Marijuana Business Magazine - April 2018

Design Matters Retail design is one of the most important ways dispensaries can cater to customers. From construction to ameni- ties, a retail space is where customers engage with your staff and products. In Washington state, Hashtag Can- nabis’ largest dispensary in Fremont has a 900-square-foot retail floor that accom- modates approximately 60 customers, said Logan Bowers, co-owner of the compa- ny’s two Seattle-area shops. Hashtag uses tamperproof glass display cases through- out the store to keep customers browsing, engaged and learning about products while they wait to see a budtender. The displays include products with descriptions and prices, daily discounts and vendors’ specials, and budtenders’ recommendations – like you’d see in a bookstore, Bowers said.The budtender recommendations have been popular and create a connection between customers and sales associates. The key to effective displays is accuracy, he said. Avoid customer confusion by accurately labeling products with THC to CBD ratios and current pricing. It helps customers make informed decisions before seeing a budtender. California’s Harborside designed its flagship store in Oakland to feel comfort- able for customers and unintimidating, without bars on windows or bulletproof glass. Instead, there’s an open retail floor with couches and complimentary water stations, said Andrew DeAngelo, Harbor- side’s director of operations. In Nevada, design is critical to the customer experience atThe+Source, said Andrew Jolley, owner of the company’s two retail stores.The dispensaries’ lobbies are large open spaces with seating for more than 30 customers.They also boast floor-to-ceiling glass doors, so customers can see the retail floor and the hundreds of products on display while they wait. The open layout ofThe+Source’s retail floors has natural daylight from Solatubes and custom wood shelves with built-in LED lighting to illuminate the dispensary’s products that are on display. The design lends to interaction between customers and sales associates. “Our most unique attribute is how we’re designed,” Jolley said. EXECUTIVE SUMMARY High-quality customer service can distinguish your marijuana dispensary from rival retailers. Veteran dispensary operators shared the following tips for providing stellar customer service, both in-store and online: • Design a dynamic retail space that allows customers to engage with your sales associates and products while they wait. • Staff your retail floors appropriately so customers who need more time and attention can interact with knowledgeable sales associates. • Schedule ongoing, in-depth training for sales associates so they can share product knowledge and safety tips with customers. • Educate customers on new products, state testing requirements, cultivation practices and safe consumption to build trust in your brand. • Offer an accurate online menu, convenient pickup and delivery options, and incentives for online customers. The lobbies at The+Source’s two Nevada dispensaries are large open spaces with floor-to-ceiling glass doors. Photo by Brandon Wiegand 42 • Marijuana Business Magazine • April 2018