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