In this episode of Add To Cart, we sit down with Anna Samkova, founder of Albany Advisory and former Group General Manager at Brand Collective, where she led customer strategy for brands like Clarks, Hush Puppies, and Shoes & Sox, helping drive double-digit growth in customer retention. Anna dives into the biggest mistakes retailers make when it comes to customer ownership, data and loyalty and why simply collecting data or running a points-based loyalty program isn’t enough. She reveals why most retailers can’t answer basic questions about their customers, how poor data strategy is costing businesses millions, and why real loyalty is earned—not bought.

This episode was brought to you by: 

Shopify 

Klaviyo

About your guest:

With over 15 years in retail leadership, Anna Samkova helps brands turn customer engagement into long-term profitability. Founder of Albany Advisory and former Group General Manager at Brand Collective, she has led customer strategy for some of Australia’s biggest retail brands. Using her C.L.I.E.N.T. Growth Framework, Anna has helped major retailers increase repeat purchases by 20%, boost CRM-driven revenue and transform omnichannel experiences. A champion of data-driven decision-making, she ensures brands aren’t just collecting customer insights—they’re using them to scale effectively.

About your host:

Nathan Bush is the host of the Add To Cart podcast and a leading ecommerce transformation consultant. He has led eCommerce for businesses with revenue $100m+ and has been recognised as one of Australia’s Top 50 People in eCommerce four years in a row. You can contact Nathan on LinkedIn, Twitter or via email.

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