A Quality-Focused Consumer with a Taste for a Growth Category
Premium Shopper with a Taste for Quality
Meet Vince, a discerning cannabis consumer who knows exactly what he’s looking for in a dispensary experience. Vince visits the dispensary 3 to 4 times a month and typically spends around $100 per visit. His shopping habits reflect a strong preference for premium products, particularly hash rosin and pre-rolls.
Vince’s approach to shopping is efficient yet deliberate. He usually spends about 5 minutes in the dispensary, asking a few targeted questions to the budtender. While he appreciates the guidance, he dislikes when budtenders assume his preferences—especially when they lean towards value purchases or high THC content. Vince prioritizes quality over quantity and enjoys discussing who is producing top-tier products.
For Vince, an ideal dispensary experience seamlessly combines a well-organized menu with informed budtender conversations. He values menus that highlight premium products and provide detailed information, especially about the quality of concentrates like hash rosin. Vince has also noted that while many dispensaries store their concentrates in the fridge, they often miss the mark by not including enough detailed information about these products on their menus.
But there’s one more thing—Vince also loves cannabis drinks. He enjoys the convenience and taste of infused beverages, typically consuming them for their fast onset time before a movie. Drinks are often overlooked by budtenders as recommendations due to their perceived high cost per milligram of THC. However, Vince, along with a growing segment of the market, doesn’t mind. He loves that you can crack a can and feel the effects in just 10 minutes.
Brands and Dispensary Preferences
Vince’s favorite drink is Sweet Justice’s sugar-free root beer with 10mg of THC. This product perfectly aligns with his preference for convenience, taste, and fast-onset.
Drinks: The Slow-Growing Mainstream Market
Cannabis drinks are often discussed in the context of their regulatory challenges, such as childproofing, THC limitations, and package size restrictions. It’s not as if the industry is set up yet for customers to visit dispensaries to pick up a 12-pack of their favorite infused beverage, but this is expected to change over time as regulation softens and demand increases for infused beverages. Dispensaries that emphasize point-of-purchase attention on beverages will reap the benefits. As the market evolves, more consumers like Vince will be looking for the convenient, discreet high that infused beverages offer.
Menus and Merchandising Strategies
To cater to customers like Vince, dispensaries should consider enhancing their point-of-purchase merchandising to remind customers that they can pick up an ice-cold infused drink. Additionally, Vince would appreciate more information on premium hash rosin. This combination of interests may not be immediately obvious when thinking about customer types, but it’s often those who prioritize quality who also have the disposable income to buy drinks and other products that may not provide the best milligram-per-dollar value but offer a convenient and repeatable experience.
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Cannabis marketers face the challenge of rapidly changing inventory. By the time a campaign is ready, the product may be out of stock. Deploying promotions across multiple locations with different inventory levels complicates this further. Promotions might appear in stores that never received the product or stay active after it's sold out.