Meet our Head of Data & Insight

Today we are chatting to Chris Gunning, Head of Data and Insights at *shopt and self-named story-teller!

Hi Chris! Please start by telling us: What is your job title, and what does your role involve?

I’m the Head of Data & Insight at *shopt. My job is all about turning numbers into stories that help the business grow. I take all the data we collect—about customers, sales, and market trends—and turn it into clear insights that help the team make better decisions. Whether it’s figuring out what our retailers really want, improving how we work with brands, or spotting new opportunities, I make sure we’re using data to drive success. Essentially, I help *shopt see the bigger picture through data.

How does your work contribute to the overall success of shopt?

No two days are the same, but my work always revolves around strategy, and innovation. Some days, I’m deep in analysis—looking at trends, retailer behaviours, and performance metrics to uncover insights that shape our next move. Other times, I’m working with different parts of the team, marketing, commercial, operations, development—helping them understand the data and make smarter decisions. A part of my role is also leveraging the latest trends in AI to improve how we work—whether that’s making our operations more efficient and automated, personalising the retailer experiences, or predicting future trends. I also focus on finding new ways to connect *shopt's data across the wider business, making sure insights don’t sit in silos but drive impact everywhere. And of course, there’s always a bit of problem-solving—figuring out how we can improve, innovate, and stay head and shoulders above the competition.

What are your main day-to-day tasks?

“Aligning with stakeholders” sounds like the most corporate non-answer ever but you’d be surprised how 10 people working earnestly and diligently can still end up with a mess that no body wants! The products and services that we put together are surprisingly complex and small differences in perspective, different personalities and approaches can easily create confusion, frustration and missed opportunities to be awesome! Like a Jazz band we can bring out the best by playing with each other and appreciating what we all bring to the party.

Are there any key projects you’re currently working on?

Yes, quite a few! One of the big projects I’m working on is improving how we use AI and automation to make our data work harder for us. We’re exploring ways to use predictive analytics to better understand customer behaviour with regards to buying habits, helping both retailers and brands get the most value out of *shopt.

I’m also focused on the (now not so top secret) CPM Data Strategy integrating our data more effectively across the business with strong governance baked in—ensuring insights flow seamlessly and safely between teams so that *shopt, sales, and operations are all working from the same playbook. Another exciting area is refining our reporting and dashboards, making it easier for everyone to access real-time insights and act on them quickly.

I’m also working my socks off to upskill CPM, shopt and the various data teams around the business to make sure they feel comfortable with using data and reports and how to make confident decisions based on those reports.

How does your work impact *shopt’s customers—both retailers and brands?

At the core of my work is making sure both retailers and brands get the most out of shopt.

For retailers, I help ensure they’re seeing the right offers at the right time in a way that helps them grow their business. By analysing claiming trends and behaviours, we can tailor recommendations that make their experience more relevant and valuable.

For brands, my work helps them better understand their audience—who’s claiming their products, where they are what’s working in their campaigns, and where the biggest opportunities lie. By providing them with clear, data-driven insights, we help them optimise their strategies and connect more effectively with retailers.

For the wider business I am making teams (operations, fieldwork, shopt) work better together by focusing on their strengths and benefitting from each other’s strengths.

Ultimately, my role bridges the gap between data and decision-making, making sure that *shopt and CPM are delivering the best possible experience to both sides of our marketplace.

What’s the most rewarding part of your job?

The most rewarding part of my job is searching through the data picking up and recognising the most excellent folks among our retailers. Since last year May, we’ve been rewarding retailers with our *shopt stars loyalty program and received over 54,000  entries. These folks  are being recognised for deep engagement with brands  on the app. Out of these 54,000 entries there are 10 retailers who have been in almost every single ‘gold’ prize draw! These guys are superstars in my eyes and I cant stop celebrating the value that they bring to *shopt. That Nisa Store in Pulborough congratulations again! You Rock.

Can you share a particular success story or a moment where you made a big difference?

One of the biggest shifts we’ve made recently came from a deep dive into how offers perform over time. We noticed that after about three weeks, engagement with offers dropped significantly—meaning retailers weren’t seeing the same value, and brands weren’t getting the returns they expected.

Instead of focusing purely on volume—pushing out as many offers as possible—we changed the way we think about offers on the app. Now, there’s a much bigger emphasis on freshness, ensuring that offers are regularly updated and tailored to what retailers actually need at that moment.

This shift has led to better engagement, more meaningful interactions between retailers and brands, and ultimately, a smarter, more dynamic approach to promotions on *shopt. It’s a great example of how data-driven insights can reshape strategy and deliver real impact.

Where do you see shopt heading in the next few years?

I see *shopt becoming even more intelligent, personalised, and essential for both retailers and brands. With advancements in AI and data analytics, we’re moving towards a platform that not only connects retailers with the right offers but also predicts what they’ll need before they even realise it.

I expect to see more automation, smarter recommendations, and a deeper integration of data across the business, making shopt an even more powerful tool for decision-making. We’re also likely to expand our partnerships and find new ways to add value beyond just promotions. I see shopt evolving far beyond just offers—it has the potential to become a true retailer assistant, using AI to make running a business easier and more profitable. Instead of just showing promotions, the app could proactively help retailers manage their stock, predict demand, and even suggest smarter buying decisions based on market trends.

In the future, I’d love to see *shopt expanding its services—things like insurance, price comparisons for services and utilities, and other tools that help retailers run their businesses more efficiently. The sky is the limit! With the right technology, we can turn *shopt into an essential business hub that retailers rely on daily, making their lives easier and their businesses more successful.

FUN ROUND!

If your job had a theme tune, what would it be?

‘Enth E Nd’  by Linkin Park—because no matter how hard you try as a data analyst, it’s the entertainers and storytellers that succeed in getting their points across! To be truly fulfilled I’ve had to remix and sample a lot of different styles and work on polishing what I bring as opposed to being a purists in any particular model or algorithm. Also, because my time is a valuable thing.

Describe your job using only 3-5 emojis

🔍🤖🤘💡🚀

What’s your favourite office snack?

 Black Coffee and Peperami!

Thank you to Chris for taking part! If you have any questions for Chris, please email us on marketing@shopt.co.uk.

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