How to Get Your Products into Dispensaries and Keep Them There

You could have the best hash in the world, but no one will ever know if you can’t get it on the shelves. In the world of legal cannabis sales, dispensaries hold the power. They decide who to sell and what products to push. In our interview series with Ryan the Procurement Director from Eclipse Cannabis, we delve into what dispensaries are really looking for when selecting solventless brands to feature in their stores, asking them the questions YOU want to know the answers to. 

In this accompanying article, we will be summarizing those key insights for you and providing actionable advice.

What Dispensaries are REALLY Looking For 

Quality: 

It’s not just about having a great product once. It's about ensuring every batch meets the highest standards. In addition to quality consistency, you also need to think about price fairness. As solventless connoisseurs, we can confidently say we are willing to pay a bit more for a quality product, and dispensaries know this. You need to price your products at a good value point without pricing yourself out of the market. 

At the end of the day, dispensaries are businesses, just like us. They need to make a profit on your product, often aiming for keystone markups, which means doubling the wholesale price. This is why finding the right price point is crucial. If the dispensary's markup makes your product too expensive, customers may not buy it. Conduct thorough market research to ensure your pricing allows for a healthy margin while remaining attractive to consumers.

“The biggest factor is definitely going to be quality. There’s a trade off when it comes to price but quality is going to speak volumes above everything else.” - Ryan, Procurement Director from Eclipse Cannabis

Consistency: 

As we mentioned above, consistency is important in product quality, but it is just as important in delivery. A dispensary needs to trust that you will supply them with the same top-notch product every time without production interruptions. 

For example, if a customer buys your product for the first time and loves it—the quality, smell, and taste are amazing—but when they go back to buy it again, your product is out of stock. Odds are they are going to buy something else and potentially give away all of the brand loyalty you earned the first time. Consistent availability is crucial to maintaining customer satisfaction and loyalty

Creativity: 

Beyond quality and consistency, dispensaries are looking for brands that bring something unique to the table. Creative branding, innovative products, and a compelling story can set your brand apart and catch the eye of both dispensaries and their customers. Some of our favorite ultra creative brands include: Single Source by Kennn Wall, Natures Kiss, Lazercat, and Olio.

As you might have guessed by the name Single Source, they are known for their single source products and of their weed and processing is done in house. They are the farm to table of the cannabis industry. Nature Kiss is making purple rosin. Yes, purple rosin setting it apart completely from its light yellow competitors. Olio and Lazercat are two brands who are killing both the quality of their product and the packaging. 

Nature's Kiss
purple rosin

Single Source Rosin
image provided by TerpGuide 

Lazercat's superior packaging

Practical Actionable Advice for Brands

All of the things we listed above will be important when getting your product on the shelf. Just don’t forget, you have to keep it there, and to do that, your product needs to SELL! So, we will let you in on a few secrets to getting your product on the shelf and keeping it there.

Build Your Brand Story:

This part is simpler than you think. Share your journey, your passion for cannabis, and what makes your products unique. Build a brand that your users want to be a part of. Here are a few questions to ask yourself when building your story: 

• What made you start a cannabis company?
• What got you interested in solventless products?
• What sets your products apart? 

Consumers value passion and authenticity. They want to connect with brands that share their values and with founders whose stories they can relate to or aspire to be.

Invest in Packaging:

“It’s the first thing that catches the customer’s eye whenever they walk up to the fridge. It’s their first introduction to your brand.” - Ryan, Procurement Director from Eclipse Cannabis.

Packaging is a two-fold concept. You need high-quality packaging and stellar graphic design work to go with it. As Ryan said, “Not every jar is created equal.” What he meant is that some jars are built better than others. They hold terpenes better, have a better feel in your hand, and the overall opening process is smoother. All of these factors lead to a better consumption experience for your end user. Ryan’s current favorite jars come from Pop-Vac. 

The second part is how you really stand out: the design. Ryan recommends bright, creative designs and cool colors. Admit it, how many times has the look of a product swayed your decision to purchase it or at least kept it in your mind for later? 

Offer Marketing Support:

Create co-branded marketing materials and offer to participate in dispensary events, or better yet, host your own pop-up event in the store. This will give your audience a chance to engage with you face to face. It also gives you the opportunity to befriend budtenders—they are the ones selling your product after all.

Engage with Consumers:

Pop ups are just one way to engage. The best way is through social media. Dispensary owners, procurement directors and your end consumer are all on social media. It is the best way to sell them your story. 

By following these tips, you can elevate your brand, enhance your market reach, and ensure your products not only make it to the shelves but stay there and sell.