Dispensary customer segment · Product preferences
Pre-roll buyers: make your dispensary's most frequent visits worth more
Make your most frequent visits worth more
The Pre-rolls segment in Sticky Cards includes every dispensary customer who has purchased at least 1 product in the Pre-rolls category.
High frequency, small basket. The money here is in the visit count and in what else goes in the bag.
What is the Pre-rolls segment?
Everyone here has bought at least 1 product in your Pre-rolls category, which follows how your products are categorised in your POS. In most stores this is the largest and most frequent group you have, and also the one spending the least on each trip.
That combination is unusual and it should change how you treat them. You do not need to get these customers through the door, they are already coming. What you need is for the visit to be worth more, which makes this a basket problem rather than a traffic one.
Frequency also makes them your most reachable audience. A customer who is in every week will see almost anything you send, which is valuable and easy to waste. Send them too much and you burn the one list that reliably reads your messages.
How Sticky Cards builds this segment
- Category
- Product preferences
- Membership
- Dynamic, recalculated from your POS
- Find it in the app
- Customers > Segments > Product Preferences
This is usually your largest segment on every row, which makes it tempting to send everything to it. Resist that. Read the Push row as your everyday channel, and treat the SMS row as a budget for the few sends a month worth a text to someone who is already coming in.
What should a dispensary send to pre-roll buyers?
The attachment offerPush
The main event on this list. These customers are coming anyway, so the message worth sending is the one that adds a second item to a small basket.
The trade-up to infusedSMS
The clearest step up available to this group, and a real increase in ticket rather than a discount. Exclude the people already buying them.
The multi-pack messageEmail
A larger format turns four visits into one bigger one. That is worth less in visit count and more in margin, and it suits the customers whose trips are becoming a chore.
The quiet-day fillerPush
The most responsive audience you have for a same-day message. When a weekday looks thin, this is the list that can actually change it.
Ideas to try
The basket-builder play
Build a play in Play Designer that pushes an attachment suggestion a couple of days after a purchase. Small, frequent, free to send, and aimed at the one number that matters on this segment.
Sample subject line
Worth adding next time you are in
The trade-up blast
Send to this segment with Infused pre-rolls under "Don’t send to". You are talking only to people who have never tried the step up, which is where the whole gain is.
Sample text
A step up from your usual just landed on the shelf. Have a look on your next trip. Reply STOP to end.
The frequency guardrail
Not a campaign. Decide how many texts a month this segment gets and hold to it. They are your most reachable customers and the easiest to lose to message fatigue, which does not show up until they have already stopped reading.
Sample subject line
No subject line: this one is a limit, not a send
The slow-Tuesday push
When a day is running quiet, send this segment a push with a reason to come in today. No other list in your account responds to a same-day message this reliably.
Sample subject line
Quiet in here today if you are passing
Related segments to pair it with
- Infused pre-rollsThe trade-up destination. Exclude them from the trade-up message and use the size of that segment to measure whether it is working.
- FlowerHeavy overlap in most stores. Cross the two before sending to both, or the same customer gets two versions of the same message.
- High Average Basket SizeDon’t send toSet this as your exclusion on basket-building messages. A customer who already fills a large bag does not need the nudge and the offer is wasted on them.
What to measure
Average basket size for this segment, tracked month over month. That is the number every campaign on this page is aimed at, and it is the one that tells you whether frequency is turning into revenue. Watch your opt-out rate alongside it, because this is the segment where over-sending does the most damage and shows up the latest.
Questions we get
Why not just send this segment more offers?
Because they are already coming in. An offer mostly discounts a visit that was happening anyway. The gain is in what else goes in the bag, not in getting them through the door again.
How much is too much messaging?
Set a limit before you need one. This is your most reachable audience, which makes it the easiest to overuse, and the damage shows up as quiet disengagement rather than as complaints.
What is the best single campaign for this list?
The trade-up to a higher price point, sent with the customers who already buy there excluded. It raises the ticket without discounting anything.
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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