MJBizMag November-December 2020 - 106

Offering A Seamless
Preorder Experience
Planet 13 says a solid preordering and
delivery system helped it gain new business
from local customers during the pandemic.
Courtesy Photo
T
his spring, the coronavirus
pandemic turned the traditional
retail model on its head-and
David
Farris
marijuana retailers and dispensaries
were no exception.
Across North America, public health
guidelines prompted retail stores to offer
online preordering to be fulfilled via
in-store pickup, curbside pickup or home
delivery. For many marijuana retailers,
the rapid shift meant upgrading existing
preorder programs or rushing to create
new operating procedures from scratch.
Cannabis retailers interviewed by
Marijuana Business Magazine say a welldesigned
preordering system can bring
rewards, including:
* An opportunity to capture new
clients in search of pandemicfriendly
shopping experiences.
* Boosting sales of certain products
that might have been overlooked
previously.
* A new way to manage customer
queues in busy markets.
Achieving those goals requires
rethinking customer service and
paying extra attention to ensure a
seamless experience for shoppers of all
technological comfort levels.
IMPLEMENTING PROCESSES
IN LAS VEGAS
Planet 13 in Las Vegas already had an inhouse
delivery and order-pickup system
in place when COVID-19 reached the
United States earlier this year.
" We saw a huge spike in our online
orders, and we had to convert a massive
part of our team to the delivery department, "
said David Farris, Planet 13's vice
president of sales and marketing.
Farris said the spike in preorders
demonstrated the importance of rethinking
customer service when shoppers
aren't interacting face-to-face with store
staff. In addition to offering customer
service by phone, Planet 13 added a chat
106 Marijuana Business Magazine | November-December 2020
When the coronavirus pandemic
prompted regulators to restrict
the number of customers who
could be in cannabis stores-and,
in some markets, closed stores
altogether-marijuana retailers had
to act quickly to serve their clientele.
Offering preorder services online and
by phone was one way for businesses
to keep customers happy and money
flowing in. To offer a pleasant preorder
experience, retailers should consider:
* Offering an online chat option so
consumers can ask questions about
the products for sale.
* Giving accurate times when pickups
will be available or deliveries will be
made. A staff member can confirm
these times while verifying orders.
* Asking local regulators to continue
offering curbside and delivery
services after social-distancing
regulations have been relaxed.
* Using preorders as a way to cut
down on lines forming outside
a retail outlet, which can upset
neighbors.
* Making sure customers can add to
their order when they arrive to pick
up purchases.

MJBizMag November-December 2020

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