"We can only operate the way we do because our customers enthusiastically embrace the information economy. They share their data with us and we use it respectfully. Specifically, our analysts extract new insights and develop highly personalised experiences that those same customers will really value.

All this comes down to the power and agility of our analytics, which allow us to deliver relevant and pertinent offers all the time. This shows the customer, at every turn, that we know what they want and we know their favoured channels for browsing and buying. We analyse behaviour, model mitigation and re-engagement strategies, run credit risk and monitor customer satisfaction – everything we do uses analytics.

Ultimately, we know our understanding of our customer is absolutely vital to giving them the right experience. This is why, given how successful it’s helped us to become, we will continue to rely heavily on analytics in the future."