MJBizMag November-December 2020 - 110

Offering A Seamless
Preorder Experience
by phone, as the dispensary was closed
to in-store shopping to protect staff and
patients. Sikes said Champlain Valley
added a new customer-service associate
and allocated more staff to phone lines to
help process phone orders and conduct
initial consultations.
" It's actually working really well with
patients, " he said of the preordering
system. " Patients appreciate the
precautions. "
Sikes said that posting menus online
gives patients an opportunity to consider
new products, which has boosted
sales of some items that previously went
overlooked, such as teas, coffees and
transdermal patches.
" Now that they're scrolling through
the menus, most of those products are
selling a lot better, " he said.
Sikes said he expects preorders will
continue to play a large role in the
dispensary's business even after the
coronavirus subsides and customers can
shop in stores again.
" A lot of these people are homebound, "
he said of the dispensary's clientele.
" They love coming in and seeing us, but
at the same time, I think the majority
of the patient base is going to opt into
the online ordering feature. They can
see everything that's available, they can
place (an order), they can come in, they
can still have conversation, but it's just a
quick and easy pickup. "
STARTING FROM SCRATCH
IN CANADA
In Ontario, Canada's largest adultuse
marijuana market, private-sector
cannabis retailers such as Ottawabased
Superette faced a bind when
their stores were suddenly deemed
nonessential and ordered to shut down
in early April.
A subsequent emergency order
allowed marijuana stores to temporarily
offer curbside pickup and home delivery
for the first time, leaving Superette
co-founder and CEO Mimi Lam and
her competitors scrambling to build
preorder infrastructure.
Like Planet 13's Farris and
Champlain Valley Dispensary's Sikes,
Lam said walking customers through
the new preorder system was critical
to its adoption.
110 Marijuana Business Magazine | November-December 2020
In Ontario, Canada, retailers such as
Superette had a temporary opportunity
to offer curbside pickup and home delivery.
Courtesy Photo
" Being patient and really understanding
what those customers want-and
what their pain points are-(is) really
important, " she said.
Lam's best advice to other retailers
Mimi
Lam
looking to implement preorders is to
make sure the process works seamlessly
before launching, guaranteeing customers
get their expectations met during their
very first preorder experience.
" (The) last thing you would want is
for someone to have one bad interaction
with your brand or with your store and
then ... (they) go to someone else, " she
said. " It has to be a seamless experience,
end-to-end, for it to be a successful
launch. "

MJBizMag November-December 2020

Table of Contents for the Digital Edition of MJBizMag November-December 2020

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