James Hurman returns to K:SYD. Last year, retention. This year, discounting: the most widely adopted tactic in retail and ecommerce, and one of the most commercially misunderstood. In this session, Hurman presents new research into what discounting is actually doing to brand growth, profitability, and customer behaviour, with findings that challenge some of the most widely held assumptions in the industry. Joined by Carla Penn-Kahn, co-founder of Profit Peak, and Justin Hillberg, President ANZ at Culture Kings, the conversation goes beyond the theory to examine what the data demands of brands in practice: how to recognise discount dependency, what it costs to maintain it, and what it takes to build a business that doesn't need it.