MJBizMag August 2020 - 43

TARGET NEW CUSTOMERS
Customers who are curious
about cannabis can turn into
loyal shoppers if they have a
good retail experience.
Photo Courtesy of Ganja Goddess.
Many longtime cannabis
consumers prefer their illicit
connections over licensed
dispensaries, so converting
them to the legal market can be
challenging.
However, a growing number
of consumers are interested
in trying cannabis and would
seldom obtain it illegally. In
fact, new marijuana consumers and
former users returning to the plant are
among the fastest-growing segments of
the cannabis market.
Studies published in 2019 by Seattle
their loyal customers, of course.
The fact that cannabis has
been declared " essential "
in many states during the
COVID-19 pandemic should
make that conversion easier.
" Make sure you're hitting
Zachary Pitts
market share that the illicit
market can't, " said Zachary
Pitts, CEO of Ganja Goddess,
which operates a statewide delivery
service in California and a recreational
store in Seattle.
" We tend to target older people (and)
data firm Headset and California delivery
company Eaze show that Gen Xers, baby
boomers and women are the industry's
fastest-growing consumer segments-
and most purchase from state-regulated
operators. That means legal businesses
should pay close attention to converting
the canna-curious into active
consumers-while making sure not to ignore
women, people who are familiar and
interested in cannabis and interested in
that kind of holistic cannabis lifestyle, " Pitts
said. " They're going to be more interested
in finding things that are tested, clean and
well packaged-that look professionally
done and have professional service. "
More than 70% of Ganja Goddess'
customers are older than 35, Pitts said,
and about half are women.
August 2020 | mjbizdaily.com 41
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MJBizMag August 2020

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