How this online retailer is reclaiming the customer through personalisation Australian brand, The Upside, shares the digital and data technology investments it's making to build personalisation at scale and improve conversion Personalisation at scale and across each moment of the customer’s journey is a step closer for the team at Australian lifestyle brand, The Upside, after investing in its direct-to-consumer and data technology capabilities. The Upside brand is based around a love of yoga and an ambition to reimagine workout and athleisure wear for contemporary women. Its head of digital, Airi Sutherland, told CMO that up until a year ago, The Upside had put most of its eggs in the wholesale basket, working with partners to distribute products locally and internationally. This had led to a strong following and exposure through online marketplaces such as Farfetch and Resolve.