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Rhode Island

Massachusetts Cannabis Flower Prices Drop 42% in Past Year

Although face-to-face contact with clients is without doubt one of the most difficult elements of selling, face-to-face contact with customers can increase model consciousness and gross sales. At Airfield Supply Company, a vertically built-in hashish firm based mostly close to San Jose International Airport, retail groups and types work collectively on custom-made advertising and marketing partnerships that speed up customers’ coveted face-to-face time.

From its Tesla Model 3 supply fleet to e-commerce, Airfield strives to offer customers and types with an upscale expertise based mostly on distinctive service for all. At the guts of Airfield’s in-store program is a shop-in-shop area known as The Hangar – full with devoted model ambassadors skilled to teach customers and drive gross sales.

Since its official launch in January 2021, the Hangar idea has advanced from month-long model showcases to bespoke, immersive experiences that embrace longer-term advertising and marketing partnerships between hashish manufacturers and the shop.

Chris Lane, Airfield’s Chief Marketing Officer since 2019, presents a easy clarification: “In every aspect of the business, are we constantly examining how we can perfect that experience?”

The Hangar Evolution

Airfield’s shop-in-shop idea drew on Lane’s in depth artistic and branding expertise outdoors of hashish. He acknowledges that retail pop-up retailers are usually not a brand new thought. But with hashish, in-store engagement usually includes transactional demos or static model areas. In The Hangar, he envisioned a extra significant expertise.

© Courtesy of Airfield Supply


RELATED: Listen CBT’s Cannabis Conference Beyond the Show podcast with Chris Lane to be taught extra about Airfield’s method to buyer expertise and merchandising.

“It’s essentially a rotating educational curation space where we showcase brands we love,” Lane explains. The curation goes past a product presentation. The area is for manufacturers to inform their very own tales concerning the individuals behind the businesses, to share particulars about manufacturing practices and what social causes they assist, for instance to teach and get entangled.

In the start, manufacturers have been paying $17,500 — plus $200 a day for employees — for months of shop-in-shop acquisitions and premium airfield presence. “We’re very fortunate to be a very high-volume pharmacy,” says Lane. He estimates pre-pandemic transactions at 1,500 to 2,000 a day. Daily transaction quantity now averages round 1,300, however with elevated basket sizes, he provides. (Corresponding CBT’s “2022 Cannabis Dispensary State of the Industry Report,” practically three-fourths of individuals reported common every day transactions at a single location of 250 or much less, and 51% reported their common single transaction was between $41 and $80.)

February 2022 introduced a brand new hangar period, a part of what Lane is asking a holistic associate advertising and marketing programming technique that features extra frequent hangar adjustments.

Unlike in-store demos, the place manufacturers usually deliver their very own merchandise and do their very own advertising and marketing, The Hangar is stocked with Airfield stock and the Airfield workforce works with manufacturers to create promotional plans.

In this iteration, particular person manufacturers and Airfield’s advertising and marketing and retail groups are growing year-long editorial calendars round slots in The Hangar, co-creating e-mail and SMS campaigns, and content material advertising and marketing on social platforms and blogs. There’s additionally a 25-foot LED show wall in the shop with Airfield photographs showing in particular person and on the e-commerce web site. It is basically a model takeover, selling a collaborating firm’s message in a number of areas throughout Airfield’s in-store and digital platforms, offering customers with an immersive expertise. Pricing is at an annual partnership stage, aligned with the model’s editorial calendar.

“If a consumer comes once a week or every two weeks, they’re almost guaranteed to see a new brand, a new story, a new product, a new experience,” says Lane. The change has confirmed helpful to neighborhood engagement and enterprise in normal.

Brand Perspectives

Lane shares that manufacturers are utilizing The Hangar in a wide range of methods: to strengthen market management, problem market leaders and rival firms, deliver new merchandise to market, introduce totally different product types – like drinks and tablets – and drive social agendas together with product gross sales .

Brie Emerson is co-owner and chief working officer of LEVEL, an effects-focused cannabinoid model that accomplished a month-long hangar residency in 2021. The model was in the room for 2 weeks in May and in addition had two weeks in September on the schedule. “I love that they split it up and gave it a little more flexibility,” says Emerson. “I think it’s a good way to engage with clients more frequently throughout the year.”

© Courtesy of Airfield Supply

airfield provide

Emerson shares that LEVEL believes The Hangar’s buyer relationships are significantly useful. The model is increasing into two new product classes this fall, however the focus to this point has been on tablets – a format unfamiliar to many. Additionally, the model’s proprietary formulations emphasize lesser-known, rising cannabinoids and cannabinoid ratios not naturally accessible in bloom.

“For LEVEL, our biggest challenge as a brand—especially a slightly more complicated and advanced one—is actually connecting and informing the consumer,” says Emerson. More usually than not, she explains, the model sells a retailer’s merchandise after which will get dropped from the equation.

With merchandise constructed round lesser-known cannabinoids, uncommon ratios, and distinctive results, Emerson says shopper communication and training is crucial to LEVEL: “That’s what Airfield has offered, which is amazing because they have this.” actually worth the facet of the connection with the shopper too.”

Emerson adds that Airfield’s team of three brand ambassadors, dedicated to continuously staffing the hangar, is one of the biggest benefits of working together. Airfield employees are already trained to educate, engage and convert, receiving direct training from brands on their people, products and stories.

Emerson describes the Airfield collaboration as a partnership built on the most advanced retail experience. “I am always proud of what we achieve together. Together we are much stronger than just a retailer and an independently operating brand,” she says.

future in motion

As The Hangar evolves, Lane is focused on creating richer consumer experiences and the “subsequent technology of collaboration and 360-degree associate advertising and marketing.” That means finding new ways to differentiate with products, deepen brand collaborations and increase the excitement of the experience for Airfield fans.

Airfield expansion mode is underway. Lane anticipates that a new retail location in Redwood City, set to open early next year, will further advance immersive retail and answer questions about the future of cannabis shopping. A new delivery depot is opening in Mountain View, and a second store may be in the works in San Jose. The late 2021 acquisition of Airfield by California-based, vertically integrated cannabis company Gold Flora also has teams involved in this retail network.

Lane says that everything in cannabis is twice as difficult as in any other industry. But he believes the industry can do a lot more to create deeper consumer connections — from hangar-like pop-ups to whatever the future holds.

He believes these brand-level connections will come through immersive brand experiences. “Right now people are identifying with brands that make them feel cool or maybe help them do other things. But we want to get to that deeper level of emotion where people feel understood, supported, and philosophically aligned. And I think that’s coming,” he says.

This purpose drives Airfield’s evolving 360-degree method to manufacturers. “Let’s think holistically about our year together. Where do we want to create moments in time? Where do we want to go big? Where do we want to shout?” Lane asks. Amid all of this, he adds, The Hangar is the showpiece of the store. For now.

Jolene Hansen is a contract author specializing in hashish, horticulture and specialty co-op. Reach her at [email protected]

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