Dispensary customer segment · Product preferences
Cannabis concentrate buyers: a small, high-value dispensary segment
Your smallest product list is one of your most valuable
The Concentrates segment in Sticky Cards includes every dispensary customer who has purchased at least 1 product in the Concentrates category.
A small list with high value per customer, and the group most likely to notice when you are guessing.
What is the Concentrates segment?
Everyone here has bought at least 1 product in your Concentrates category, which follows how your products are categorised in your POS. In most stores this is one of the smaller product segments and one of the most valuable per customer.
They also know the category better than almost anyone else on your list, and often better than the person writing the message. That cuts both ways. A specific, accurate message about a producer or a process lands very well. A generic one reads as a store that does not really stock this shelf, and they will shop somewhere that does.
Small list, high value, and easy to lose. That combination argues for fewer sends and better ones, and for spending the time to get the details right rather than pushing volume.
How Sticky Cards builds this segment
- Category
- Product preferences
- Membership
- Dynamic, recalculated from your POS
- Find it in the app
- Customers > Segments > Product Preferences
The rows here will look small next to your other product segments and that is expected. Judge this list on value per customer rather than size, and resist rolling it into a bigger send to make the numbers look better, because a generic message is the specific thing that loses this audience.
What should a dispensary send to concentrate buyers?
The producer or drop announcementSMS
Specific, time-sensitive and wanted. This is a small enough list that a text is affordable and important enough that it is worth it.
The detail emailEmail
Process, producer, batch. The detail that would bore most of your list is the reason this one reads the message, and email is the only channel with room for it.
The early access windowSMS
Limited stock in this category moves fast. Giving this group first look costs nothing and is the clearest way to say you know who they are.
The step across from vapesEmail
Aimed at vape customers rather than this list. It is the nearest neighbouring category and the most natural place to grow this segment from.
Ideas to try
The first-look play
Build it in Play Designer so this segment hears about a limited drop before anyone else. A few hours of head start costs you nothing and it is worth more to this audience than a discount.
Sample subject line
First look before it goes out
The proper description
One Campaign Blast, written with the actual detail in it: who made it, how, what batch. Ask whoever buys for the store rather than writing it from the product name, because this audience can tell the difference.
Sample subject line
What landed and where it came from
The neighbour invite
Send to Vapes with this segment under "Don’t send to". Those are experienced customers in an adjacent category who have not crossed over yet, which is where new members of this list come from.
Sample text
Something new on the shelf next to your usual. Worth asking about on your next trip. Reply STOP to end.
Related segments to pair it with
- VapesThe nearest neighbour and the best source of new customers for this category. Send the invite there, not here.
- Top 20% SpendersHeavy overlap in most stores. Cross the two and you have a very short list of customers worth knowing by name.
- New customer (1st purchase)Don’t send toSet this as your exclusion on anything detailed. A message pitched at an expert lands badly on someone who came in once and is still working out what you sell.
What to measure
Revenue per customer, not list size. This segment will always look small and should always look valuable, and comparing it on size against your flower list is how it ends up neglected. Watch how quickly limited drops sell through after a send to this group, because sell-through is the honest measure of whether the message landed.
Questions we get
This list is small. Is it worth the effort?
Measure it on value per customer rather than reach. It is usually one of the highest-value segments in the account, and it is small enough that a well-written message reaches everyone who matters.
How much detail should I include?
More than feels natural. This audience knows the category, and a vague message reads as a store that does not really stock it. Ask whoever does your buying and use what they tell you.
How do I grow this segment?
From the neighbouring categories, particularly vapes. Send the invitation there with this segment excluded, so you are only talking to people who have not crossed over 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.
Month-to-month · No setup fee · Live in 14 days