Make The Sale! Cannabis Merchandising Tips & Tricks
The cannabis retail world is changing
The cannabis retail world is changing. Fast.
We have gone from a consumer base of medical card-holding individuals with specific needs and tastes, to a consumer base of virtually anyone over the age of twenty-one. Now more than ever, we can leverage established retail design principles and consumer behavior insights to grow our businesses and tap into our customers’ spending power. As the great Paco Underhill states, “Marketing, advertising, promotion and location can bring shoppers in, but then it’s the job of the merchandise, the employees, and the store itself to turn them into buyers.”
So, how does a cannabis retail store attract new shoppers and turn each shopper into a buyer? “By selling weed!” Well, maybe that has worked out alright for dispensaries thus far. But folks, in 2015 and beyond, things are simply not going to be that easy. “We have a false sense of security in the cannabis industry because competition is artificially limited by local & state regulation. You can expect the number of your competitors to double locally in the short term (as localities allow for more licenses) and you can expect well-funded national brands to rush into the space (as more states legalize),” notes the brilliant Jazmin Hupp of BrandingCannabis.com.
You need to do more than just offer a product to maintain a competitive advantage. Convert shoppers into buyers by incorporating merchandising and display techniques that fit the way our customers’ shop and enhance the way our shops operate.
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