams or budgets.
For established teams, it is about working smarter with what you already have and building the right foundations for future growth.
Alongside this, we are building a community of people working in CRM, loyalty and retention. A space to share ideas, learn from each other and raise the standard of how brands approach customer relationships.
A bit about me
I’m Emma, founder of The CRM Collective.
I have spent the last decade working in CRM and loyalty within retail and ecommerce, most recently leading this space at schuh. During that time, I helped grow and evolve THE SCHUH CLUB into a key driver of customer retention and revenue, with the work recognised at the Drapers Awards for Best Use of Technology.
What I love about CRM is that when it is done well, it doesn’t feel like marketing. It feels like a brand that really understands its customers.
That is what I focus on. Helping brands build smarter, more thoughtful journeys that turn first time buyers into loyal customers. Not just through strategy, but through practical, hands on support that actually works day to day.
The CRM Collective is built to make CRM feel simpler, more human and more effective for the teams behind it.
Our Mission
To make CRM simpler, more human and more effective for the people behind it.
Contact us
Interested in working together? Fill out some info and we will be in touch shortly. We can’t wait to hear from you!