This is To Affinity & Beyond; HyperFinity's decision intelligence for retail podcast.

We're back with a new season - focusing on everything customer loyalty.

Loyalty programmes are everywhere in retail these days. But there's one huge hurdle marketing teams consistently face: convincing the finance department that loyalty is worth the investment.

So how do you justify the costs associated with loyalty schemes when your CFO is eyeing that budget line with scepticism?

This episode dives into measurement and how it's the answer marketeers are looking for.

There's more on our website: hyperfinity.ai/loyalty

Resources mentioned in the conversation: https://www.retailgazette.co.uk/blog/2025/04/ms-archie-norman/

This is To Affinity & Beyond; HyperFinity’s podcast about decision intelligence, data science and AI for retail.

In the final episode of season two, we’re looking back at the topics we’ve covered over the last couple of months. Host Peter Denby walks through sound bites from each episode – from demand forecasting and decision intelligence to location planning and 2023’s retail trends.

Resource one: The state of retail in 2023, part one – https://hyperfinity.ai/resources/the-state-of-retail-in-2023-part-one

Resource two: The state of retail in 2023, part two – https://hyperfinity.ai/resources/the-state-of-retail-in-2023-part-two

Resource three: Why is demand forecasting a huge opportunity for retailers? – https://hyperfinity.ai/resources/why-is-demand-forecasting-a-huge-opportunity-for-retailers

Resource four: What is decision intelligence for retail? – https://hyperfinity.ai/resources/what-is-decision-intelligence-for-retail

Resource five: Why should I buy from you? – https://hyperfinity.ai/resources/why-should-i-buy-from-you

Resource six: From data to devotion: How to create loyal customers using analytics – https://hyperfinity.ai/resources/how-to-create-loyal-customers-using-analytics

Resource seven: What’s the future of decision intelligence? – https://hyperfinity.ai/resources/what-is-the-future-of-decision-intelligence

Resource eight: Why should data inform a retailer’s location? – https://hyperfinity.ai/resources/why-should-data-inform-a-retailers-location

Email peterdenby@hyperfinity.ai with your comments and hit subscribe to keep up to date.

Hello and welcome to the final episode in Season One of our podcast, To Affinity and Beyond. I’m Pete Denby, host of the podcast and Co-founder at Hyper.

In this episode I’m going to reflect on 3 things.

1. What we’ve learnt from starting and producing a regular podcast

2. Our most listened to podcast and it’s main highlights

3. 3 key insights from the rest of Season One

As promised in the episode, below is a summary of my favourite podcasts. We hope you enjoy these before tuning back in to Season Two of To Affinity and Beyond!

🎤 How I Built This with Guy Raz
💡 Inspiring stories of ambition, adversity and ultimately huge reward, led by a host who facilities rather than dominates.

🎤State of Demand Gen with Chris Walker.
💡Chris pretty much creates the modern day B2B marketing playbook. Very important and timely podcast.

🎤On Strategy Showcase with Fergus O'Carroll.
💡Deep dive into the strategy behind hugely successful marketing and advertising campaigns. Fergus gives plenty of room for his guests to describe their work in detail.

🎤The Bigger Narrative with Andy Raskin.
💡Discussions with CEOs about the power of strategic narrative. With invaluable contributions from the Andy’s mum.

🎤Product Marketing Experts with Sharebird.
💡Various topics relating to product marketing. E.g. positioning & messaging, product launches, career development. From a passionate community of product marketers.

🎤B2B Marketing Leaders / The DGMG Podcast with Dave Gerhardt.
💡Interviews with B2B tech and SaaS CMOs. Another prime example of a modern B2B marketer.

🎤Seeking Wisdom with David Cancel.
💡Professional and personal advice from a prolifically successful tech entrepreneur.

🎤Sweathead with Mark Pollard, Strategy Friend.
💡The podcast that spawned a massive community of strategists. Mark’s interviews reach the depths most people get nowhere near.

🎤Exponential View with Azeem Azhar.
💡Discussion with leading thinkers about the technology and trends shaping the exponential era, led by an extremely smart host.

🎤Eat Sleep Work Repeat with Bruce Daisley.
💡Work reimagined and improved for the modern age. Running since before the pandemic but even more pertinent now.

🎤Masters of Scale with Reid Hoffman.
💡Advice from an impressive array of guests to help entrepreneurs and ambitious corporate workers scale at speed, hosted by a man who has been there, done it and got multiple t-shirts.

