​Flowhub recently released an analysis of the U.S. cannabis retail landscape, based on 2025 transaction data. One of the key findings showed the growing importance of online orders. While walk-in orders still account for the most sales volume, online orders are significantly larger than in-store orders.

• Higher order value: Online orders carry an Average Order Value (AOV) of $68.01, which is roughly 35% higher than the $50.56 seen in walk-in transactions.
• Expanded Baskets: Digital carts are consistently 44% larger than physical ones, averaging 3.9 items compared to the 2.7 items found in walk-in baskets.

The folks at Flowhub surmise that online orders are larger because customers take more time to review products without the time-constraint of being in line at a retail store.  Makes sense.

Another trend found in the numbers is that average cart sizes for in-store shoppers have declined from 2.9 to 2.7 items over the last 24 months. It is assumed that consumers have become more cost-conscious and that has affected their AOV.

​The online customer experience needs to be a focus. Retailer websites must provide an intuitive, efficient shopping experience, offering thorough product information, high-quality photography, and frictionless ordering. The in-store pick-up process also needs to be smooth and efficient.

Why Analyzing Individual Dispensary Catchment Areas is Important
The catchment area of a dispensary refers to the geographic area from which its customers are likely to come. Analyzing this area can provide valuable insights into the local market and help dispensaries understand who their competitors are. By identifying competitors, dispensaries can learn more about their strengths and weaknesses, and adjust their marketing strategies accordingly. Additionally, analyzing the catchment area can help dispensaries identify potential customers who are not currently being reached.

Steps for Analyzing Individual Dispensary Catchment Areas
1. Define the Catchment Area
The first step in analyzing a dispensary catchment area is to define the geographic boundaries of the area. This can be done by analyzing customer data, including zip codes and addresses, to determine where the majority of customers are coming from. Once the catchment area has been defined, it is possible to analyze the competition within this area.
2. Identify Competitors
Once the catchment area has been defined, it is important to identify specific competitors within that area. This can be done by conducting online research, visiting local dispensaries, and gathering information from customers. It is important to identify not only direct competitors, but also indirect competitors, such as online dispensaries or cannabis delivery services.
3. Analyze Competitors
After identifying competitors, it is important to analyze their strengths and weaknesses. This can be done by visiting their websites, analyzing their social media presence, and reading online reviews. This information can be used to determine what sets a dispensary apart from its competitors and where it can improve.
4. Adjust Marketing Strategies
Based on the analysis of the competition, dispensaries can adjust their marketing strategies to better reach potential customers. This can include targeting specific demographics, highlighting unique selling points, or improving customer service.
5. Continuously Monitor the Market
It is important for dispensaries to continuously monitor the market and adjust their strategies accordingly. This can involve analyzing changes in customer demographics, keeping track of new competitors, and adjusting marketing strategies as necessary.

Start Now
Analyzing individual dispensary catchment areas is an important step in understanding the local market and identifying specific competitors. By following the steps outlined above, dispensaries can gain valuable insights into their local market and adjust their marketing strategies accordingly. This will help them stand out in an increasingly crowded market and attract more customers.
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At ZMA Cannabis Marketing, we understand the importance of analyzing individual dispensary catchment areas to identify specific competitors. Our team of experienced marketers can help you conduct this analysis and develop a targeted marketing strategy that will help your dispensary succeed. Contact us today to learn more.

Understanding State Regulations
Before building an OOH media plan, it is important to understand the regulations specific to your state. Regulations can vary widely from state to state and even city to city, so it is important to do your research. Some states have very strict regulations on cannabis advertising, while others may be more lenient. For example, in California, cannabis billboards cannot be placed within a 15-mile radius of schools, daycares, or youth centers. In Colorado, cannabis billboards cannot be placed on any interstate highway.

Define Your Target Audience
When building an OOH media plan, it is important to define your target audience. This will help you determine the best location for your OOH media. For example, if your target audience is tourists, placing OOH media near popular tourist destinations would be an effective strategy. If your target audience is adults aged 21 and over, placing OOH media near bars and restaurants may be more effective.

Utilize Data Analysis
Data analysis can help you determine the most effective OOH media placement for your target audience. For example, you can use data to determine the foot traffic in a specific area or the number of cars that pass a specific location. This information can help you determine the best location for your OOH media.

Be Creative
With the increasing competition in the cannabis industry, it is important to be creative with your OOH media. Eye-catching graphics and creative messaging can help your OOH media stand out from the competition. However, it is important to stay within the regulations of your state. For example, in California, cannabis billboards cannot include images of cannabis products or use any cartoon characters or other imagery that may appeal to children.

Work with a Professional Marketing Agency
Working with a professional marketing agency can help you build a strategic OOH media plan while staying compliant. A professional marketing agency can provide expertise on state regulations, target audience analysis, and data analysis. Additionally, a professional marketing agency can help you create eye-catching graphics and messaging that will help your OOH media stand out from the competition.

Don’t Wait
Building a strategic OOH media plan while staying compliant can be a challenge for cannabis dispensaries. However, understanding state regulations, defining your target audience, utilizing data analysis, being creative, and working with a professional marketing agency can help you build an effective OOH media plan. At ZMA Cannabis Marketing, we have experience working with cannabis dispensaries to build effective OOH media plans that are both strategic and compliant. Contact us today to learn more about how we can help your cannabis dispensary grow.

