How to Elevate the Cannabis Buying Experience
When we talk about an “elevated experience” in the cannabis industry, we’re not just talking about getting high. It’s a phrase that embodies the community’s mission to eliminate negative stereotypes through responsible consumption and education.
Think of it as brand strategy with the consumer in mind; you always want patients to feel comfortable, confident and informed when they’re considering buying your product to take home. Start giving back today with these tips.
Provide Facts
A full ingredient list and laboratory test are just the bare minimum of what should be included on your product’s packaging and your website, too. This would be a good start, but the truth is that patients typically want to know a lot more than simply what’s inside.
They want to know, as much as possible, what the onset time will be and how they will feel after using the product. Should it be used morning, night or all day long? How long should they wait before re-dosing? Think of an answer to every possible question a new cannabis consumer might have, and make it an integral part of your branding.
Care About Details
High-end aesthetics and practicality are extremely important. This is true with both product and packaging design! Cannabis consumers really do care about the little things. They want to feel confident when they leave a dispensary that the product in their bag will work as advertised and provide a pleasant experience. If the consumer can’t gain that confidence simply by picking up the package, then it’s time to go back to the drawing board.
Some specific small details that matter to connoisseurs and newer consumers alike:
- Beautiful packaging which provides a clear product description, and a sense of the intended mood or effect.
- Clearly marked dosage meters or perforations on edible and drinkable products.
- Air-tight sealed packaging for cannabis flower, with appropriate humidity control.
- Proper labeling and lids on topical containers so they can be handled.
- Current lab test labels on the outside of every package.
Promote Responsibility
Always do your best to inform the consumer – directly on the package – of everything they’ll need to know. After all, you or your sales reps will not be in the store with them when they are checking out your product. Don’t rely on dispensary staff to educate patients about safe and effective ways to use your particular product. The burden is on manufacturers to make that information part of their packaging, labeling and overall branding process.
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