Thank you for listening to our podcast. We’d love to hear your feedback and suggestions for future episodes, so please get in touch with me at peter@hyper-group.co.uk.

Hello and welcome to another episode of To Affinity and Beyond. This week I’m joined by Joel Spence, Director of Growth and Innovation at Serco ExperienceLab.

I’ve known Joel for a few years, since working together for around 12 months at Callcredit, before their £1b acquisition by TransUnion. Joel is the epitome of a modern growth director with a strong focus on customer experience and innovation.

In this episode we talk about how technology and insight drive innovation. Joel shares some great examples to bring the topic to life and I think you’ll find the content really enjoyable and valuable.

Joel’s very active on LinkedIn, posting and sharing some excellent content, so I’d highly recommend connecting to him.

If you’d like to find out more about Hyper and how we use data science and AI to create insight and optimise decision making for consumer brands, please get in touch at peter@hyper-group.co.uk or check out our website at www.hyper-group.co.uk.

So without further ado, let’s get into the episode.

Hi I'm Pete Denby, host of To Affinity and Beyond and Co-founder of Hyper. In this episode we explore the phenomenon that is TikTok. Specially we talk about why it's so addictive, focusing on TikTok's use of data science and AI in their 'For You' recommendations. We explore what sets TikTok apart from other social media platforms and how brands can leverage TikTok to engage customers.

I'm joined by podcast regular and fellow Hyper Director, Tom Hill. Plus Jessie Stuart, Analytics Manager at Hyper, makes her podcast debut. There are shout outs for Leicester and Jessie's Dad, plus we live test our own TikTok video recommendations. Check out the full episode to hear all that and much more.

If you'd like to understand more about Hyper and how we help retailers and brands use data science and AI to improve recommendations and personalisation in their own business, please get in touch via peter@hyper-group.co.uk or check out our website at www.hyper-group.co.uk.

Enjoy the episode.

Hi, I'm Pete Denby, host of To Affinity & Beyond. In this episode I'm joined by podcast newbies Dan Potts and Tom Fothergill plus regulars Damon Bryan and Tom Hill. We explore two of our favourite topics, data & analytics and sport, providing a potted history of how data & analytics has been used by teams over time and where it's being used to gain competitive advantage today.

It's a topic we're passionate about and is clearly becoming a key weapon across multiple sports.

Just don't mention Euro 2020.

If you'd like to learn more about Hyper and how we help clients use data and analytics to understand their customers in order to make unified, customer led decisions, please get in touch at peter@hyper-group.co.uk or check out our website at www.hyper-group.co.uk.

This week I'm joined by Ash Fontana, author of The AI-First Company and Managing Director at Zetta Venture Partners. The AI-First Company is a superb read and succeeds on two levels. Firstly by articulating to executives why their business should become AI first, and secondly acting as a playbook for managers tasked with implementing the steps to becoming AI First.

In the podcast we explore the key themes from the book, such as what it means and takes to be an AI-First Company, exemplars in this space, the concept of Data Learning Effects (DLEs), how to win the war for AI talent and what Ash looks for when investing in AI start-ups.

There are few people to rival Ash in terms of understanding and backing AI first companies, and he talks with great eloquence about the topic here. 

I hope you enjoy the episode.

You can find the book at https://www.theaifirstcompany.com/ and connect with Ash at https://www.linkedin.com/in/ashfontana/.

To Affinity and Beyond is brought to you by https://hyper-group.co.uk/ and you can connect with Pete Denby at www.linkedin.com/in/peter-denby.

Hello and welcome to another episode of To Affinity and Beyond. This week I’m joined by Tony Mooney, widely acknowledged as an expert in fact-based decision making, with an incredible resume building world leading data analytics, insight and decision science capabilities for huge brands such as Sky, Orange and Centrica. I worked with Tony for around 3 years at Sky and witnessed first-hand how his 600 strong team played a massive part in Sky’s meteoric rise as a highly successful media business. In this episode we talk about the single most important role for data and insight…to make better decisions. It’s a fascinating discussion, full of great observations and advice that anyone in a business leadership role or working in D&I will benefit from listening to. I hope you enjoy it as much I enjoyed recording it. You can connect with Tony at https://www.linkedin.com/in/tonymooneyba/ and find a number of useful resources at https://www.decision-box.com/insights. Tony's course, The Essential Secrets of Effective Presentation to C-Suite, is available on Teachable at https://decisionbox.teachable.com/. As ever we'd love to hear your feedback about the show and suggestions for future guests. Please get in touch at peter@hyper-group.co.uk. Enjoy the episode.

