MJBizMagazine September 2021 - 44

Retail Revoution
Garden Remedies in Massachusetts carries a line of vape products named after their intended effects such as Clarity, Energy and Serenity. Courtesy Photos
products and promotions that the
shopper is most likely to want.
This is more feasible at a store with
light foot traffic, Maturo noted.
" The whole store could change when
a certain customer walks in, depending
on their preferences, " Maturo said,
explaining that wall colors, music and
menu boards could all change to cater to
an individual shopper. " You make it very
idiosyncratic with the customers who are
inside the store at any given time. "
Gomez agrees that consumers want
to have solid product recommendations
and a smooth retail transaction.
Technologies that streamline the
product-exploration process are helpful,
she said, but some systems that live on an
iPad can provide that level of education
as well, without the need for bells and
whistles.
3. NAMES OF NECESSITY
As cannabis expands from its
core demographic to a " more universal "
audience, some consumers won't have
time to review menus as experienced
buyers do or question budtenders like
newcomers. For them, products named
after the desired effects will simplify
ordering, making " it a little bit easier for
the end consumer, " Maturo said.
Garden Remedies, a small chain of
medical and recreational dispensaries
in Massachusetts, carries two in-house
44 MJBizMagazine | September 2021
vape brands-one eponymous, the other
called Seven East-that have names
such as Calm, Clarity, Energy, Focus
and Serenity.
Jeff Herold, co-CEO of Garden
Remedies, said that the company's
customers were instrumental in naming
the products. " We wanted to increase
communication about what our various
products do to make consumption more
accessible and positive for all users,
whether established or new, " he said.
4. FEDERAL
LEGALIZATION
National marijuana legalization will
trigger momentous changes and
challenges for cannabis. In retail, Maturo
believes federal legalization will drop the
final barriers keeping mainstream chains
from entering the industry.
Jeff
Herold
The retailers best positioned for that
are convenience stores such as 7-Eleven
and chain drugstores such as CVS.
Drugstores are accustomed to dealing
with highly regulated products, and
convenience stores check more IDs per
day than any other retailer, which is an
advantage from a legality standpoint,
Maturo said.
" There is also a lot of overlap between
convenience store shoppers and
cannabis users, " he added.
In fact, convenience stores were
among the first to start offering CBD
products such as beverages, topicals
and tinctures, though Maturo said the
coronavirus pandemic pushed many
CBD users to shop online, creating a dip
in convenience store sales.
Enter the Mainstream Retailers
Mass retailers also could enter the
industry, providing competition as well as
new distribution channels, Maturo said.
" That's not necessarily bad news for
the MSOs, " he cautioned, referring to
multistate operators. " Just like Coke and
Pepsi are the predominant soda brands
sold by every CPG retailer in the country,
some MSOs will probably have the
opportunity to get into some of those
major retailers.
" I don't think that's going to happen
anytime in the next three or four years,
because these things always take time.

MJBizMagazine September 2021

Table of Contents for the Digital Edition of MJBizMagazine September 2021

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