Cannabis Retail: Engaging All Five Senses for a Memorable Shopping Experience

In the rapidly growing cannabis industry, retailers face intense competition to capture customers' attention and loyalty. One key differentiator is creating an immersive and engaging shopping experience that appeals to all five senses. By effectively leveraging merchandising strategies, cannabis retailers can foster brand loyalty, improve customer satisfaction, and enhance their brand positioning.

Visual merchandising is a critical component of creating an engaging cannabis shopping experience. According to a panel at the Benzinga Cannabis Capital Conference, retailers like nuEra Cannabis and The Artist Tree have successfully implemented visual merchandising techniques to educate customers and drive sales. By displaying products by effect rather than type, these retailers help customers navigate the vast array of cannabis products, leading to increased sales and customer satisfaction. Additionally, interactive displays, such as those used by Tokyo Smoke, allow customers to touch and feel products like dose pens, creating a more engaging and memorable shopping experience.

Sensory merchandising, particularly smell and taste experiences, can significantly enhance the customer experience in cannabis retail. Retailers like nuEra Cannabis and The Artist Tree have successfully implemented sensory-focused strategies to differentiate themselves. nuEra uses visual merchandising to educate customers about various consumption methods, while The Artist Tree combines art and cannabis in a gallery-like setting, creating a unique, immersive experience. By offering customers the opportunity to touch, smell, and taste products, retailers can create a more engaging and memorable shopping experience, driving repeat business and enhancing brand perception.

Point-of-purchase (POP) merchandise is another effective visual merchandising technique for cannabis products. Impulse purchases account for 46% to 70% of total in-store sales, making POP merchandise an essential component of visual merchandising. Cannabis retailers should stock small, consumable items near checkouts, such as rolling papers, grinders, and storage containers. This not only increases sales but also ensures customers have everything they need for a complete cannabis experience. Superette, for example, uses candy jars for accessories and small cannabis products under the counter, creating a visually appealing and functional display.

To create a unique retail environment, cannabis retailers should design a space that stands out and caters to their target audience. Prairie Records, a cannabis retailer in Canada, sets up its stores like record shops, allowing customers to listen to music while browsing products. This unique approach creates an immersive experience that resonates with customers and strengthens the brand's position in the market.

By implementing these merchandising techniques, cannabis retailers can create engaging and informative shopping environments that drive customer loyalty and improve brand positioning. Engaging all five senses, from visual merchandising to sensory experiences, helps cannabis retailers differentiate themselves, build brand loyalty, and foster a memorable shopping experience that keeps customers coming back.