With more and more states legalizing marijuana, a new industry is emerging right before our eyes. Where much of the industry is still focused on the macro-trend of state-level sales, I think it’s way more interesting to start looking at marijuana consumers like other packaged goods industries do: through the lens of shopper marketing.
That’s why I worked together with Atomic20 to conduct a consumer survey in Washington and Colorado to do exactly that: understand the shopping behavior of marijuana consumers. Two key shopper personas emerged. What struck us is that shopper loyalty to brands and retail stores is remarkably low for both of them, leaving a prime opportunity for dispensaries and edible brands to influence the shopping decision and build brand loyalty.
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