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New consumers must be able to find cannabis retail, both online and in physical <br />space in the case of a brick-and-mortar locations. Familiarity is the main factor that <br />drives customer loyalty to dispensaries, so being the first retailer a customer purchases from goes a <br />long way to ensuring future business. <br />All touchpoints of a retail operation must be approachable, and potential <br />consumers should know what to expect. Understand from a potential consumer’s <br />perspective what may seem intimidating, unwelcoming, or just unfamiliar, whether that is security <br />operations, multi-step ID validation procedures, or being assigned a budtender, and consider where <br />adjustments can be made. <br />Retailers should carry a variety of product forms appropriate for new consumers. <br />Low-dose edibles and beverages are good places to start, as are topicals and tinctures. And while it <br />might seem obvious, many potential consumers still need to be assured that topicals are not <br />psychoactive. <br />Lots of information about products and how to use them should be made <br />available—especially information geared toward new or potential consumers—for <br />those key product types. It would be best to provide this information in written form, since new <br />consumers might not remember spoken information, or wish to refer back to it while or before <br />consuming their products at a later time. Potential consumers could be directed to information on a <br />website, or better yet—since many potential consumers are over age 65—provided with physical <br />printouts of key information. <br />CANNABIS CONSUMERS IN AMERICA 2023: PART 312 © New Frontier Data, All Rights Reserved. <br />Attracting potential consumers: <br />Page 263 of 322