May 30, 2019|
The movement to legalize cannabis for recreational use has picked up steam in the past couple of years, with multiple states decriminalizing or outright legalizing the practice and Canada legalizing cannabis across the country. Hundreds of entrepreneurs have seized the opportunity to set up their own shops where legal. From general pot shops to establishments specializing in particular products, dispensaries are becoming increasingly common fixtures where legal.
In this competitive environment, dispensary operators can use digital signage to boost efficiency and provide extra value to customers. Here’s how.
Public perception of cannabis has changed incredibly rapidly. In the US, support for cannabis legalization consistently tops 60 percent, which is close to a 180 from the favourability numbers in 2000.
For all the appeal of chalkboards and retro-themed static menus, digital menus are the way to go in today’s retail space. They’re brighter, more colourful, and can include moving visuals, which has been shown to create more emotional appeal than static imagery.
Establishments that opt for digital have enjoyed quick and impressive results. For example, in the UK, the burger chain Prime Burger saw sales jump by 50% after deploying digital menu boards in its locations.
For cannabis dispensaries looking to maximize their revenue, installing and operating digital menus is, therefore, an obvious choice. They offer a smart, space-saving way to run through the long list of strains and products that many dispensaries have, and a great way to use big visuals to draw attention to new additions that repeat customers might like.
In addition to the heightened visual appeal, digital menus can let dispensaries present dynamically changing menus. Products featured on the board could change based on time of day, or in response to external conditions like weather, holidays, or other events. It’s a good way to make menus a little more interesting and a lot more relevant to customers.
Finally, digital menus have the advantage of allowing integration with point of sale systems. This means that menus can adapt to current stock levels on the fly, automatically changing promotions or outright removing items from display when they are sold out. Particularly given that some areas have experienced supply shortages in the wake of legalization, this feature of digital menu boards could be a big help to dispensary workers.
For even greater benefit when investing in digital signage, it’s worth expanding into interactive displays. Retailers and many other kinds of businesses have begun installing digital kiosks both to streamline their in-store sales process and to enable customers to explore product, subject, or safety information in a self-directed way.
Given the confusion and misinformation that exists around cannabis, this kind of installation could be particularly useful for dispensaries. Topics like safety tips, recommendations or warnings specific to different methods of consumption, information about the history of different strains or cannabinoids, and more are all likely to be welcomed by curious customers.
Menu boards are all well and good for helping customers understand the stock in a dispensary, but it’s also worth using digital displays geared toward advertising. Setting up digital point of purchase (POP) displays can help dispensaries prompt impulse purchases of products or accessories that customers might find interesting. It’s a good way to boost sales, and offers the opportunity to establish an ad revenue stream as well.
When it comes to efficiently operating digital signage, controlling the overall content strategy from a centralized, even remote location is generally the way to go. It can be important, however, for local teams to be empowered to alter content on the fly as well. Dispensaries might find this useful in the event that a particularly popular product gets sold out and customers need to be notified, or if there are special promotions, events, or other notices that need to be shared.
To keep screen content on-brand, it’s a good idea to minimize the amount of design work that needs to be done whenever local content needs to be updated. Some digital signage platforms offer template-based content solutions that make only select portions editable by users. This can allow the team at a dispensary to quickly get out necessary information without compromising on the business’ branding.
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