Secrets Revealed - Boosting Foot Traffic in Your Dispensary: 7 Effective Strategies

Introduction:

Picture this: two savage decades in the wild and wonderful world of cannabis. Yep, I've been slow dancing with the "green goddess" way before it was cool.

 Over these 20 years, I've been on the rollercoaster, experiencing the thrilling peaks, the belly-dropping lows, and the occasional face-palm moments (like that time I forgot the difference between sativa and indica during a live presentation). From the early days when cannabis was just a little sprout in the garden of public interest, to the mighty oak it is now, I've ridden the rollercoaster, buckled in, and ready for the ride.

 This journey has been filled with extensive research, a whole lot of innovation, and a sprinkling of chaos every time regulations decide to play musical chairs. It's been a wild ride, but man, has it been educational!

So, as you navigate through the information below, know that it's backed by two decades of experience, a lot of laughter, and a passion for cannabis that would rival any enthusiast. Trust me, you're about to embark on an enlightening journey that will help you understand the world of cannabis like never before. Buckle up!

 Running a successful dispensary in California requires a strategic approach to attract customers to your store consistently. The competition in the cannabis industry is intense, but by implementing the right tactics, you can significantly boost foot traffic.

Below are 7 proven strategies that have been effective in the fastest-growing dispensaries in California.

1. Curate Unique Products and Experiences:

Your product selection is a major differentiator. I've always found success in providing a wide variety of high-quality cannabis products, from your everyday strains to rare, hard-to-find options. I've also introduced cannabis-infused products, which have proven to be a hit. But the key is to go beyond the product and offer an experience. In my dispensary, we run workshops, product consultations, and educational sessions, which not only make customers feel valued and informed but also give them reasons to return.

Hands-on examples:

1. Unique Product Selection: Introduce a variety of cannabis strains not typically found in most dispensaries. For example, you could import exotic strains from different countries or cultivate unique hybrid strains in-house. Your dispensary could become known for offering "gourmet" strains that are difficult to find elsewhere.

2. Cannabis-Infused Products: Create a line of cannabis-infused products such as edibles, drinks, tinctures, and topicals. These could include cannabis-infused chocolates, gummy bears, teas, coffees, beers, lotions, or bath bombs. You could also collaborate with local artisans or chefs to create these products, adding a local touch.

   Workshops: Host a variety of workshops at your dispensary. These could be "DIY" workshops where customers learn to create their own cannabis-infused products. For example, a cooking with cannabis workshop or a topical creation workshop. These would provide an interactive experience and give customers practical knowledge they can use at home.

3. Product Consultations: Offer personalized product consultations where a knowledgeable staff member helps the customer choose the right strains or products for their needs. This could be particularly helpful for medical marijuana patients looking for specific therapeutic benefits, or for recreational users interested in exploring new experiences.

4. Educational Sessions: Regularly schedule educational sessions where experts speak about different aspects of cannabis. Topics could range from the history of cannabis, the science behind its effects, the art of growing cannabis, legal aspects, or the benefits and risks of consumption. This would make your dispensary a hub for cannabis education, attracting both new and experienced users.

5. Customer Loyalty Program: Create a customer loyalty program that rewards regular customers with points, discounts, or exclusive access to new products or events. This would provide an additional incentive for customers to return to your dispensary.

Remember, the goal is to create an experience that goes beyond the simple purchase of products.

2. Strengthen Your Online Presence:

I can't stress enough the importance of a strong online presence. Your dispensary needs a professional, user-friendly website with all the essential information - your product selection, store hours, location, and any special promotions. Social media is also vital. Platforms like Instagram and Facebook are where you can really engage with your audience. Regularly post engaging content - photos of new products, behind-the-scenes glimpses, and information about upcoming events.

Hands-on examples:

1. Run a Blog: Create a blog on your dispensary website to share educational content, industry news, and updates on your store. This not only provides valuable information to your customers but also helps with search engine optimization (SEO).

2. Google My Business: Register and optimize your dispensary's Google My Business profile to ensure you show up in local search results, and customers can find accurate information about your business

3. Customer Reviews: Encourage customers to leave reviews on platforms like Google, Yelp, and social media. Positive reviews can attract new customers and improve your online reputation.

