What does it really take to build lasting customer value? In this episode, we sit down with Anna Samkova, digital strategist, transformation leader and consultant to some of Australia’s biggest retail brands. With two decades of experience in CRM, loyalty, and omnichannel growth, Anna shares the hard-won insights that separate short-term wins from long-term impact. She unpacks the client growth framework she uses to help brands harness data to deliver smarter, more human engagement across every touchpoint. This chat is packed with sharp takes on what’s working in retail today and where leaders are still missing the mark.