Dispensary customer segment · Product preferences
Infused pre-roll buyers: dispensary marketing for premium shoppers
Show your trade-up buyers what is new
The Infused pre-rolls segment in Sticky Cards includes every dispensary customer who has purchased at least 1 infused pre-roll.
A higher price point than the standard version, bought by people who chose it on purpose. Market it that way.
What is the Infused pre-rolls segment?
Everyone here has bought at least 1 infused pre-roll. That is a deliberate choice over the cheaper version sitting next to it, which tells you something useful before you write a word.
These customers have already shown they will pay more for convenience and for a specific experience. That makes them a poor audience for a price message and a good one for a new-product message, because what moves them is whether something is interesting rather than whether it is cheap.
Keep them separate from your standard pre-roll list. The two groups overlap but they do not behave the same, and a blast about entry-price pre-rolls sent to this segment is an invitation to spend less with you.
How Sticky Cards builds this segment
- Category
- Product preferences
- Membership
- Dynamic, recalculated from your POS
- Find it in the app
- Customers > Segments > Product Preferences
Check the SMS and Push rows together. This is a category where new products land often and matter, so you want a channel you can use repeatedly without cost, and push is it. Keep SMS for the drops that warrant a text, because the temptation with a fast-moving category is to send too much.
What should a dispensary send to infused pre-roll buyers?
The new-product dropPush
This category turns over quickly and this buyer wants to know. Push costs no credits, which means you can tell them every time without the sends adding up.
The brand launchEmail
When a name they will recognise arrives, email gives you the room for the story. This buyer reads that kind of message in a way a price-led shopper does not.
The trade-up nudgeSMS
Point it at your standard pre-roll buyers, not at this list. This segment is the proof the trade-up works and it tells you who to aim it at.
The weekend timingSMS
This is an occasion product more than a daily one. A Thursday or Friday send matches when the decision is actually being made.
Ideas to try
The drop play
Build a play in Play Designer that pushes to this segment when something new lands in the category. Set it up once. The category moves fast enough that anything needing you to remember will not get sent.
Sample subject line
Something new in, first look
The trade-up blast
Send it to Pre-rolls with this segment under "Don’t send to". You are talking to people who have not tried the step up yet, and the ones who already have do not need convincing.
Sample text
Something a step up from your usual just landed. Have a look next time you are in. Reply STOP to end.
The Friday send
Run a Campaign Blast late in the week rather than midweek. Match the send to when the purchase actually happens and you get more out of the same message.
Sample subject line
Set up for the weekend yet?
Related segments to pair it with
- Pre-rollsThe neighbouring segment and your trade-up audience. Send the step-up message there, not here.
- High Average Basket SizeCross them to find the customers who buy at this price point and fill a large basket while they are at it.
- Low SpendersDon’t send toSet this as your exclusion on anything at this price point. Leading with a premium product to someone who buys carefully wastes the send and reads as tone deaf.
What to measure
Compare average basket size for this segment against your standard pre-roll buyers. The gap is what the category is worth to you and it is the number to watch as you push people up into it. On individual sends, measure units moved rather than revenue, because a drop campaign that sells out a small batch looks weak on revenue and did exactly what you wanted.
Questions we get
Are these customers also in the Pre-rolls segment?
That depends on how the products are categorised in your POS and on what else they have bought. Treat the two lists as overlapping rather than nested, and use "Don’t send to" when you need them kept apart.
How often should I message this segment?
More often than most, because the category changes fast. Keep the frequent sends on push, where they cost you nothing, and save text for the drops that are worth a text.
Should I lead with price here?
No. These customers already chose the more expensive option once. What moves them is a product being new or interesting, not it being cheaper.
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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