Dispensary customer segment · Product preferences
Cannabis flower buyers: marketing to your dispensary's biggest group
Give your biggest group of customers a reason to come in
The Flower segment in Sticky Cards includes every dispensary customer who has purchased at least 1 product in the Flower category.
Usually the largest segment in the store, which makes it the easiest one to waste.
What is the Flower segment?
Everyone here has bought at least 1 product in your Flower category, which follows how your products are categorised in your POS. In most dispensaries this is the biggest list in the account and it overlaps with nearly everything else, which is exactly why it needs handling carefully.
A segment this large is close to being your whole customer base, so a message sent to all of it is barely a segmented message at all. The value is in what you cross it with: a strain preference, a spending band, a recency window. On its own it is a reach list, and reach lists earn their keep two or three times a year.
What does move this group is availability. Flower customers care what is on the shelf this week, which makes restocks and new arrivals the most reliable thing you can send them and gives you a reason to make contact that costs no margin at all.
How Sticky Cards builds this segment
- Category
- Product preferences
- Membership
- Dynamic, recalculated from your POS
- Find it in the app
- Customers > Segments > Product Preferences
Every row will be large here, which is the trap. Before you send, cross this segment with something narrower and watch the reach numbers fall to a size you can write a specific message for. A campaign to 400 people who share a preference will beat a campaign to 4,000 who share only a category.
What should a dispensary send to flower buyers?
The weekly restockPush
What has landed this week. The single most reliable message to this group, it costs no credits, and it gives you a reason to make contact without discounting anything.
The limited dropSMS
Real scarcity is the one thing worth a text here. It moves people the same day and it is the message this audience most wants to be early on.
The crossed campaignAny
Not a send to this segment so much as a method. Cross it with a spend band or a recency window first, and the message can be specific enough to be worth reading.
The price-tier introductionEmail
When you add a higher or lower shelf, this is the audience for it. Email gives you the room to explain what is different about it.
Ideas to try
The weekly drop play
Build it in Play Designer so a push goes out as new stock lands. Set it once and it becomes the rhythm of your marketing, which beats remembering to send something every week.
Sample subject line
On the shelf this week
The crossed send
Take this segment and cross it with Top 20% Spenders, or with No purchase in 30+ days, before you write anything. The narrower list is what makes the message specific enough to work.
Sample subject line
Put aside for the people who ask for it
The limited-batch text
Run it as a Campaign Blast only when the scarcity is real. Used sparingly it is your strongest single message. Used monthly it stops meaning anything.
Sample text
Small batch just landed and it will not be here long. In store from open. Reply STOP to end.
The bulk-format nudge
Send to this segment with Bulk products under "Don’t send to". You are pointing regular buyers at the larger format they have not tried, which raises the ticket without touching price.
Sample subject line
A better way to buy if you are in often
Related segments to pair it with
- Pre-rollsHeavy overlap. Cross or exclude before sending to both, or the same person gets two versions of the same message in a week.
- Bulk productsThe upgrade path for your most frequent flower customers, and a real increase in ticket rather than a discount.
- ConcentratesWorth crossing when you want experienced customers rather than the whole category.
- Last purchase 0-7 daysDon’t send toSet this as your exclusion on restock messages. Someone who came in on Monday does not need Wednesday’s stock news, and this is the segment where over-sending is easiest.
What to measure
Do not judge this segment on the headline send. Compare a crossed campaign against an uncrossed one on revenue per recipient and the gap will make the case for narrowing on its own. Across the year, watch the share of this segment that also appears in a second product segment, because a single-category customer is easier to lose than one who shops the store.
Questions we get
This segment is nearly all my customers. Is it still useful?
As a starting point rather than an audience. Cross it with a spend band, a recency window or another category and it becomes specific. Sent to on its own, it is a reach list and worth using two or three times a year.
What should I send most often?
What is on the shelf. Restocks and new arrivals are what this group actually wants to know, they cost you no margin, and push carries them without using credits.
How do I avoid messaging the same person twice?
Use "Don’t send to" with the overlapping segment. Pre-rolls and flower overlap heavily in most stores, so excluding one from the other is usually the first thing to set up.
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