Nicola Dickson, Trading and Optimisation Manager at Moss, joins Will Laurenson to discuss how experimentation, customer psychology, and ecommerce strategy shape the online shopping experience for menswear customers. They explore successful CRO tests, failed search experiments, AI-powered personalisation, and the challenges of selling higher-value products online. Nicola also shares how Moss is approaching customer retention, content strategy, and one of its biggest-ever brand campaigns aimed at attracting new audiences across the UK. This episode offers practical insight into balancing conversion, customer confidence, and long-term brand building in modern retail.