4. Email Marketing: Build an email list and send out regular newsletters with updates on new products, promotions, and events. This helps keep your dispensary top-of-mind for customers.

5. Video Content: Create and share video content on platforms like YouTube, Instagram, and Facebook. Videos can showcase new products, provide a behind-the-scenes look at your dispensary, or offer educational content on cannabis use.

6. Social Media Giveaways: Host regular giveaways on social media platforms to encourage user engagement and attract new followers. Partner with other local businesses or cannabis brands for co-sponsored giveaways.

7. Influencer Partnerships: Collaborate with local or industry-specific influencers to promote your dispensary on their social media channels. This can help you reach new audiences and increase brand awareness.

8. Live Streaming: Use live streaming features on platforms like Instagram and Facebook to host Q&A sessions, product launches, or virtual events. This can help create a sense of community and keep customers engaged with your dispensary.

9. User-Generated Content: Encourage customers to share their experiences with your dispensary by posting photos, videos, or stories on social media. Share and repost their content to show appreciation and build a sense of community.

10. Targeted Advertising: Use targeted advertising on platforms like Facebook, Instagram, and Google to reach potential customers in your area. Make sure to tailor your ads to highlight your unique selling points and promotions.

By implementing these examples, you'll not only strengthen your online presence but also create a solid foundation for your dispensary's growth and success.

3. Implement Promotions and Loyalty Programs:

A well-thought-out promotion can work wonders for foot traffic. Early Bird specials, Happy Hour deals, or discounts on certain days of the week are just a few ideas. I've also found that loyalty programs are incredibly effective for retaining customers. Offer a point-based system where customers can earn free products or discounts - it gives people a reason to choose your dispensary over another.

Here are 9 real examples of loyalty programs, that if implemented will boost your foot traffic:

1. Seasonal Promotions: Run sales or discounts tied to holidays or events. For instance, a "420" sale in April, a "710" sale in July, a Christmas-themed promotion in December, or a special discount during the local town festival.

2. First-Time Customer Discounts: Offer a discount or a small free product for first-time visitors. This can encourage people who are on the fence to give your dispensary a try.

3. Referral Program: Encourage your loyal customers to bring in their friends by offering them a discount or bonus points in your loyalty program for each person they refer.

4. Bulk Purchase Discounts: Provide discounts for customers who buy in larger quantities. For instance, offer a discount if a customer purchases an ounce instead of just a few grams.

5. Birthday Specials: Offer a special discount or a free product for customers on their birthday. This can make them feel valued and increase their loyalty to your dispensary.

6. Point-Based Loyalty Program: Develop a loyalty program where customers earn points for every dollar spent. These points can then be redeemed for discounts or free products. A service like Spring Big is a good place to start for SMS and loyalty programs.

7. Tiered Loyalty Program: For more frequent customers, create a tiered system where they earn greater rewards the more they purchase. This can incentivize larger and more frequent purchases.

8. Educational Event Discounts: Offer discounts or bonus loyalty points for customers who attend your educational workshops or other events. This not only encourages event attendance but also ties in with your efforts to provide a unique experience.

9. Email Newsletter Deals: Offer special promotions or early access to new products for customers who subscribe to your email newsletter. This can help build your email list and keep your dispensary top-of-mind for customers.
   

By implementing these promotions and loyalty programs, you can drive both new and repeat business to your dispensary, and create a loyal customer base that chooses your dispensary over others.

4. Host Community Events:

One of the best decisions I've made is to use my space to host community events. It could be anything from a meet-and-greet with a local grower to a new product launch party or even a cannabis cooking class. It's about creating a sense of community and giving people another reason to visit your store beyond just purchasing products.

Here are 10 examples of community events to incorporate into your flow to boost foot: 

1. Cannabis Education Workshops: Host workshops that educate the public about different strains of cannabis, the potential benefits and risks of cannabis use, or the science behind cannabis. This can help dispel myths and build trust in your brand.

2. Cooking with Cannabis Classes: Teach people how to incorporate cannabis into their cooking or baking. This could include demonstrations on how to make cannabis-infused butter, oil, or other edible products.

