The retail floor is your funnel
Cannabis isn’t a novelty anymore.
Margins are tighter. CAC is higher. Loyalty is harder to earn.
So why are we still acting like the dispensary is just a shelf?
Shopper marketing isn’t an afterthought—it’s the strategy.
And in 2025, it’s the only one that turns traffic into trust.
Let’s start with the data
- 76% of cannabis shoppers decide what to buy in-store. (Headset, 2024)
- 80% of CPG purchases happen at the shelf. (POPAI, 2023)
- Brands using point-of-purchase displays see a 20–50% lift in sales. (Shop! Association)
- Dispensaries that combine shopper strategy with loyalty drive 2–4x higher LTV. (McKinsey, 2023)
In other words: If you’re not optimizing the floor, you’re leaving money on it.
From shelf to self: A shopper journey that converts
Phase 1: Approach Zone (0–10 feet)
- Window clings with QR drops
- Exterior lifestyle signage
- Push alerts for loyalty members
Phase 2: Welcome Zone (10–30 feet)
- Branded feature tables
- Vendor takeover zones
- Menu boards with “Shop by Feeling”
Phase 3: Decision Zone
- Shelf talkers that actually educate
- Micro-stories: who made this and why
- Strategic cross-merch (e.g. “Chill Kit” with pre-roll + edible)
Phase 4: Checkout Zone
- Impulse bundles (low-commitment, high-AOV)
- Budtender-led CTAs
- QR codes to enroll in loyalty, review, reorder
Phase 5: Exit Experience
- Bag inserts with re-up deals or product stories
- Brand rituals: playlists, share prompts
- Refer-a-friend triggers to build community
Know your market. Adapt your playbook.
Michigan – Deli Style & Sensory Gold
Top Markets: Detroit, Ann Arbor, Grand Rapids
Standout: JARS Cannabis
- Smell jars, budtender picks, vendor activations
- Consistent layouts across 20+ locations
JARS turns every display into a story—and every scent into a sale.
Illinois – Restricted Access, Elevated Strategy
Top Markets: Chicago, Naperville, Aurora
Standout: Sunnyside (Cresco Labs)
- Touchscreen kiosks + effect-based categories
- Color-coded menus, loyalty integration
Sunnyside proves you don’t need open shelves to open minds.
California – Cluttered Market, Curated Wins
Top Markets: LA, SF, Oakland
Standout: Rose Mary Jane (Oakland)
- Minimal displays, mission-first merchandising
- Social equity storytelling on every shelf
When others go loud, Rose Mary Jane goes meaningful.
Colorado – Freedom Meets Flow
Top Markets: Denver, Boulder
Standout: Native Roots
- Modular shelves, lifestyle bundling
- Smart POS flows for locals vs. tourists
They don’t just merchandise—they mobilize.
Arizona – Retail Meets Ritual
Top Markets: Phoenix, Tempe
Standout: Sol Flower
- Café-style experience + classroom space
- Comparative signage, community-first merchandising
Wellness starts on the shelf and ends in loyalty.
Massachusetts – Curation for Newbies and Vets
Top Markets: Boston, Worcester
Standout: NETA (New England Treatment Access)
- Effect-based zones
- Educational take-home guides
Clarity sells—especially where choice overwhelms.
Nevada – Experience is Everything
Top Markets: Las Vegas, Reno
Standout: Planet 13
- LED walls, activation zones, live art
- Tourists targeted with rituals + CRM
The floor is the campaign. The exit bag is the CTA.
New Jersey – Still New, Already Evolving
Top Markets: Newark, Jersey City
Standout: The Apothecarium
- “Shop by Need” layout
- High-touch, stigma-free experience
They design for trust—and it shows in retention.
Florida (Medical Only)
Top Markets: Miami, Tampa
Standout: Trulieve
- One-on-one patient journeys
- SMS follow-ups and reorder cards
In medical markets, education is your loyalty loop.
This is the retail shift cannabis needs
Shopper marketing isn’t about making it look good.
It’s about making it work.
Because when done right?
- Signage becomes sales strategy
- Layout becomes a funnel
- Budtenders become brand evangelists
- The bag becomes a billboard
Five rules to build the floor like a CMO
- Map the customer journey like a funnel.
- Match your strategy to your regulatory reality.
- Educate + sell in every zone.
- Activate CRM at the register—not just online.
- Treat the store like a system, not a vibe.
Final Word
Shopper marketing is the most overlooked retention tool in cannabis.
It’s not a sign.
It’s a system.
And the brands that understand that?
They don’t just win sales.
They build loyalty that lasts.
Need a shopper marketing strategy that speaks to your audience—not just your shelves? Let Herban Haus create your in-store experience—one display at a time.
Herban Haus helps cannabis brands build systems rooted in sustainability, retention, and cultural relevance. If you’re ready to stop performing and start leading, let’s build something that lasts.
