Behind the Mic: My Conversation on The Future of Subscription Commerce with Scentbird
- John Brown
- 7 days ago
- 2 min read
I recently had the pleasure of joining the podcast episode The Future of Subscription Commerce: Lessons from Scentbird where I dove into the evolving world of subscription models, CRM strategy, and how to make customer-first marketing work at scale.
It was a fun, wide-ranging chat—so I wanted to share some of the key take-aways here for anyone who prefers reading (or wants a quick recap).
1. Why subscription commerce matters more than ever. We explored why subscription is no longer a “nice to have” in e-commerce, but a strategic cornerstone. With customers expecting seamless experiences and less friction, brands that integrate smart CRM from day one are best positioned to win. My role at Scentbird taught me that acquisition is only part of the story—retention and lifecycle value matter just as much.
2. Building CRM that reflects a customer-first mindsetI talked about how I’ve shaped CRM programs around three guiding values: transparency, empathy, and a focus on real value for the customer. From segmentation to dynamic content, the goal has been less about blasting messages and more about providing timely, relevant communication that supports a customer’s journey—not interrupts it.
3. Data + story = smarter journeysOne of the broader themes: data is incredibly powerful, but only when paired with narrative. In the podcast we dug into how structuring journeys—not just firing campaigns—helps the data tell a story about where the customer is, what they value, and what next step makes sense. This is what I mean by turning “touchpoints” into “touch journeys.”
4. Dynamic personalization at scaleWe also covered how dynamic messaging (in email, push, in-app) has changed expectations. I shared examples of how even small data points—browse behavior, past purchases, engagement patterns—can trigger vastly improved communications. The magic happens when your system can respond in near-real time, rather than waiting for manual updates.
5. Lessons learned (and what’s next)
Don’t underestimate the “setup” phase—data hygiene, integration, journey mapping.
Keep your segments flexible. What worked last quarter may not work this.
Channel coordination is crucial. Doesn’t matter how great your email is if push and in-app feel disconnected.
The next frontier: predictive personalization and AI-driven timing. For brands focused on subscription commerce, winning that lane early gives a huge advantage.
Closing:Thanks to everyone at the podcast for having me on—it was a rewarding opportunity to reflect with other industry voices. If you’re in CRM or subscription marketing (or just curious about where e-commerce is headed), I hope you’ll give the episode a listen and walk away with one fresh idea you can test. Here’s to creating experiences that feel less like “marketing” and more like helpful conversations.
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