John Brown, Director of CRM at Scentbird, joins Will Laurenson to talk about fragrance subscriptions, AI-driven personalisation, and the challenges of international expansion. They discuss how Scentbird uses scent profiling and AI to help customers find their perfect fragrance, why SMS marketing works differently in the UK and US, and how AI-powered segmentation improves marketing efficiency. John also shares insights on licensing deals, the role of human connection in e-commerce, and why personalisation is key to customer retention. Whether you're in e-commerce, DTC, or subscription services, this episode is packed with insights you won’t want to miss.