I'm joined in this episode by David Mannheim, a leading expert on conversion rate optimisation and experimentation. David shares his views on whether experimentation inhibits or encourages innovation and creativity. We also also talk about a number of his other passions, including Disney, Manchester United and creativity more broadly.

David is a very engaging speaker who talks with authority and care for the topics than mean the most to him. It's a great listen. Enjoy!

You can connect with David at https://www.linkedin.com/in/davidleemannheim/ and find his musings at https://substack.com/profile/9872894-david-mannheim.

In this episode I'm joined by my co-founders at Hyper Group, Adam Barrowcliff, Damon Bryan and Tom Hill. We discuss how to make effective decisions with data science, something we've all lived and breathed through our careers working in retail, consumer brands, data and analytics agencies.

We talk about the status quo, what stops retailers and brands using data science to inform their decisions and how they can overcome these challenges.

There are honourable mentions for Tom's mum and Dominic Cummings plus we debate the merits of a Covid-19 enforced change to how we buy drinks in the pub! Enjoy.

In this episode we welcome Andy Tudor, CEO of Clekt, a data optimisation business. Andy has previously held senior roles with retailers such as WH Smiths, Monsoon Accessorize and Debenhams, which is reflected in his deep understanding of retail and what it takes to succeed in a tough market.

We talk about Clekt and their mission to help organisations drive value from data. We discuss how consumer expectations have changed over time and how data, analytics and technology hold the key to meeting them. And we touch on a subject close to our hearts, the future of physical shopping and our high streets.

As always, if you have any questions about the episode or any suggestions for future guests and topics, please get in touch.

To learn more about Clekt visit https://clekt.co.uk/ or connect with Andy on LinkedIn at https://www.linkedin.com/in/andy-tudor-0b46194/.

For more about Hyper visit www.hyper-group.co.uk or connect with Pete Denby on LinkedIn at www.linkedin.com/in/peter-denby.

In our first full episode we explore affinity analytics and its commercial application. We discuss what affinity analytics actually is and how it can be used in conjunction with other data science techniques, such as attribution and customer need states.

In a highly accessible episode we focus on which major brands are using affinity analytics to create customer insight, deliver exceptional customer experiences and optimise their decision making.

We bust the myth that affinity analytics only relates to marketing personalisation, talking about how major brands such as Netflix, Spotify, Nike, Airbnb and McDonalds and either do apply or have the potential to apply affinity analytics to improve decisions across a range of business areas.

Examples include optimising product range / assortment, pricing, personalisation and supply chain, each one key for retailers and brands to achieve success in a highly competitive market.

The show is hosted by Pete Denby and features his co-founders at Hyper Group, Adam Barrowcliff, Damon Bryan and Tom Hill. They bring their considerable experience working in leading retailers, consumer brands, data, analytics and technology companies to the fore, demonstrating their clear passion for the topic throughout.

We hope you enjoy the show and welcome any feedback or suggestions for future episodes. Please connect through www.linkedin.com/in/peter-denby or peter@hyper-group.co.uk.

Happy listening.

This is To Affinity & Beyond; HyperFinity’s podcast about decision intelligence, data science and AI for retail.

In this episode, we’re covering location planning. Host Peter Denby is joined by Asheeka Hyde, Dunelm’s Head of Trading Analytics, to discuss how retailers use data and analytics to power crucial location decisions.

Resources

Resource one: A retailer’s location often determines its success– https://www.retailgazette.co.uk/blog/2019/09/just-how-important-is-a-retailers-location-location-location/#:~:text=It's%20commonly%20believed%20good%20location,it%20faces%20from%20other%20businesses.

Email peterdenby@hyperfinity.ai with your comments and hit subscribe to keep up to date.

This is To Affinity & Beyond; HyperFinity’s podcast about decision intelligence, data science and AI for retail.

In this episode, we’re going back to our roots. Host Peter Denby is joined by Dr Lorien Pratt, the co-inventor of decision intelligence (DI), to discuss how it came about, why businesses need it, how organisations can get started with DI, and it’s potential for the future.

