When it comes to understanding customers, Anna Samkova is in a league of her own. As the founder of Albany Advisory and former Group General Manager at Brand Collective, she has spent over a decade helping Aussie retailers harness customer data, refine retention strategies and build truly customer-centric brands. Now, she’s using her expertise to help businesses uncover who their customers really are and how to turn that knowledge into long-term growth.
In this ep of The Checkout, we stepped into Anna’s world, covering everything from the tech she can’t live without to the retail brands nailing customer experience right now.
Anna Loves a Functional Purchase
When it comes to online buys Anna likes to keep things smart and practical. One of her most recent online purchases was a tofu press. “I thought that just pressing it with a towel wasn’t good enough, so I bought a specific press for it. I am vegetarian, so I do eat a lot of tofu. So game changer. ” she says.
She also purchased a herb keeper that extends the life of fresh produce. “It keeps parsley, rosemary, and mint fresh for weeks,” she shares. “I can’t tell you how many of my friends have bought one after seeing mine.”
The Retailers That Get It Right
Anna Samkova spends her days helping businesses craft better customer experiences, so when a retailer impresses her, you know they’re doing something right.
One standout for her was Harvey Norman, where a staff member, Sasha, recently turned a stressful situation into a seamless experience.
I dropped my laptop and rushed to Harvey Norman, completely panicked.
“Sasha took over, reassured me, and had a solution within minutes. That kind of service isn’t just good training—it’s a customer-first culture.”
But they’re not the only ones getting it right. STAX and Muscle Republic have built strong, engaged communities around their brands, proving that loyalty isn’t just about transactions—it’s about connection.
She calls out Bunnings for its ongoing commitment to local engagement, with initiatives like the iconic sausage sizzle creating a deeper sense of community. She’s also been impressed by Woolworths’ “massive turnaround” in customer experience since its relaunch, showing that even established retailers can evolve by listening to their customers.
Tech That Makes Business (and Life) Easier
For Anna, technology isn’t just a tool, it’s an efficiency booster. She’s fully embraced AI to take care of time-consuming tasks, freeing her up to focus on strategy and problem-solving.
“I use AI for so much now—summarising reports, making bookings, streamlining processes,” she says. “It’s incredible how much time it saves. If you’re not leveraging it, you’re falling behind.”
But while AI has transformed the way she works, human connection still matters—and that’s where live streaming comes in. One of her biggest tech game-changers has been Restream, a platform she uses for her Spotlight Fridays series on LinkedIn.
“I had no idea how to do live streaming at first, but now it’s second nature,” she says.
It’s a powerful way to share knowledge, connect with the community, and highlight industry experts in a way that’s engaging and interactive.
For Anna, the key to using tech effectively is finding the balance—leveraging automation where it makes sense while still prioritising genuine human interactions.
Books & Podcasts Worth Your Time
Anna is always on the hunt for fresh insights and new ways of thinking, and her book recommendations reflect that. At the top of her list is Mel Robbins’ ‘The Let Them Theory’, a book that challenges readers to let go of control and stop trying to manage other people’s actions, expectations or opinions.
“It’s such a powerful concept,” Anna says.
It’s about focusing on what you can control and not wasting energy on things outside of your influence. When you embrace that, it’s incredibly freeing.
When it comes to podcasts, Diary of a CEO is a go-to for Anna. “It’s thought-provoking and packed with global business insights,” she says, highlighting how it dives deep into leadership, innovation, and the mindset of successful entrepreneurs.
Of course, she’s also a big fan of Add to Cart—so much so that she often listens to episodes twice. “It’s like an eCommerce masterclass, packed with real-world insights from people who are actually in the trenches,” she shares. “I always come away with new ideas and strategies I can apply immediately.”
Her Biggest Challenge? Scaling Without Sacrificing Quality
Despite her success, Anna faces a challenge that many business owners can relate to: scaling without losing the personal touch. With high demand for her expertise, she’s had to make tough calls about how much she can take on.
“It breaks my heart to say no more often than yes these days,” she admits. “I know I can help more businesses, but I don’t want to do a mediocre job by stretching myself too thin.”
Rather than rushing to expand, Anna is taking a measured approach—bringing in freelancers and specialists to support projects while ensuring she maintains oversight of strategy and execution.
“I want to ensure every client gets my best work, so I’m building the right team to make that happen,” she explains. “It’s about finding the right people who align with my values—people who genuinely care about the customer and who see the bigger picture beyond just data and transactions.”
Customer Experience is a Leadership Decision
Anna teaches us that great customer experiences don’t happen by accident—they happen by design. The best brands don’t just react to customer needs; they anticipate them, measure them, and embed them into their company culture.
And as Anna proves, whether it’s through AI, data-driven strategies, or simply hiring the right people, businesses that put the customer first will always have a competitive edge.
To hear more from Anna, jump back into the main episode, where she unpacks why most retailers are getting customer strategy wrong, how brands can make smarter use of data and why loyalty isn’t about points and discounts.
The Checkout is a short snippet of our conversations.