Understanding Consumer Data Analysis
Consumer data analysis is the process of collecting and analyzing data on consumer behavior and preferences to better understand their needs and desires. By using consumer data analysis, dispensaries can create targeted marketing campaigns that appeal to their core audience and drive sales.

One way dispensaries can use consumer data analysis is by leveraging data from loyalty programs, online reviews, and social media interactions to gain insights into customer preferences and purchase behavior. For example, by analyzing the data collected through a loyalty program, a dispensary can identify which products are most popular among their customers and adjust their marketing strategy accordingly.

Creating Targeted Marketing Campaigns
Once a dispensary has gathered enough consumer data, they can use it to create targeted marketing campaigns that speak directly to their core audience. By crafting messages that resonate with their customers’ interests and preferences, dispensaries can create a strong brand identity and establish themselves as a leader in the industry.

For example, a dispensary might use consumer data to identify that their core audience is interested in organic, sustainably sourced products. They could then create a marketing campaign that emphasizes the natural, eco-friendly qualities of their products, and use targeted advertising to reach customers who are interested in these values.

Staying Ahead of the Competition
In addition to using consumer data analysis to build effective marketing campaigns, dispensaries can also use it to stay ahead of the competition. By analyzing data on competitor pricing, product offerings, and marketing strategies, dispensaries can adjust their own approach and differentiate themselves from the competition.
For example, if a dispensary identifies that a competitor is offering a similar product at a lower price point, they can adjust their own pricing strategy to stay competitive. Alternatively, if a dispensary identifies a gap in the market for a specific type of product, they can adjust their product offerings to fill that gap and attract new customers.

Investing in the Right Technology
Of course, in order to effectively use consumer data analysis to grow their brand, dispensaries need access to the right technology. This means investing in tools that can gather and analyze data quickly and accurately, and provide actionable insights that can be used to improve marketing strategies.

At ZMA Cannabis Marketing, we specialize in helping dispensaries navigate the complex world of digital marketing and consumer data analysis. Our team of experts can help dispensaries build targeted marketing campaigns, stay ahead of the competition, and grow their brand through cutting-edge digital marketing strategies.

Grow Your Business
In today’s competitive cannabis industry, dispensaries need to use every tool at their disposal to grow their brand and stand out from the competition. By using state-of-the-art consumer data analysis, dispensaries can gain valuable insights into their customers’ behavior and preferences, and use that information to create effective marketing campaigns that drive sales and build brand identity. With the right technology and the help of experts like ZMA Cannabis Marketing, dispensaries can thrive in the digital age and position themselves for long-term success.

Why Understanding Your Target Audience is Important
Understanding your target audience is crucial to the success of any marketing campaign. By knowing who your customers are and what they want, you can tailor your messaging and promotions to be more effective. It also allows you to identify opportunities for growth and helps you make informed business decisions.

In the cannabis industry, understanding your target audience is especially important due to the varying regulations and restrictions surrounding marketing and advertising. By knowing who you are targeting, you can ensure that your marketing efforts comply with state and federal regulations.

Creating Detailed Demographic Profiles
To create detailed demographic profiles, you need to gather data on your existing customers and potential target audience. Some key data points to consider include age, gender, income level, education level, location, and lifestyle habits. Here are some methods for gathering this data:

Surveys and Questionnaires
Surveys and questionnaires are a great way to gather data on your existing customers and potential target audience. You can use online survey tools like SurveyMonkey or Google Forms to create and distribute surveys. You can also conduct surveys in-person at your dispensary or at events.

Social Media Analytics
Social media platforms like Facebook and Instagram offer valuable insights into your followers' demographics and behavior. You can use these insights to create more targeted ads and content.

Customer Relationship Management (CRM) Software
CRM software allows you to track customer behavior and demographics, giving you valuable data to inform your marketing efforts. You can use this data to identify patterns in customer behavior and preferences.

Using Demographic Profiles to Target Your Marketing 
Once you have created detailed demographic profiles, you can use this information to target your marketing efforts more effectively. Here are some examples:

Social Media Advertising
Social media platforms like Facebook and Instagram allow you to create targeted ads based on demographics and behavior. For example, if your target audience is primarily women aged 25-34, you can create ads that specifically target this group.

Email Marketing
Email marketing is an effective way to reach your target audience. By using the data from your demographic profiles, you can create targeted email campaigns that resonate with your audience.

In-Store Promotions
In-store promotions can also be targeted based on demographic data. For example, if your target audience is primarily college-educated men aged 18-24, you can create promotions that appeal specifically to this group.

Get Started Today
Creating detailed demographic profiles is a powerful tool for dispensaries and cannabis brands to better understand and target their audience. By gathering data on your existing customers and potential target audience, you can create more effective marketing campaigns that comply with state and federal regulations. By using targeted social media advertising, email marketing, and in-store promotions, you can reach your audience with messaging and promotions that resonate with them.

At ZMA Cannabis Marketing, we specialize in helping cannabis brands and dispensaries develop targeted marketing strategies. Contact us today to learn more about how we can help you define and reach your core target audience.

​​In the world of advertising, cannabis brands and dispensaries face unique challenges. They are operating in a heavily regulated industry that is still shrouded in stigma, and their marketing efforts must be carefully crafted to avoid running afoul of laws and regulations. One advertising channel that is becoming increasingly popular among cannabis brands and dispensaries is programmatic digital out-of-home (PDOOH) advertising. In this blog post, we will explore what PDOOH advertising is, how it works, and why it can be a valuable tool for cannabis brands and dispensaries.

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