Oliver Spark talks Customer Data, Growth Levers and Retail Lessons from The White Company

In this episode of Retail is Detail, Jamie Hamer is joined by Oliver Spark, founder of Sweet Analytics and former CEO of The White Company, where he grew the business from £6m to £50m. Oliver shares the five levers of e-commerce growth he’s developed from his retail career, why customer data is the first lever every brand should master, and the critical metrics he believes too many retailers overlook.From lifetime value versus average order value, to the “magic spreadsheet” that shaped his growth strategy, Oliver gives a candid view on what it really takes to scale. He also talks about the pitfalls of channel cannibalisation, why marketing spend should never be fixed as a percentage of sales, and his belief that paid digital agencies will soon be obsolete.