Resource one: ‘Link’ is Dr Lorien Pratt’s first book on decision intelligence – www.linkthebook.com

Resource two: We produce 2.5 quintillion bites of data every single day – https://www.forbes.com/sites/bernardmarr/2018/05/21/how-much-data-do-we-create-every-day-the-mind-blowing-stats-everyone-should-read/?sh=189f6f8c60ba

Resource three: A survey by McKinsey found only 20% of respondents are confident their business excels at decision making – https://www.mckinsey.com/capabilities/people-and-organizational-performance/our-insights/decision-making-in-the-age-of-urgency

Resource four: ‘The DI Handbook’ is Dr Lorien Pratt’s second book about decision intelligence, which will be published this year – www.dihandbook.com

Resource five: ‘Getting Started with Decision Intelligence’ is Dr Lorien Pratt’s eight-week course on decision intelligence – www.gettingstartedwithdi.com

Email peterdenby@hyperfinity.ai with your comments and hit subscribe to keep up to date.

This is To Affinity & Beyond; HyperFinity’s podcast about decision intelligence, data science and AI for retail.

The key to business growth and success is retaining customers. Join host Peter Denby and Costa Coffee’s Ed Child, as they discuss how data plays a vital role in creating loyal customers.

Resource one: The importance of customer loyalty – https://www.forbes.com/sites/forbesagencycouncil/2020/01/29/the-value-of-investing-in-loyal-customers/?sh=31b68a0921f6

Resource two: Existing customers spend 31% more than new customers and are 50% more likely to try new products – https://www.business2community.com/customer-experience/why-your-existing-customers-are-your-best-customers-02199165

Resource three: It costs anywhere from 5 to 25 times more to acquire rather than retain customers – https://blog.hubspot.com/service/customer-acquisition-study?o=73761&t=1578940954&z=196547&sh=1&_ga=2.55216299.1241445799.1578941068-1887897038.1530105100

Resource four: The benefits of customer loyalty programmes – https://www.indeed.com/career-advice/career-development/benefits-of-loyalty-programs

Email peterdenby@hyperfinity.ai with your comments and hit subscribe to keep up to date.

This is To Affinity & Beyond; HyperFinity’s podcast about decision intelligence, data science and AI for retail.

Tune in as we explore how retail is changing; common archetypes; and the importance of retailers understanding and delivering on their value proposition.

This time, our host Peter Denby is joined by Ian Shepherd, a former executive who led Pan-European retail, consumer and hospitality businesses such as Sky, Game Group and Odeon and UCI cinemas. Ian’s now a retail-focussed NED and Chair and advisor to retailers, investors, and innovative start-ups.

Resource one: Moving Tribes newsletter – https://movingtribes.substack.com/

Resource two: Reinventing Retail, Ian Shepherd – https://www.amazon.co.uk/Reinventing-Retail-rules-drive-profits/dp/1292270772

Resource three: The Average is Always Wrong, Ian Shepherd – https://www.amazon.co.uk/Average-Always-Wrong-real-world-business/dp/0857198122/

Enjoy the episode and hit subscribe to keep up to date.

This is To Affinity & Beyond; HyperFinity’s podcast about decision intelligence, data science and AI for retail.

This episode demystifies decision intelligence; a fast-growing tech category that’s rapidly being adopted by leading retailers. Our host Peter Denby is joined by fellow co-founders Adam Barrowcliff (Chief Data Officer) and Damon Bryan (Chief Technology Officer).

Resource one: Dr Lorien Pratt and Mark Zangari, The New Science of Decision Engineering. Telecom Asia. September 2008.

Resource two: Cassie Kozyrkov’s definition of decision intelligence – https://decision.substack.com/about

Resource three: Alibaba’s top ten technology trends for 2023 – https://www.alibabagroup.com/en-US/document-1549931199227494400

Resource four: Gartner predicts more than a third of businesses will employ decision intelligence in the next two years – https://www.gartner.co.uk/en/information-technology/insights/data-and-analytics-essential-guides

Resource five: Forbes’ definition of decision intelligence – https://www.forbes.com/sites/forbestechcouncil/2022/05/25/is-decision-intelligence-the-new-ai/?sh=51b2f7464e42

Happy listening! If you enjoy the episode, hit subscribe to stay updated.

