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8 digital signage uses in cannabis dispensaries

Recent applications of digital signage in marijuana dispensaries have highlighted how the merging of displays, content management software and point of sale (POS) systems can create a more customer and employee friendly environment that drives sales.

December 26, 2018

Editor's Note: An earlier version of this story ran on Digital Signage Today, a Kiosk Marketplace sister publication.

Lillyan Wamaitha is marketing manager of Mvix, a company specializing in digital signage solutions.

By Lillyan Wamaitha

Cannabis dispensaries face a list of unique challenges that other retail businesses simply don't have to address. First and foremost, there is a fundamental lack of knowledge about products and accessories because they haven't been a part of mainstream markets. This can make it difficult for customers to commit to a purchase. Dispensaries must also juggle a rapidly changing inventory and find ways to compete with other retailers and provide a shopping experience that will close sales and create repeat customers.

Fortunately, recent applications of digital signage in marijuana dispensaries have highlighted how the merging of displays, content management software and point-of-sale systems can create a more customer and employee friendly environment that drives sales.

Reinforce branding

Marketing your cannabis brand can be a bit of a challenge with federal and state rules as well as restrictive social media guidelines that all but ban brands. Digital signage provides a great way to reinforce your brand – it's a platform you can use to market your products and educate your customers about cannabis. When you can project an engaging and educational image via digital signage, your customers will become more familiar with your brand.

Better inform patrons

New customers may be overwhelmed by the number of choices available at the dispensary. Digital signage can be used to display information about the strain, benefits, cost and other product details so that customers can be better informed. Displaying relevant product information will help empower customers and make them feel more comfortable in the dispensary.

This approach also prevents customers from feeling like they are being pressured into a purchase. They can browse freely and interact with budtenders on their own terms. The more comfortable they feel, the more time they’ll spend in the dispensary and the more likely that they’ll buy more.

Use promotions to improve sales

Adding "New products" or "New specials" to digital signage in a cannabis dispensary will draw attention to specific products and move inventory. You can use images, add short video clips on new products or specials, provide details about upcoming products and even show holiday related promotions or happy hours.

These ads and promotions can be pre-scheduled to display on specific dates, times, and set recurring playtimes.

Effectively manage inventory in real-time

Perhaps one of the biggest advantages of using digital signage in a marijuana dispensary is the ability to integrate with POS technology. As sales are made and inventory levels change, the menu board is automatically updated to display available inventory. This eliminates the need to manually update menus and allows budtenders to concentrate on effectively serving the customers.

You can even program automatic price drops or increases once inventory reaches a certain level.

Free up budtender resources to improve service

Displaying product information on digital signage will free up your budtenders to provide better customer service. When the info on your digital signage answers frequently asked questions, budtenders can serve patrons a lot better since the basics will have been covered by the signs.

They are able to learn more about the customer's needs, quickly move on to more advanced questions & answers, and make recommendations faster. This makes customers feel a part of something beyond the transaction

This will also reduce wait times and speed up ordering.

Drive social interaction and customer loyalty programs

To encourage your customers to interact with you online, connect and stream your social media accounts. Displaying Facebook, Twitter and Instagram posts, galleries and hashtags will incentivize your customers to interact with you on social media for a chance that they'll end up on the big screen.

Social media also creates an opportunity to develop depth by moving beyond the brand. Associating your brand with a lifestyle and discussing and promoting that lifestyle is a subtle way of promoting your dispensary without being too "salesy."

Digital signage also provides a platform to promote your customer loyalty programs. Everyone loves a good deal and rewarding repeat customers with discounts and other perks is a great way to build a loyal base. In addition to having budtenders talk to customers about this, you can use digital displays to share information about the program, benefits, and how the customer can sign. Visually displaying this information will help create buzz.

Create a better retail experience

The cannabis industry is up against certain stereotypes, which makes it all the more important that they create a modern retail experience for customers. Utilizing digital signage allows dispensaries to create a truly modern retail environment that will meet and exceed the expectations of customers who are already used to seeing technology used in their favorite stores.

Creating a familiar environment with interactive displays that are both informative and entertaining adds a level of professionalism that will make customers feel confident about where they are spending their money.

Overcome marketing challenges

Unlike other retail stores, marijuana dispensaries are fairly limited when it comes to marketing and advertising options. Regulations restrict their use of mainstream resources, which makes the in-store experience all that much more important. Stores have to make a great first impression and rely on positive customer experiences to generate more business. Strategically placing and utilizing digital signage in cannabis dispensaries can be an essential tool to overcoming marketing limitations.

Image courtesy of Mvix.