In this episode of Marketing Un:Learned, Richard Potter, Director of Digital Strategy at Microsoft, and Mrinalini Chowdhary, Director of Strategy and Insights at Epsilon, unlearn the outdated transactional view of loyalty programmes.

Explore how gamification creates engagement loops and habits beyond the checkout, why loyalty is the permission system that unlocks responsible AI, and what empathy, measurement, and focus mean for leaders redesigning loyalty.

Luke Forshaw, Head of Marketing for Back Market, talks about unlearning the “new is best” dogma in consumer electronics and building a mainstream appetite for refurbished tech.

From reframing second-hand as “renewed” to tackling e-waste, planned obsolescence and trust frictions, Luke shares how Back Market is turning circularity into an everyday choice rather than a niche crusade.

In this episode, Ian Jindal talks with Raine Peake, Group Digital Director at Crew Clothing Company.

The discussion covers what needs to be unlearned about discounting, channels, content and customer value, and what a more modern, test-and-learn approach looks like in practice.

Alice Anson, Director of Digital Media, explains Nectar 360’s role within the Sainsbury’s Group, leveraging first-party data from 23 million Nectar users for targeted campaigns.

This episode also focuses on the limitations of ROAS, advocating instead for measures like incrementality, category growth, and a more full-funnel thinking approach.