Member Blog: Building Trust for Your Brand in a Distrustful World
by Gary Paulin, VP of Sales and Client Services at Lightning Labels
“Trust,” “like,” and “respect” are three time-tested criteria for deciding everything from friendships to business relationships. Despite all the trendy buzzwords and expensive technology-driven “customer service” programs that purport to increase sales revenues, most buying decisions revolve around trusting, liking, and respecting the company.
It’s that basic. And that human. Too many companies are trying to supplement—or even supplant—the value of human interaction with the latest shiny technology tools. People still matter, in some ways more than ever before in an increasingly impersonal world. Many consumers crave top-notch customer experiences shaped by people doing right by the customer in every way possible.
Key to success is achieving a balance between human and technology interaction where the two support each other. While technology can be a valuable support system in the relationship-building process, it isn’t the solution in and of itself.
For example, technology that automates perfunctory pieces of the customer journey can free up more human resources for personal interactions. One primary example is a call center where much of the intake process is automated, getting more people more quickly into the queue to talk to someone. (In smaller companies, this truly can mean the difference between employees filling much of their time with routine, non-interactive tasks and actually talking with consumers—where human participation is most valuable.)
Technology itself drives—or drives away—trust, likeability, and respect
A report released by Ernst & Young (EY) notes that the technology itself adds to or detracts from customer engagement. In part, it noted: “This isn’t just a question of choosing the right technologies…It’s crucial that digital innovation protects and nurtures the relationship with the consumer. Three things matter here: trust, respect and value. Can people trust you to use technology responsibly and safely? Do they feel you are using technology to help them, or to take advantage of them? Is the value they get from an innovation fair, considering how much your business benefits?”
The EY report continues, “Consumers remain wary about the impact of new technologies…They can become highly reliant on a tool, while also worrying about its risks to their mental and financial wellbeing. For example, people take the constant connectivity of their mobile devices for granted, yet they increasingly want to turn off alerts and reminders because they find that persistent connectivity overwhelming.”
What are key takeaways for cannabis industry purveyors?
- Assess what you’re doing well and not so well in the trust, like, and respect categories. If you receive substantial reviews through credible non-curated platforms such as Google, see what people are saying about customer service, product quality, technology interactions, et al. Ask questions when customers are on-site or on the phone to help assess what they feel is working well and what needs improvement. Get them live and in the moment for more authentic information. If you must follow the online survey trend, use responses as part of the total picture. Make sure it doesn’t take respondents too much time, and ask thoughtful, probing questions that address the areas of trust, likeability, and respect.
- Synthesize reviews, discussions, and survey results to chart a course for better outcomes. Companies can be too linear. For example, they examine only survey results and base future enhancements on those findings. Get input from multiple sources, then synthesize findings and feedback to chart a course for improvement. It’s not unlike the job of a good reporter. One source provides information. Then, the reporter attempts to verify with at least a couple other reliable sources before coming to conclusions. This is a case where being a good reporter will lead to better outcomes.
It’s way past time to address the tried-and-true cornerstones of how best to build and maintain solid relationships. And understand that enduring solutions come from multiple sources, with technology playing an appropriate support—not be-all, end-all—role.
Member Blog: 5 Must-Have Features for Your Cannabis eCommerce Website
by Gary Cohen, Cova Software
As the cannabis industry goes mainstream, eCommerce is increasingly becoming a necessary part of cannabis retail operations. But with a plethora of dispensary eCommerce solutions available, not all of these can help you build an online presence. With intense competition in cannabis retail, there are some things that you must not compromise on as a dispensary owner. The following five must-have cannabis eCommerce features will help you grow your dispensary business, differentiate yourself from competitors and establish yourself as a formidable brand in the online cannabis space.
Independent eCommerce Platform
When deciding how to sell cannabis online, retailers can either use a third-party marketplace or have their own eCommerce website. Using a marketplace may be the easier option, but in the long run, you will certainly benefit more from owning an independent eCommerce platform. Having your own cannabis eCommerce website gives you complete control over the design, product information, and branding, unlike a third-party marketplace that offers little room for customization. Another valuable benefit of an independent cannabis eCommerce platform is that you can market it directly to online visitors and existing customers and build brand loyalty.
Data Ownership For Building Relationships
To market your online cannabis platform directly to your target demographics, it’s essential to have access to their contact details, which is not possible when you use third-party marketplace platforms. With an independent eCommerce platform, you will not just own your website but also all customer information and other relevant data to help you create innovative marketing campaigns and offer a more personalized online customer experience. Through email marketing and loyalty program communications, you can keep your customers regularly engaged with your brand and grow your business by building long-lasting relationships.
Mobile and SEO-friendly Website
These days, consumers regularly use their smartphones to search the web and make online purchases. Hence, your eCommerce website must function properly not just on desktops but mobile devices as well. You must avoid using an iFrame embedded menu, employed by many third-party marketplaces, as Google won’t crawl or index your website. To ensure that your online cannabis store is discoverable, use an advanced native eCommerce solution that aids in building SEO authority. If your chosen solution offers the ability to create content, you can also capitalize on SEO best practices to improve the flow of organic traffic to your website.
Age-Gating and Compliance Features
If you’re selling products online that have legal age restrictions, then an age-gate on your website is a must. This is not just a compliance requirement, but it also demonstrates your commitment to not exposing cannabis to minors. Many regulatory authorities in the U.S. and Canada are mandating more robust online age-gating measures beyond a simple “Are you 21+ yes or no” pop-up, and it’s essential to choose a solution that offers the functionalities for you to comply with the laws. Your cannabis eCommerce store also must-have features that allow for compliance with legal purchase limits and any other online regulations within your state or province.
Integration with POS and Cannabis Ecosystem
Most importantly, your chosen eCommerce solution must integrate seamlessly with your POS system for efficient inventory management, transactions, and payment processing. Ensure that you are using an advanced cannabis POS system that syncs with leading cannabis tech ecosystem solutions so that you can streamline your online business and maintain a recurring revenue stream from it. For a seamless shopping experience, your customers should be able to browse the website, place an order, pay online and request for pickup or delivery.
Gary Cohen is the CEO of Cova Software, the fastest growing technology brand in the cannabis industry. Cohen’s focus has been driving the company’s overall strategy, including its vision, go-to-market plan, and strategic development. Since joining the cannabis industry in 2016 and launching Cova commercially in 4q17, Cohen has led Cova to dominate the enterprise sector for dispensary Point of Sale, while forging client relationships with hundreds of single-store retailers across North America.
With Cova’s cannabis POS and its excellent integrations with eCommerce and delivery services, the online order automatically pops up for the budtender to tender the sales, and the POS system updates inventory once payment is approved. Cova offers multiple eCommerce solutions to choose from, as per your needs and budget, and you can legally sell cannabis online stress-free while staying compliant with strict government regulations.
