Personalisation is about using the right data intelligently, says N Brown

Laura Darling, director of retail trading at N Brown Group, discusses not using AI for the sake of it; sponsoring Joe Marler’s podcast; and why high-quality data investment is just as important as channel investment.
The size-inclusive fashion etailer has “made data a strategic priority”.
“It’s what helps us to understand what different customers need and respond in a way that feels genuinely useful,” explains Darling. “That means more personalised