“Invest only in features that create incremental impact”

The Mindbox interview goes beyond the headline: it explains how a 20-person CRM and loyalty team works with product and engineering, how ideas pass through experiments, and why personalized pricing was used to extend a classic loyalty program rather than replace it.

It is grounded in concrete numbers: OneRetail customers had a 40% higher average ticket in the cited period, experiments ran with control groups, and the backlog held around 80 candidate features, only some of which moved into development.