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