Dispensary customer segment · Spending and value
Low-spend dispensary customers: grow baskets under $50
Grow the customers with the most room to grow
The Low Spenders segment in Sticky Cards includes every dispensary customer whose average order value is under $50.
The band with the most headroom in your store. Treat it as an opportunity list rather than a low-value one.
What is the Low Spenders segment?
Everyone here has an average order value under $50. That is the whole rule, and it is the same figure in every store using Sticky Cards.
The important thing is what the label does not tell you. A low spender might be a careful shopper who comes in every week, or someone who bought once and left. Those two people need completely different messages, so this segment is almost never useful on its own. Cross it with a recency segment before you write anything.
It is also the band with the most room in it. Moving a low spender up one step is usually easier than squeezing more out of a customer who already spends near their ceiling, and there are more of them to move.
How Sticky Cards builds this segment
- Category
- Spending and value
- Membership
- Dynamic, recalculated from your POS
- Find it in the app
- Customers > Segments > Spending & Value
Read the Loyalty row first. A low spender who is not on a Sticky Card may simply be a customer you cannot see properly, because a few of their purchases went through without being attached to them. Getting the card on their phone can move someone out of this band without their behaviour changing at all.
What should a dispensary send to low spenders?
The bundle or multi-buyEmail
Raises the ticket without cutting the price of anything. It gives a careful shopper a reason to buy more at once rather than asking them to spend more for the same.
The loyalty enrolment askSMS
Points give a price-conscious customer a concrete reason to consolidate their spending with you rather than splitting it across shops.
The category introductionEmail
Plenty of people in this band buy one thing and nothing else. A second category is usually a bigger lift than a bigger version of the first one.
The value messageEmail
What your everyday pricing actually is, plainly stated. This is the band that shops around, so being clear beats being clever.
Ideas to try
Split the band by recency first
Send to this segment with Last purchase 8-30 days as the crossing, then again to the half that has gone quiet. A frequent small spender needs a basket message; a lapsed one needs a win-back. Sending both groups the same thing is why this segment usually underperforms.
Sample subject line
A better way to shop if you are in often
The second-category blast
Cross this segment with a product segment and exclude it, so you are talking to people who only ever buy one thing. Introducing a second shelf lifts the basket more reliably than a discount does.
Sample subject line
Something else on your next trip
The enrolment push
Cross with Has No Loyalty. This is the band where points matter most, because the customer is already paying attention to what things cost.
Sample text
Add your card and start earning on every trip. Takes a second at the counter. Reply STOP to end.
Related segments to pair it with
- Mid-range SpendersThe next band up, at $50 to under $100 average order. Watch the flow between the two month over month; that movement is what these campaigns are for.
- High Average Basket SizeThe top band of the same measure, at $100 or more. Useful as the far end of the ladder you are moving people along.
- New customer (1st purchase)Heavy overlap. A lot of low spenders are simply new, and a new customer needs a second-visit message rather than a basket one.
- Top 20% SpendersDon’t send toSet this as your exclusion on any bundle or multi-buy message. Someone already in your highest-value band does not belong in a campaign about filling a basket.
What to measure
Count how many people move from this band to the next one over a quarter. That flow is the only honest measure of whether these campaigns work, and it is slow enough that judging a single send on it will mislead you. Watch average basket size for the segment alongside it, because that moves first.
Questions we get
What counts as a low spender?
An average order value under $50. It is a fixed rule rather than a share of your customer base, so the size of this segment tells you something real about your store.
Are these customers worth marketing to?
Usually yes, and more than their label suggests. This band holds the most people and the most room to grow, and a customer moving up one step is often easier to achieve than getting more from someone already near their ceiling.
Should I send them discounts?
Be careful. A price-conscious customer who learns to wait for a discount ends up spending less, not more. Bundles, a second category and a loyalty card all raise the basket without training that habit.
Why does this segment perform badly on its own?
Because it mixes two unrelated groups: careful regulars and people who barely started. Cross it with a recency segment and send each half its own message.
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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