Dispensary customer segment · Product preferences
Cannabis beverage buyers: turn a first try into a habit
Help a first try become a habit
The Beverages segment in Sticky Cards includes every dispensary customer who has purchased at least 1 product in the Beverages category.
The newest category on most shelves, bought by people who are still deciding whether it is for them.
What is the Beverages segment?
Everyone here has bought at least 1 product in your Beverages category. The segment follows how your products are categorised in your POS, so it is only as accurate as that is. In most stores it is a smaller list than the established categories and a faster growing one.
The useful thing to know is that a lot of this list is still experimenting. They tried one, and whether they buy a second is often decided by whether it suited them rather than by price. That makes the follow-up more valuable here than the discount.
It is also the category customers ask the most questions about. Anything you send that helps someone choose better is doing double duty, because a good second purchase is what turns this into a habit.
How Sticky Cards builds this segment
- Category
- Product preferences
- Membership
- Dynamic, recalculated from your POS
- Find it in the app
- Customers > Segments > Product Preferences
Expect the Email row to carry this segment, since a message that helps someone choose needs more room than a text gives you. Watch the size of the list month over month as well: this is the category most likely to be growing, and a segment that is growing is worth more of your attention than one that is flat.
What should a dispensary send to beverage buyers?
The second-purchase follow-upEmail
The most valuable send on this list. Someone who tried one and liked it needs to know what else is worth trying, and that message decides whether the category sticks for them.
The new arrivalPush
The range changes often and these customers are curious by definition. Push costs nothing, which suits a category where there is always something new to mention.
The warm-weather pushSMS
This category is more seasonal than most. A text when the weather turns lands better than the same text in February.
The cross-sell from other categoriesEmail
Aim it at the categories next door rather than at this list. This segment tells you the message works; the growth comes from the people not on it yet.
Ideas to try
The what-to-try-next play
Build a play in Play Designer that fires a few days after a first purchase in the category. One email, one clear suggestion, no offer. You are helping them get the second one right, which is worth more than a discount on it.
Sample subject line
What to try next if you liked that
The seasonal blast
Run a Campaign Blast when the weather turns. It is the one category where the calendar does real work for you, and the send costs nothing extra to time well.
Sample text
Warm one this week. We have plenty chilled and ready to go. Reply STOP to end.
The neighbouring-category invite
Send to Edibles with this segment under "Don’t send to". Those customers already buy in a nearby category and have not tried this one, which makes them the shortest path to growing it.
Sample subject line
A different way to go about it
Related segments to pair it with
- EdiblesThe nearest neighbour and your best source of new beverage customers. Send the invite there.
- CBD productsAnother overlapping group. Worth crossing when you are launching something that sits between the two.
- No purchase in 60+ daysDon’t send toSet this as your exclusion on the second-purchase follow-up. Someone who has already been gone two months needs a win-back, not a nudge about what to try next.
What to measure
Watch the share of this segment that buys in the category a second time. That is the number that tells you whether the category is taking hold in your store or just being sampled. Track the size of the list month over month next to it, because growth in a new category is worth knowing about before it shows up in the revenue.
Questions we get
Can I say what a beverage will do for someone?
No. Describe the product, the format and the taste, and leave effects and anything health related out of it entirely. That is true of all your copy and this is the category where the temptation is strongest.
Why focus on the second purchase?
Because the first one is often an experiment. Whether someone buys again is what decides if this becomes a category they shop rather than a thing they tried once.
Where do new beverage customers come from?
Usually from the categories next to it. Send your recruiting message to those segments with this one excluded, so you are only talking to people who have not tried it yet.
See this segment running on your own customers
We connect your POS, build the list from your own orders, and walk you through the first campaign on it.
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