This is To Affinity & Beyond; HyperFinity’s podcast about decision intelligence, data science and AI for retail.

This time, we’re exploring demand forecasting – a process that’s widely considered imperative to get right in order to run a successful retail business. Our host Peter Denby is joined by fellow co-founder and Chief Customer Officer Thomas Hill.

Resource one: Wikipedia’s definition of demand forecasting – https://en.wikipedia.org/wiki/Demand_forecasting

Resource two: a second definition of demand forecasting, by global fulfilment software ShipBob – https://www.shipbob.com/uk/blog/demand-forecasting/#what-is

Resource three: Amazon is using machine learning to forecast demand – https://www.forbes.com/sites/amazonwebservices/2021/12/03/predicting-the-future-of-demand-how-amazon-is-reinventing-forecasting-with-machine-learning/?sh=7c9c56b01b6b

Resource four: 2015 research by IHL Group found overstocks and out-of-stocks cost retailers across the globe $1.1 trillion in lost revenue – https://retailwire.com/discussion/retailers-suffer-the-high-cost-of-overstocks-and-out-of-stocks/

Enjoy the episode and hit subscribe to stay updated.

This is To Affinity & Beyond; HyperFinity's podcast on decision intelligence for retailers.

This time our host is joined by HyperFinity's Chief Customer Officer, Thomas Hill, for the second of a two-part special. We're focusing on three key retail trends in 2023 and how data and AI can be used to address them. 

This time we'll cover:

1. The rise of the circular economy

2. What's next for department stores?

3. Is it dark days for Black Friday?

Additional resources

• Resource one: Wikipedia's definition of a circular economy: https://en.wikipedia.org/wiki/Circular_economy#:~:text=A%20circular%20economy%20(also%20referred,products%20as%20long%20as%20possible.
• Resource two: Fast fashion is getting faster, with exponential increases in clothing being manufactured and purchased: https://www.fastcompany.co.za/inspiration/fashion-is-wasteful-heres-why-retail-needs-rethink-7f3a2bdc-9f00-489d-989c-61eeccca715c
• Resource three: Retailers like Modern Milkman are leading the way to a circular economy. Their business focuses on eliminating single use plastics, by using modern tech to create a waste-free, circular supply chain: https://themodernmilkman.co.uk/our-mission
• Resource four: Consumers can now rent clothes to wear, with retailers like John Lewis jumping on the trend: https://www.moneysavingexpert.com/shopping/designer-clothes-rental/
• Resource five: Hirestreet is an example of a fashion rental platform: https://www.hirestreetuk.com/
• Resource six: the outlook for department stores is gloomy. Debenhams finally closed its remaining 160 stores in spring 2021 - although the online brand has survived under new owner Boohoo (https://www.bloomberg.com/news/articles/2022-09-16/save-britain-s-heritage-report-highlights-threat-to-uk-department-stores). Meanwhile, John Lewis closed 16 stores during the pandemic (https://www.retailgazette.co.uk/blog/2022/03/john-lewis-boss-no-more-store-closures-despite-soaring-online-sales/#:~:text=John%20Lewis%20also%20traded%20from,would%20close%20no%20more%20stores) and retired its 'never knowingly undersold' price pledge in 2022 (https://www.theguardian.com/business/2022/aug/11/john-lewis-to-retire-97-year-old-pledge-never-knowingly-undersold). Fenwick is closing its 130-year-old New Bond Street department store in 2024 (https://www.bbc.co.uk/news/uk-england-london-63880285).
• Resource seven: Black Friday footfall in the UK was 22% lower than pre-pandemic levels (https://www.theguardian.com/business/live/2022/nov/25/black-friday-retailers-bleak-friday-cost-of-living-strike-amazon-economy-hospitality-business-live).

Hello and welcome everyone. I’m Pete Denby, Co-founder of HyperFinity. This is To Affinity & Beyond, our podcast about decision intelligence, data science and AI. With a particular focus on all things retail and consumer products.

We all know it’s a very turbulent time for retailers, filled with challenges, risks, and opportunities.

Over 2 episodes we’ll explore 6 of the biggest trends we’re seeing in retail. We’ll talk about what they mean for retailers, and, as we’re a data science and AI company, we’ll provide some insight on how data can be used to address each trend.

I’m joined today by my HyperFinity Co-founder and our Chief Customer Officer, Thomas Hill, as we cover 3 big trends.

