MJBiz Buyers Guide: Cannabis Retail - 6

MJBizDaily Buyers Guide Cannabis Retail
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Seven cannabis dispensary design do's and don'ts
When it comes to dispensaries, cannabisspecific
retail designers see the same design
misses repeatedly.
Whether it's missed opportunities or design
faux pas, here's a roundup of seven common
do's and don'ts cannabis interior design
consultants want cannabis retailers to know.
Do skip the tech store model
" We've taken the best example that we
know of in retail, which is an Apple store,
and replicated the concept as well as the
aesthetic into a cannabis store. The problem
with doing this is that the purchasing
behavior around cannabis is totally
different. In most instances, we can't put
the product directly into the customer's
hand. " − Krista Raymer, Vetrina Group
Don't forget customer engagement
" One of the big differences we have seen
since we started is the understanding
of customer engagement. It's not just a
transaction anymore, it's about building
relationships, building a sense of
community and warmth and environment
when somebody steps into a space. "
− Danielle Marzarella, SevenPoint Interiors
Do design for impulse purchases
" As an industry we've done a really bad
job thinking about impulse (purchases).
Impulse shopping can account for a huge
driver in terms of revenue and profitability.
Often these products are under $20 but can
drive more gross margin through because
the customer is less price sensitive in that
area. So we want to make sure that we are
positioning impulse in cannabis stores in
a way that creates opportunities to have
multiple units per transaction. "
- Krista Raymer, Vetrina Group
Don't copy a trend just because
" Copy and replication doesn't necessarily
get down to the bottom of why things are
the way they are. We see a lot of trends
happen in this industry. We saw a massive
movement to digital menus, for example.
But that hasn't always resulted in the same
sell-through of the product. You need to be
able to distinguish between the trends that
might be relevant to your business. "
- Krista Raymer, Vetrina Group
Do design for convenient pick-up
" Especially since COVID, customers are
looking for things as convenient or as quick
as possible. That means online express
pickups. Keep (pickup locations) to the
front of the store. Don't locate them where
they are going to make for an unpleasant
experience and be a challenge to integrate. "
- Megan Stone, High Road Design
Don't forget to plan for change
" A lot of retailers have made a mistake in
not anticipating changes in category sales.
So we build the store for performance of
the product today, not necessarily how the
product will perform in the future. A really
good example of this is retail environments
that didn't build a fridge into their store or
leave a space where a fridge could exist. And
now we're seeing beverages, specifically
in California, grow as a percentage of total
revenue. " - Krista Raymer, Vetrina Group
Do make it about your brand
" Explore who you are and what you offer
to your customers and find a way to bring
that experience you offer to them. There's
always a way to put a personal touch on an
experience. "
- Megan Stone, High Road Design
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MJBiz Buyers Guide: Cannabis Retail

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