3. Cannabis and Yoga/Meditation Sessions: Combine wellness activities like yoga or meditation with cannabis use. These events can attract individuals interested in holistic health and wellness.

4. Artist Showcases or Music Events: Sponsor local artists or musicians to perform at your dispensary or another local venue. This can attract a diverse crowd and build community connections.

5. Cannabis Pairing Dinners: Partner with local chefs to host a cannabis pairing dinner, where different strains or types of cannabis are paired with various dishes.

6. Volunteering or Charity Events: Sponsor a local charity event or organize a team from your dispensary to volunteer at a local cause. This can show your commitment to the local community.

7. Cannabis Film Nights: Host a film night showing documentaries or movies related to cannabis. This could be coupled with a discussion or Q&A session.

8. Participation in Cannabis Festivals: Participate in local or regional cannabis festivals, which can provide exposure to a large and enthusiastic audience.

9. Local Collaboration Events: Collaborate with other local businesses for joint events. For example, a 'brews and buds' event with a local craft brewery.

10. Cannabis Farmers Markets: Host or participate in a cannabis farmers market, where local growers can showcase their products. This can be a great way to support local growers and introduce customers to new strains.
    

Please note that all of these events would need to follow local and state regulations regarding cannabis use and public gatherings, and age restrictions should be strictly enforced.

5. Prioritize Exceptional Customer Service:

Your staff can make or break your dispensary. I've always prioritized hiring knowledgeable, friendly staff who can guide customers through the product selection process. Train them to answer questions, provide personalized recommendations, and make customers feel valued. It's that level of service that turns first-time customers into regulars.

Here are 5 ways to prioritize exceptional customer service.

1. Create a Welcoming Atmosphere: The atmosphere of your dispensary should be inviting, comfortable, and secure. Staff should be friendly, knowledgeable, and approachable. Ensuring customers feel welcome and at ease as soon as they step into your store will help attract new clients and keep existing ones coming back. For example, you could have a greeter at the entrance who welcomes customers, answers basic questions, and guides first-time visitors.

2. Personalized Product Recommendations: Train your staff to provide personalized product recommendations based on the customer's preferences and needs. This requires in-depth knowledge about the various strains, products, and their effects. For example, if a customer is looking for pain relief, the budtender should be able to recommend specific strains or CBD products that are known for their analgesic properties.

3. Education and Guidance: Offer educational resources and guidance for customers. This could include workshops, printed materials, or even one-on-one consultations. For instance, you could host a weekly 'Cannabis 101' workshop for new users, covering topics like the difference between THC and CBD, various consumption methods, and safe usage guidelines.

4. Quick and Efficient Service: Implement systems that help your staff serve customers quickly and efficiently, especially during peak hours. This could involve having a separate express lane for customers who know exactly what they want or using digital menus that can be updated in real-time as your product availability changes.

5. Follow-Up and Feedback: After a purchase, follow up with customers to ask about their experience. This could be done via email, a phone call, or social media. You could also encourage customers to leave reviews or feedback on your website or social media pages. This shows that you value their opinions and are always looking to improve. To incentivize feedback, you could offer a small discount on their next purchase for completing a feedback survey.

Remember, exceptional customer service not only attracts customers to your store, but it also turns them into loyal customers who are likely to recommend your dispensary to their friends and family, further increasing your foot traffic.

6. Forge Partnerships with Complementary Businesses:

Look for opportunities to collaborate with businesses that complement yours. For instance, I've partnered with local wellness centers and cafes for cross-promotions. They advertise my dispensary to their customers, and I do the same for them. It's a win-win that helps drive foot traffic to both establishments.

7. Optimize Your Local SEO and Online Directories:

Finally, don't underestimate the power of local SEO. Claim your business on Google My Business, Yelp, and other online directories. Keep your business information consistent across all platforms, and encourage happy customers to leave reviews. When potential customers search for a local dispensary, a strong local SEO strategy will help ensure that your business pops up.

Conclusion:

The road to running a successful dispensary in California can be challenging, but it's entirely possible with the right strategies. These seven methods have worked for me and I'm confident they can work for you too. Remember, it's about offering not just quality products, but also a unique and engaging experience for your customers.

Best of luck,

Rami Vardi - Co-Founder @ 818 Brands