· The cost-of-living crisis

· The collapse and consolidation of retailers

· And retail media - a new path to retail profit

Enjoy the discussion and hit subscribe to make sure you never miss an episode!

This is To Affinity & Beyond; HyperFinity's decision intelligence for retail podcast.

Join us for a summary of what we've covered in season three, including how to measure loyalty; why you need to explore supplier funding, and whether loyalty pricing is here to stay.

We also round off the episode with our predictions for what's coming next in the world of customer loyalty.

There's more on our website: hyperfinity.ai/loyalty

This is To Affinity & Beyond; HyperFinity's decision intelligence for retail podcast.

Loyalty pricing is a growing retail trend right now. Tesco and Boots are leading the way with highly personalised prices and discounts; reserved for loyalty programme members only.

But with some consumers wary of member pricing, we dive into whether it's a con, or a genuine benefit that's here to stay.

There's more on our website: hyperfinity.ai/loyalty

Resources mentioned in the conversation:

https://assets.publishing.service.gov.uk/media/6749f28975bb645366b3a2a9/Executive_summary__2.pdf

https://www.gov.uk/government/news/groceries-loyalty-prices-offer-genuine-savings-says-cma

This is To Affinity & Beyond; HyperFinity's decision intelligence for retail podcast.

Loyalty schemes are hot right now. Every brand wants one –but the uncomfortable truth is most are haemorrhaging money faster than they’re building genuine loyalty.

58% of consumers don’t even use the loyalty programmes they’ve signed up for - so what’s going wrong? We dive into it in episode six.

There's more on our website: hyperfinity.ai/loyalty

Resources mentioned in the conversation:

https://www.capgemini.com/mx-es/wp-content/uploads/sites/28/2022/12/redefining_loyalty_programs_capgemini_consulting.pdf

https://www.mckinsey.com/capabilities/growth-marketing-and-sales/our-insights/the-new-battleground-for-marketing-led-growth

This is To Affinity & Beyond; HyperFinity's decision intelligence for retail podcast.

When you're building an engaging loyalty programme, you don't have to do it alone.

In this episode, we explain how many suppliers are keen to fund retailers' loyalty programmes - to create stronger brand engagement and improve their understanding of customers. It's a triple win - for customers, retailers and suppliers.

There's more on our website: hyperfinity.ai/loyalty

Resources mentioned in the conversation: https://www.statista.com/statistics/1370352/digtial-retail-media-advertising-spending-uk/#:~:text=In%202022%2C%20digital%20retail%20media,the%20end%20of%20that%20period.&text=Log%20in%20or%20register%20to%20access%20precise%20data

This is To Affinity & Beyond; HyperFinity's decision intelligence for retail podcast.

You’ve got your loyalty programme. You’re dishing outrewards left, right and centre. But you’re still struggling to change customer behaviour.

In this episode, we’ll explain how the answer isn’t to buy another SaaS platform. It's to get the most from your existing tech stack by powering loyalty decisions with strategy and decision intelligence.

There's more on our website: hyperfinity.ai/loyalty

Resources mentioned in the conversation: https://www.mckinsey.com/capabilities/growth-marketing-and-sales/our-insights/the-value-of-getting-personalization-right-or-wrong-is-multiplying

This is To Affinity & Beyond; HyperFinity's decision intelligence for retail podcast.

We're back with a new season - focusing on everything customer loyalty.

Monolithic SaaS platforms promise you the world - but they can't deliver flexibility.

This episode explores composable alternatives to rigid SaaS and uncovers the missing layer in a modern retail loyalty stack.

There's more on our website: hyperfinity.ai/loyalty

Resources mentioned in the conversation: https://softwarecontractsolutions.com/gartner-top-strategic-technology-trends-for-2022/?utm_source=chatgpt.com

This is To Affinity & Beyond; HyperFinity's decision intelligence for retail podcast.

We're back with a new season - focusing on everything customer loyalty.

Ineffective loyalty programmes are a real budget drain. Relying on a one-size-fits-all approach means retailers are missing an opportunity.

This episode digs into decision intelligence and how it can drive real customer behaviour change. We're arguing it's the future of loyalty.

There's more on our website: hyperfinity.ai/loyalty

Resources mentioned in the conversation: [Book] How Brands Grow: What Marketers Don't Know by Byron Sharp

This is To Affinity & Beyond; HyperFinity's decision intelligence for retail podcast.

