August 2018

for online orders, and Buddy’s offers 1.5 times the points on Tuesdays and Sundays. “We don’t scan driver’s licenses,” Kahn said. “We only use cellphone numbers for the check-in, so people can be anonymous. Some people vol- unteer additional information.” That additional information includes what kinds of products they prefer, whether it’s concentrates, edibles or flower.The information allows Buddy’s to cater their messaging to individual customers. Exploring Cross-Promotion Simply Pure hopes to revive a cross-promotional program it had when owners Wanda James and Scott Durrah also owned a restaurant a block from the dispensary. A customer who spent $35 or more at the restau- rant could take the receipt to Simply Pure and get a pre-roll for a penny. The restaurant would also stamp the customer’s Simply Pure loyalty card. A customer who spent $35 or more at Simply Pure would get a stamp and could take the dispensary receipt to the restaurant for a complimentary drink. Customers who amassed 10 punches (for a total of $350) would get a $35 discount at either the res- taurant or the dispensary. Simply Pure has been talking with three restaurants and bars that are less than a block away from the dispensary about implementing a similar pro- gram.The dispensary also has drawn the interest of a nearby alternative and holistic wellness center. “We’re trying to work out good relationships with other businesses in the neighborhood,” he said. “I’m fairly confident we’re going to have some cross-promotions in place this summer. We also are considering a neighbor- hood discount based on ZIP code to help with local traffic.” Simply Pure also sends out emails promoting specials. A recent Mother’s Day promotion offered 50% off flower to customers who bought a piece of marijuana-inspired Genifer M jewelry, which translated to an ounce for $75. The same email promoted the 1906 New Highs three-pack of chocolates with a buy-one-get-one offer or a microdose pack of chocolate-covered beans for $2.50. Customers who order online before they enter Simply Pure are immedi- ately allowed beyond the lobby and into the store, where their orders are waiting, rather than waiting their turn “We use that to send out SMS mes- sages with regards to specials on the products they prefer,”Kahn said. “People always have the option to opt out. Some people don’t want that information com- ing through their cellphones.” Denver-based dispensary Simply Pure moved to a point-of-sale loyalty program from a punch-card system after some of its cards and stamps were stolen. Custom- ers in Simply Pure’s loyalty program earn a point for every dollar they spend.When they reach 300 points, they get a $15 in- store credit. S imply Pure is handing its customers passports to savings. The Denver marijuana dispensary has teamed up with other busi- nesses in the city’s trendy Lower Highland neighborhood to offer discounts on everything from donuts to kombucha in Passport to 420, a green booklet designed to look like a passport. Participating companies paid to be part of the passport, and the money went toward the design and print costs. Simply Pure customers get a pre-roll or single-serving edible for every stamp they score from one of the five par- ticipating businesses. The participating businesses in the ultra-walkable neigh- borhood also offer specials: a margarita for $4.20 from a neighborhood Mexican restaurant; 20% off drinks on tap at the kombucha establishment; or a buy- one-get-one-free donut. “As soon as this passport book was out and finalized, there were three or four other businesses in the neighborhood that came in and said, ‘We should be a part of that,’” Simply Pure General Manager Brian Nowak said. Other cannabis businesses offer specials in the book. OpenVape is advertising 15% off Craft Reserve cartridges, and CannaPunch is offering 10% off its products purchased at Simply Pure. And, of course, Simply Pure advertises its own specials in the Passport to 420 booklet. There’s a coupon promoting happy hour prices any time, which allows customers to get 20% off Simply Pure concentrates or $4.20 pre-rolls. Like any passport, this one also has an expiration date, so Simply Pure is already looking at what’s next. “We want to follow it up with a similar passport book,” Nowak said. – Margaret Jackson NEIGHBORHOOD PASSPORT 42 • Marijuana Business Magazine • August 2018