It is one of the biggest retail groups in Australia - and with a customer database so rich, it has set up an internal agency to mine in.
The September edition of Ragtrader provides a fascinating insight into how one of the country's most influential retailers is using big data to change the retail playing field.
The edition is available for download on iTunes here.
What does the powerbroker part of this revolution have to say about these data miners?
"They are really pushing their noodle to come up with ideas that are out of the box to support the brands - they are analysts and database managers.
"They’re responsible for mining the data on behalf of the brands and mining them for insight into our customers, and how we can more effectively market to her.”