For episode three, we're joined by Rasmus Houlind, author of 'Hello $Firstname' and Chief Experience Officer at Agillic.

Personalisation can be frustrating. It's been stretched to cover targeting, segmentation, automation and product recommendations - but more often than not, it fails to deliver. Rasmus explains how data alone isn't enough for successful personalisation - it also needs content and strategy.

PS This is our first remote episode and it's complete with video footage, plus some bonus slides.

Resources

You can find the models mentioned in the discussion here: https://www.omnichannelinstitute.com/en/resources

The cards discussed are available here: https://www.omnichannelinstitute.com/en/personalizationcards 

And order Rasmus's book here: https://amzn.eu/d/5yrgx12 

There's more on our website: https://hyperfinity.ai/loyalty

This is To Affinity & Beyond; HyperFinity's decision intelligence for retail podcast.

For episode two, we're joined by Toolstation's Senior Customer Insights Manager, Victoria Pickup.

She explains how retail personalisation is more than just adding a first name to an email. Microsegmentation allows retailers to go deeper and truly treat customers as individuals.

It's not optional. It's expected.

There's more on our website: hyperfinity.ai/loyalty

This is To Affinity & Beyond; HyperFinity's decision intelligence for retail podcast.

We're back for season four. This time, we're interviewing leading retail experts on their views on customer loyalty.

For episode one, we're joined by JD Sports’ Global Customer Director, Chris Chalmers.

He explains how the real power of customer loyalty comes from the data it generates. For years, loyalty has been seen as a cost. But that's changing. The smartest retailers now see a loyalty data strategy as an investment that drives commercial growth.

There's more on our website: hyperfinity.ai/loyalty

This is To Affinity & Beyond; HyperFinity's decision intelligence for retail podcast.

For episode five, we're joined by Sebastian Wangerud, keynote speaker and founder of growth agency SCHMACK.

The best loyalty programmes of 2025 look more like fan clubs than transaction schemes.

Tom and Sebastian explore how loyalty, personalisation and AI are reshaping the relationship between retailers and their customers.

There's more on our website: https://hyperfinity.ai/loyalty

This is To Affinity & Beyond; HyperFinity's decision intelligence for retail podcast.

For episode four, we're joined by Ed Child, Costa Coffee's Global Head of Consumer Data and Digital Analytics.

Everyone’s talking about AI, but few retailers are making it pay its way.

We dive into a how retailers can use AI to drive real commercial results, and explore why most AI projects fail (and how to avoid it).

There's more on our website: https://hyperfinity.ai/loyalty

This is To Affinity & Beyond; HyperFinity's decision intelligence for retail podcast.

For episode eight, we're joined by Thomas Hill, Chief Commercial Officer at HyperFinity.

We're diving into the Retail Loyalty Index 2026; our definitive research into the UK's favourite loyalty scheme in collaboration with Bloomreach and Eagle Eye. The report reveals which programmes drive choice, which drivers convert satisfaction, and how brands can turn loyalty into revenue.

In this episode, we dive into the hows and the whys.

Download the report: ⁠https://hyperfinity.ai/retail-loyalty-index-2026

This is To Affinity & Beyond; HyperFinity's decision intelligence for retail podcast.

For episode seven, we're joined by James Mackenzie, Head of Insights at PZ Cussons.

Customers don't suddenly become loyal at checkout. It happens over time through repeated experiences that feel easy, relevant and worthwhile.

Emotional loyalty like this is rarely conscious - instead, it's instinctive. James talks us through how retailers can nurture emotional loyalty, then activate it.

There's more on our website: https://hyperfinity.ai/loyalty

This is To Affinity & Beyond; HyperFinity's decision intelligence for retail podcast.

For episode six, we're joined by Zsuzsa Kecsmar, Co-Founder and Chief Strategy Officer at Antavo.

Loyalty programmes are evolving - including how we track their performance. Loyalty's in its value era, so measurement can no longer be confined to sign ups and redemptions alone.

Zsuzsa explains what Antavo's latest Global Customer Loyalty Report 2026 tells us about improving loyalty programme performance.

There's more on our website: https://hyperfinity.ai/loyalty

Resources

https://antavo.com/reports/global-customer-loyalty-report-2026/