MJBiz Buyers Guide: Retail Strategy 23 - 21

MJBizDaily Buyers Guide Retail Strategy
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Successful cannabis retail leaders offer a seamless and inspiring in-store experience for their
customers. This starts by having a unique brand vision that allows the store to stand out in a
competitive market.
" The most critical (design factor) is having a distinct point of view, " adds Whitney Beatty, founder
and CEO at Los Angeles cannabis retailer Josephine and Billie's. " Everyone doesn't need to be an
Apple store. How are you building a unique in-store experience? ... What does the customer journey
look like for a first-time visitor? "
CREATING AN ATTRACTIVE IN-STORE AESTHETIC
Some states are so strict with their retail guidelines that stores are limited to bland and sterile
environments. Still, operators must accept these laws if they want their business to thrive.
" Established rules and regulations, from marketing to packaging guidelines ... are different for
every market and ever-changing, " says Drew Stuart, co-owner of High Desert Relief, a dispensary
chain in New Mexico. " Some rules are over the top, and some are reasonable. Regardless, you are
responsible to abide by them. "
Stuart's stores incorporate local artwork and other design
elements to make the dispensary feel more welcoming to
medical patients.
Millican, who oversees Cookies' stores from Toronto
to Thailand, said: " We look at every limitation and
regulation as an opportunity to innovate. "
Business owners and top-level executives should
maintain a close working relationship with store
managers, offering retail teams a two-way dialogue to
address issues and offer feedback.
" We created a store that
encourages our customers
to walk around, sit down
and spend time with their
budtender. Each state has
its own regulations. Learn
the rules and get creative. "
" Take the time to go to the store and talk to the
dispensary manager and their marketing team, " advises
Lilach Mazor Power, whose Mazor Collective operates a
medical cannabis dispensary in Phoenix. " Ask them what
they think/need/want. The opportunities as a brand are available if you create a mutual win for the
store and your brand. Don't assume you know what they like or want.
" We created a store that encourages our customers to walk around, sit down and spend time with
their budtender, " Mazor continues. " Each state has its own regulations. Learn the rules and get
creative. "
-Lilach Mazor Power,
Mazor Collective
THINK NATIONAL BUT MAINTAIN LOCAL FLEXIBILITY
For larger businesses that operate across multiple states, it is important for the in-store experience
to have uniformity across all markets. But because each state comes with its own retail laws, some
wiggle room is necessary.
" Brands set their personal aesthetic and shopping experiences at a national level, " says Dennis
Curran, chief operating officer at multistate operator Acreage Holdings. " When The Botanist brand
rolled out, for example, Acreage had a plan as to how they wanted guests to interact through
the store. ... Still, even with a high-level plan, brands need to be flexible and allow variations to
accommodate varying state regulations. "
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MJBiz Buyers Guide: Retail Strategy 23

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