Dispensary vs. Experience: Retail Models Disrupting the Cannabis Consumer Journey

LOS ANGELES — Cannabis retail is undergoing a significant transformation, moving beyond traditional dispensary models to offer more immersive and meaningful customer experiences, represented in the rising introduction of consumption lounges. 

Companies like NorCal’s Urbana are at the forefront of this shift, demonstrating how to deeply connect with a diverse consumer base. 

Insights from Urbana’s cannabis dispensary and on-site consumption lounge model reveal how cannabis retailers can completely redefine the consumer journey, coloring outside the lines of the status-quo and traditional dispensary shopping experience. more personal cannabis consumer care, and strong brand partnerships, creating a win for the cannabis community at large.

Urbana Introduced a New Standard in Cannabis Retail

Urbana has redefined cannabis retail by integrating consumption lounges into their dispensaries, introducing a new standard in the consumer experience across cannabis. These lounges offer a unique experience that extends far beyond a typical dispensary visit.

Consumption Lounges Offer More Than a Transaction

Urbana’s consumption lounges provide a safe, comfortable space for on-site consumption, significantly enhancing the customer experience. These lounges were built on the foundation of education, enjoyment, and community. 

They are designed to be inviting and social, encouraging customers to relax, interact, and enjoy their products in a community setting. This model transforms a simple transaction into a memorable experience, fostering a deeper connection with the brand.

Personalizing Customer Care

Urbana emphasizes personalized service, with knowledgeable staff providing tailored recommendations based on individual preferences and needs. This approach ensures high satisfaction and loyalty, beginning long before customers step through the door and continuing well after they leave.

The esteemed Tali Eisenberg leading am educational workshop for seniors and cannabis at Urbana.  

Community Engagement

Urbana actively engages both the local and cannabis communities through a range of creative and social events, fostering belonging. Signature events like the Sonoma Hills Comedy Harvest combine cannabis with gourmet food and live comedy, while Half-Baked Comedy Night brings in local Bay Area comics for an evening of laughter.

Beyond comedy, Urbana offers diverse experiences like Pizza and Pre-Rolls, Dim Sum and Dabs, and Puff N Paint, where guests can explore art and cannabis in a relaxed atmosphere. Events such as Brand Spotlight Days, Oscar Viewing Parties, and Sports Viewing Parties further enhance community interaction, transforming the dispensary into a social hub.

Creating Meaningful Retail Experiences in Cannabis

To replicate the success of Urbana and other experiential retailers, cannabis companies should focus on several key strategies:

• Design Engaging Spaces: Creating inviting and interactive spaces, like Urbana’s consumption lounges, can significantly enhance the customer experience. These spaces should encourage social interaction and relaxation, making the retail visit more than just a transaction.
• Personalize Customer Care: Investing in knowledgeable staff and personalized service can make a significant difference. Training staff to understand and cater to individual customer needs fosters loyalty and satisfaction.
• Engage with the Community: Building strong community ties through events, partnerships, and initiatives can deepen customer connections. Supporting local causes and creating opportunities for customers to engage with the brand in meaningful ways strengthens loyalty and trust.
• Foster Brand Partnerships: Partnering with brands that share similar values and can enhance the customer experience is crucial. These partnerships can offer exclusive products, unique events, and collaborative marketing efforts that resonate with consumers.
• Utilize Technology: Incorporating technology, such as mobile apps, online ordering, and virtual consultations, can enhance the customer journey. These tools provide convenience and accessibility, making it easier for customers to engage with the brand.

The Experiential Approach to Cannabis Retail Ahead

The future of cannabis retail lies in creating immersive and meaningful experiences that resonate with a diverse range of consumers, extending the consumer journey long before they make a purchase, and outside . By following the example of innovative companies like Urbana and drawing inspiration from successful experiential retailers in other sectors, cannabis companies can transform the customer journey into something truly special. 

This holistic approach not only benefits consumers but also strengthens the entire cannabis community, creating a thriving and connected industry.

For more insights on how Urbana is revolutionizing the cannabis retail experience, visit their website at urbananow.com. Discover how they are setting new standards in customer engagement and satisfaction. Learn more about interesting cannabis retail topics and insights with Marty Higgins, CEO of Urbana, on our fortnightly show Inside Retail with Marty Higgins, available exclusively on HighlyCapitalized.com.