Creating a positive customer experience is absolutely essential for the long-term success of any cannabis retail business. The in-store experience gives retailers the opportunity to attract new customers, develop customer loyalty, stand out from the competition, and increase profits.
Now, more than ever, cannabis retailers can deliver a unique brand experience to a new pool of consumers who may not yet be familiar with cannabis or navigating the legal market. Here are 5 strategies to deliver an unforgettable cannabis retail customer experience that’ll keep your customers coming back.
Consistency is key
According to Forbes, 69% of consumers shop more with brands that offer consistent experiences in-store and online. Brand consistency is about staying true to your brand’s core values and communicating this effectively to your consumers at all levels. It is an alignment between your brand’s identity and your employee and customer interactions, design, product offers, store layout, visual elements, and communications channels.
Make it experiential
An immersive retail experience provides customers with fun, unique experiences that can elevate shopping to new heights. Consider an interactive display such as sensory jars to give consumers an idea of the product. You may also find inspiration from Prairie Records, which allows customers to listen to music in the store and through this, they’re paired with cannabis products that compliment that experience.
Image captured from Prairie Records
Provide educational opportunities
Cannabis retailers can be the first point of contact for new consumers who don’t know much about cannabis. Consider using a digital touchscreen menu set up throughout your store with informative guides so shy customers don’t feel intimidated. Most importantly, be sure employees are trained to identify customers that may be looking for more information. You can take a page out of Superette’s book by implementing color coded baskets that signal whether or not a customer needs assistance or prefers to shop on their own.
Image captured from Marijuana Venture.
Merchandising
Cannabis brands that create consumer products must also think about merchandising as part of their retailer engagement strategy. Generally speaking, merchandising should be clean and simple. Buying cannabis can be overwhelming and confusing. Customers want an experience where they can easily get the information they need, whether that’s from a central display or a staff member. Tokyo Smoke’s merchandising wall dedicated to Dosist products is a great interactive opportunity for customers to touch and feel the company’s dose pens and read informative guides on how to use the products.
Image captured from Vimeo
Brand activations and events
There are endless opportunities for unique brand activations and events that can work alongside your ongoing merchandising strategies. Hosting pop-ups keep consumers interested and visiting your store to learn about new products and talk with different brands. Brand activations can be as simple as a booth with a brand representative to more unique offerings like the PAX Era Engraving station collaboration with Namaste or even a VR Experience.
Marigold PR is an award-winning cannabis marketing and PR firm representing top cannabis and national brands. If you’re looking to execute an effective social media or marketing campaign, consult with our team of cannabis marketing and communication experts today.
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