Today’s customers have more choices than ever before. As brands become more competitive, customers are becoming increasingly more dedicated to finding the best deals, the best product, the best packaging, and the best customer service. This is especially true when it comes to cannabis customers.
While these shifts have been positive for consumers, they can leave cannabis brands wondering how to keep up. Don’t worry, though – you don’t have to turn your entire strategy on its head. Instead, there are a few simple techniques your dispensary or business can adopt to pull in more customers and keep your company growing.
First Things First – Start With Better Data
Data is the foundation upon which everything else is built. With this in mind, it’s important to start with your market-level datasets. By employing precise, targeted data mining, you can sort through thousands of transactions and customer interactions to pinpoint similarities and differentiating factors.
Once you’ve generated these insights, you can leverage them to improve your content marketing and tailor your inventory based on customer behavior, which will generate repeat visits and a better customer experience. Additionally, ground-level data mining allows you to track metrics like price, consumer ratings, and availability, and gain insight into the local product landscape.
For best results, look for a system that aggregates your data into one place. From there, you can extract the relevant data, standardize it, and generate a comprehensive view of your company and its customers. While this approach requires some legwork on the part of your company, it also stands to put you miles ahead of your competitors.
Go Beyond Demographics
While demographics are a critical piece of information for your brand to have, actual consumer behavior is much more complex than demographics like age and gender allows for. Because of this, you can give your company a big boost by going a step beyond demographics and tipping into psychographic modeling.
A relatively new approach in the marketing world, psychographic modeling requires teams to actually build a profile of the company’s ideal customer, including their attitudes, aspirations, and other psychological elements that will impact how customers respond.
Unlike simple demographic data or target persona constructions, good psychographic modeling allows teams to understand who their customers are and what they’re likely to buy. Combine this approach with e-commerce analytics for a powerful pursuit that will take your company far.
Enhance Your In-Store Experience
Because customers have access to such a wide range of products, product selection is no longer the only reason a customer would seek out an in-store experience. Instead, modern marijuana customers expect the in-store experience to feel like one they’d enjoy at virtually any other location.
They want cannabis locations to invest in design and to deliver a truly unique experience that makes visiting a physical location feel like going to a boutique.
This can mean a variety of things, depending on your brand and goals. Some possible approaches include:
- Creating high-end consumption lounges
- Dividing products into specialized stations
- Interactive menus
- High-end furnishings
- An efficient and easy-to-navigate layout
- Friendly budtenders
While you have a lot of latitude to choose what works for you here, it’s important to deploy each element seamlessly, as this will help brand your store as a high-end location that’s different from anything else the customer can access.
Winning More Marijuana Customers in the Age of Choice
It’s a tough retail climate out there, and it’s more difficult today than it’s ever been to claim retail customers for your marijuana business. Fortunately, it’s not impossible to set yourself apart from the pack. Just follow these simple tips.
If you want to take your cannabis company to the next level, consider partnering with a team that understands how to scale your brand and increase your marijuana leads. Indicative specializes in igniting cannabis brands so you can reach your full potential. Learn more or begin work with us today.