Malcolm Carter, Marketing and Digital Director at The Entertainer, breaks down how customer data is reshaping their entire business strategy. From shifting to an employee ownership model to redefining how they attract, convert, and retain customers, this episode dives into the real drivers of modern retail growth. Malcolm explains why buying toys isn’t the problem, how experience beats transaction, and what’s actually working across CRM, in-store events, and digital channels. If you’re thinking about customer data, lifecycle marketing, or building a more experiential brand, this is packed with practical insights.