For digital-first brands operating in nascent categories, CX is especially deeply tied to trust. When purchases are infrequent or perceived as risky, such as refurbished tech, every interaction plays an important role in shaping credibility and long-term engagement.

In this session, we’ll be joined by Luke Forshaw, Head of Brand & Marketing at Back Market UK, to explore how the leading refurbished tech marketplace, is approaching CX as a growth lever focusing on trust and engagement rather than just short-term conversion. We’ll look at how digital channels such as owned platforms, social and CTV are being used to tell more engaging, authentic stories and support customers through the “messy middle” of decision-making without overwhelming them.

The session will also examine the role of design and content consistency, and customer control in building lasting confidence. From bringing design capabilities in-house to reduce fragmentation, to cleaning up on-site experiences and creating editorial content customers actively want to engage with, this case study shows how digital CX investments can differentiate a marketplace.