Ben Cohen is CMO of French Florist, a premium US floral brand with an average order value north of 200 dollars, built on local hand delivery rather than shipping flowers in a box. He explains why marketing efficiency ratio matters more to him than ROAS, how "less is more" shapes merchandising and checkout, and why unclear size and scale is the biggest hidden reason premium buyers hesitate online. He also breaks down French Florist's three subscription segments and its recovery led satisfaction guarantee. Listen to hear how a premium, high AOV brand builds trust without discounting.