“Big data is a transformative force in the retail sector, enabling organisations to make informed decisions and improve business outcomes” (Zuboff, 2019). It is necessary to weigh the gains of data-driven decision-making against ethical importance and compliance obligations. Data professionals are instrumental in maintaining data integrity, security, and fairness. By promoting a culture of responsible data utilisation, retail organisations such as Argos can enhance their reputation, cultivate customer trust, and achieve sustainable growth.