Shop Direct has been on a journey moving away from 80 years of catalogue retail heritage to become a pure-play internet retailer. This transition has created a variety of challenges and opportunities around the way that Shop Direct communicates with its customers to avoid churn. In this talk Simon will focus on the challenges faced in moving from a communication strategy based around the timings of production and distribution of catalogues towards a more individually personalised strategy fit for a fast-paced online retailer and the techniques and models used to achieve this goal.