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The Value of Visual Presence in the Cannabis Industry

Creative solutions that solve dispensary challenges and benefit all.

For many consumers, walking into a dispensary can be intimidating. Strict regulations combine with unpredictable wait times that result in customers being overwhelmed before they even enter the crowded sales area. But as companies are settling in and adjusting their strategies, things are starting to change.

When brand awareness matters most.

In most sales environments, consumers use visual cues to educate and guide them towards particular products. For dispensary patrons however, the lack of visual guidance leaves them solely reliant on budtenders to guide them through the purchasing process. This not only makes it hard for quality brands to stand out, but with more and more cannabis newbies entering the market, budtenders’ time gets eaten away by questions instead of sales.

Recognizing these challenges and looking for a solution, many of the widely-distributed marijuana brands are turning to point-of-purchase signs and displays to educate and inform consumers at the point of sale. Starting with Cheeba Chews, Zeon Corporation has been a guiding force for cannabis brands and dispensaries looking to improve their brand recognition and awareness where it matters most.

And other brands have caught on. “We’re now working with industry segments ranging from flowers and edibles to hydroponics and dispensaries” says Alan Bloom, President and CEO of Zeon. “We see a lot of similarities between the growth of the cannabis industry and the start of the craft beer movement. If that similarity is any indication of what’s to come, I’d say we’re just getting started.”

Bloom and the employees at Zeon understand the challenges facing these specialized markets. The company has been a leader in point-of-purchase signs and displays in the beer industry for more than 30 years, working closely with brands such as New Belgium, Oskar Blues, and Firestone-Walker, just to name a few.

What’s next for the cannabis industry?

Expect a prominent shift towards an enhanced, consumer-directed purchasing experience as more marijuana brands shift their marketing dollars towards point of purchase. As Bloom points out, “Brand recognition at the point of sale, whether it’s an awesome product display or an LED or neon sign, not only creates brand awareness, but an increase in repeat buyers. Cannabis brands don’t want just one-time purchasers, they want loyal customers who know where their products are sold.”

As more states switch towards legalization, both sales potential and competition will increase dramatically. According to Marijuana Business Daily’s Marijuana Business Factbook 2017, cannabis sales in the US are expected to grow approximately 30 percent in 2017, with dispensaries earning more per square foot than Wholefoods. What this means is that while there is significant revenue to be made, the ever-increasing number of brands in the market diminishes shelf space and intensifies the need for brand visibility at the point of sale.

As a solution, we can expect to see a rise in promotional creativity being used in dispensaries. For example, Zeon recently designed a versatile product display for Wana Brands that benefits budtenders by giving them easy access to products, no matter the display’s orientation. It also benefits the brand by providing maximum brand visibility and benefits consumers by highlighting the brand and product selection.

“Make your product easier to buy than your competition, or you will find your customers buying from them, not you.” – Mark Cuban

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For more information on how Zeon is helping cannabis companies grow, click here.

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