We are big fans of finding creative ways to engage with customers. Whether it’s cheeky Valentine’s Day promotional tie-ins, or ways to extend the mentality of holiday shopping, we love being able to keep the ball rolling from big sales cycles. Among our favorite ways to engage during a seasonal sale cycle is focusing on loyalty. Loyalty isn’t just something people get tattooed across their stomachs- it’s a powerful marketing tool you can leverage to drive return customers. Loyalty programs like SpringBig or Salesforce’s Loyalty Management can be integrated into your platform and leveraged in multiple ways by the operator. We have some key ways to leverage loyalty to keep your dispensary top of mind for cannabis consumers during the more competitive sale cycles.
Time Out Shopping Reminders
You can’t be clingy and double-text, but you do have to be able to tap your customers regularly so you remain top of mind. Regularly sending at least a monthly email to those opted-in showcasing offers, sales dates, and a product feature is a great way to land some sales in their inbox. If you change your sales weekly, a short weekly email that is straight to the point and shows exactly what the sales are and lets them plan for their next dispensary visit.
As you ramp up towards a big sales day or set of days, drop banner reminders in the three or four emails leading up to that marketing beat. As that sales day gets closer, creep that banner up higher and higher until it’s the email right before that shopping beat. Make it clear to your opted-in customers that you are the go-to spot for holidays, 420, Labor Day sales, and all the splurge times.
Surprise & Delight
The old ‘S&D’ trick is a long-labored marketing tactic where you do a ‘just because’ deal for your customers. These are different from win-back campaigns, or ‘we miss you’ campaigns. Don’t overthink it but treat it like a surprise closed sale. With proper segmentation, you can identify customers who love concentrates and offer them 30% off any rosin grams during a specific period. If you strategically drop a surprise & delight campaign leading up to a bigger shopping day, like 420, you keep yourselves top of mind and have earned that customer’s trust before a large spending day. The key to a surprise & delight campaign is to create an air of ‘inner circle’. If the surprise & delight offers aren’t offered to just anyone, it tells your loyal customers that their time and loyalty is highly valued with your dispensary.
Cash Out
As a retailer ramps up to a big shopping season, another way to drive return customers is to remind them of what they’ve already earned with you. Go through your loyalty list(s) and drop them a reminder of the prizing tiers of your rewards program and where they fall in the prize tiers. You can create a personalized field with that guest’s point balance and include an infographic showing what they can cash out to earn if they visit today. Sending this may drive people to come in and cash out. It also drives the idea to come in and spend just a little bit more to reach a higher tier. Using language that shows how close that customer may be to scoring an ounce reward or getting $50 off their next reward turns into a thoughtful spending decision- perhaps the customer knows that after two more visits, they’ll qualify for a really coveted reward. Cap this message off with a reminder of your big sale cycle so they can plan for their next visit and maximize their rewards points to really seal the deal.
Loyalty programs are an incredible tool and so many seamlessly integrate with MJ Platform. See how it all comes together for yourself by clicking here and getting scheduled for a free live demo.
