MJBizMagazine September 2021 - 43

Dispensaries and adult-use marijuana retailers increasingly post their menus online so consumers can research products in advance.
Consumers Old and New
Maturo agrees the marijuana industry's
retail future will be more digital. He
noted, however, that there will be
a difference between how veteran
consumers engage with stores online
compared to newer consumers.
" People who have more familiarity
with the cannabis category are more
likely to use online ordering (or) delivery
services than people who are new or
canna-curious, " Maturo said. " For more
experienced users, it's really more about,
'I know what I want, I know what I'm
looking for.' ... It's all about efficiency. "
Subscription Sativa
The cannabis industry could reach a
point where repeat customers set up
recurring deliveries of their favorite
products-much like a monthly CSA
(community-supported agriculture) subscription-provided
state and local laws
evolve with technology.
Less frequent consumers, however, are
more apt to visit a retailer to answer the
questions that menus cannot.
" There are still folks who like the idea
of going into a dispensary and having
someone they can ask those questions
of and be able to see and feel the
products, " Maturo said. " The end goal is
... eventually, they're going to become
a more knowledgeable and more active
consumer (and) don't necessarily feel the
need to go into the store. "
2. CONSUMER
ANALYTICS
A growing number of software platforms
are aiming to help retailers take the
guesswork out of understanding their
consumers.
Rick
Maturo
Retailers can text or email promotions
based on individual consumers' past
buying habits-and more personal
recommendations could become the
norm within a few years.
" They're offering curated selections,
curated promotions, to specific
users based on their past behaviors, "
Maturo said, adding that he sees these
developments with a cannabis retailer he
visits in Illinois.
" I'm seeing a lot more promotions that
are specific to the types of products I
want. And I'm getting hit with messaging
that is directing me toward new products
that are similar to other products that
I've purchased, " Maturo explained.
" We're seeing that development scale
pretty fast in the cannabis industry-I'd
say it's arguably much faster than what
we've seen in traditional industry. "
He predicted that in the next four
to five years, brick-and-mortar stores
will be able to target consumers who
make physical visits to their stores
with individualized promotions and
messaging. For example, a consumer
could scan an ID at the front door,
triggering in-store menus to feature
September 2021 | mjbizdaily.com 43

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MJBizMagazine September 2021

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