Dispensary customer segment · Product preferences
Cannabis edibles buyers: dispensary campaigns that bring them back
Keep the edibles customers coming back on cycle
The Edibles segment in Sticky Cards includes every dispensary customer who has purchased at least 1 product in the Edibles category.
A category bought on a rhythm. Learn the rhythm and you get most of the way there.
What is the Edibles segment?
Everyone here has bought at least 1 product in your Edibles category, which follows how your products are categorised in your POS. It is one of the most predictable categories in a dispensary: people find something they like, buy it again, and run out on a fairly regular schedule.
That predictability is the whole opportunity. You do not have to persuade this customer of anything, you have to be in front of them at roughly the right time. Get that right and the category more or less runs itself.
The second thing worth knowing is that this group responds to variety more than most. New flavours, new brands and new formats all give someone a reason to come in earlier than they otherwise would, which is the cheapest way to shorten the cycle.
How Sticky Cards builds this segment
- Category
- Product preferences
- Membership
- Dynamic, recalculated from your POS
- Find it in the app
- Customers > Segments > Product Preferences
Push does most of the work on this segment, because new arrivals are worth mentioning often and this is the category with the most of them. Keep the Email row for the bigger range changes and the SMS row for the moments that warrant a text, or you will train a responsive audience to stop looking.
What should a dispensary send to edibles buyers?
The new arrivalPush
This category changes constantly and this buyer likes variety. Push lets you say so every time without the cost adding up.
The reorder nudgeSMS
Timed to when they would be getting low. The most reliable revenue on this page, because you are catching a purchase that was going to happen and deciding where it happens.
The brand launchEmail
When a name people know arrives, this is the audience that cares. Email carries the pictures and the detail that a text cannot.
The multi-buy messageEmail
This is one of the few categories where buying more at once is natural rather than pushy, because people are stocking a cupboard rather than making a single choice.
Ideas to try
The new-flavour play
Build it in Play Designer so push fires when something new lands in the category. It is the single highest-return automation on this segment because there is always something new and it always pulls someone in early.
Sample subject line
New in this week
The cycle catch
Cross this segment with No purchase in 30+ days. An edibles buyer a month past their usual trip has almost certainly run out, and a single text at that point does most of the work.
Sample text
Running low? Your usual is in stock and your points are on your card. Reply STOP to end.
The beverage introduction
Send to this segment about the beverage shelf, with Beverages under "Don’t send to". It is the nearest category and these customers are the most likely to move across to it.
Sample subject line
A different format worth a try
The stock-up send
Run a Campaign Blast before a long weekend or a holiday. This is one of the few categories where buying ahead is the natural thing to do, so the timing does the persuading.
Sample subject line
Worth stocking up before the weekend
Related segments to pair it with
- BeveragesThe nearest neighbour. This segment is the best source of new beverage customers you have.
- FlowerCross the two to find the customers who shop your store broadly rather than one shelf. Those are the hardest to lose.
- CBD productsDon’t send toSet this as your exclusion when you are introducing edibles to other shoppers. A CBD-only customer may have chosen their shelf deliberately.
What to measure
Track the average gap between purchases for this segment and watch whether your new-arrival sends are shortening it. That is the one number that captures what this category is worth to you. On the reorder campaigns specifically, measure revenue per recipient, because the audience is large enough that a weak offer can hide behind a good-looking open rate.
Questions we get
How often should I message this segment?
More often than most, as long as the frequent messages go by push where they cost you nothing. Keep text for the reorder nudges and the launches that deserve one.
Can I say anything about strength or effects?
Stick to what is printed on the product: format, flavour, size and the labelled content. Leave out anything about what it will do for a person, in every channel.
How do I work out the reorder timing?
Rather than picking a number, cross this segment with the absent lists. Someone who has passed their usual gap will show up there, and that is the signal to send.
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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