Imagine placing your order for a burger at the drive through window and, after you pay, instead received an organic salad and a beet and kale smoothie. You’d most certainly complain and tell the minimum-wage attendant that they got your order wrong and you’d insist they fix it by giving you what you ordered. If you can further imagine, think how’d you’d feel if you were informed, “Yes we see your order for a burger and coke, but in THIS store we’ve decided that organic salads take the place of burgers and vegetable smoothies and are far better for your health than soda, so this is what you get. Thanks and have a nice day!”
What is the probability that you would ever return to that store in the future to buy another burger?
In the cannabis business, rearview mirror-looking cannabis companies are able to sell almost ANYTHING with cannabis inside because of the historic restrictions on trade in cannabis products. But with the change of legal status comes a change in consumer behaviour – cannabis consumers two years from now will expect and demand an overall positive consumer experience: not just a bag of smokable weed. Speed of onset, consistency of effectiveness and quality of experience will become not just important but vital differentiators for consumers. And, since edible products are also rapidly gaining in popularity, taste is of critical importance where consumers want edible products that taste like the food or beverage they are packaged as, rather than the weed-derived active substances incorporated inside.
Why does the
cannabis industry in
Canada – where cannabis related consumer products like edibles have never been legal for commercial sale – seem to believe that a corporate (mis)interpretation of your personal desire is a logical basis upon which to do business? If providing a consumer with exactly what they want is the tried and true method leading to both corporate success and consumer satisfaction, why does the newly emerging corporate cannabis business think it can go against the grain by TELLING you what you want rather than ASKING you?
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