MJBizMag November-December 2020 - 112

Offering A Seamless
Preorder Experience
Verilife retailers in Illinois
used a reservations system
to manage long lines.
Courtesy Photo
As of press time, Ontario retailers such
as Superette can no longer offer home
delivery or curbside pickup, although
preorders for in-store pickups are still
permitted.
" Some customers are still not comfortable
... going in-store, " said Lam, who's
optimistic that Ontario's government
might tweak its regulations to permit
home delivery from private-sector operators
yet again.
Bill McMenamy
TAKING RESERVATIONS
IN ILLINOIS
PharmaCann's four Verilife retail outlets
in Illinois offered preorders even before
the COVID-19 pandemic to help
address long lines that were common
after the state legalized adult-use
marijuana on Jan. 1.
Verilife's system allows shoppers to simultaneously
reserve the products they
want and choose a time slot for pickup.
" You can view our menu, make your
selections, and those selections will
be there for you for 48 hours, " PharmaCann
Chief Growth Officer Bill
McMenamy told Marijuana Business
Magazine.
Verilife says its Illinois customers must
pay for marijuana purchases on-site, in
line with state regulations. But McMenamy
said the situation actually benefits the
stores, because customers can add items
to their orders at the point of sale.
" Someone builds a basket (online),
and they might have three or four items
in there. But when they arrive in-store,
there might be one item that they forgot
to put in their basket, " he said.
Overall, McMenamy describes online
preorders as a growing retail trend that's
" We've removed the urgency to run to
the store and get in line, so that way, you
have a shot at getting the product that
you really covet, " he said.
McMenamy said the reservation
system helps Verilife manage customer
throughput in light of social-distancing
regulations, while also diminishing
outdoor lines that caused friction with
the stores' local communities. He said
certain customers appreciate convenient,
quick transactions that respect their
time, but the system also leaves room for
staff to spend more time with customers
who need to ask questions.
112 Marijuana Business Magazine | November-December 2020
been accelerated by the pandemic.
" Any business that's going to be
competitive-and not just in this
COVID environment but competitive
post-COVID-really needs to embrace
technology, " he said. " You have to meet
the customer where they are-and where
they are ... is on their handheld device.
You really need to embrace and evolve
with the customer. "
Solomon Israel is a reporter
for Marijuana Business
Magazine. You can reach
him at solomon.israel@
mjbizdaily.com.

MJBizMag November-December 2020

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