Exit here – The final moment in the customer journey

January 27, 2020

This article originally appeared on MG Retailer

The journey as customers leave a dispensary can be one of the most memorable experiences. They have completed their purchase—their shopping mission. So, with bag in hand, now what?

This is the final moment of the shopping journey—Touchpoint #10 – Exiting.

As we mentioned in Touchpoint #9—Forgotten Spaces, special attention should be given to branding the final moments of the customer journey. What do they see as they walk from the point of sale to the exit? Remember what Anne Marie Luthro of AML Insights evangelizes, merchandising and messaging back to front is important. Brand back of signs, blank walls and other empty areas with social media info, weekly specials and loyalty benefits and referral programs.

The retail floor plan should intuitively guide customers out of the store feeling a shopping high, with a touch of anticipation for their next visit. They should also be able to easily reorient themselves to the outside, where they are and how they return to their car. In addition to the physical action of your customers walking out the door, exiting includes all of the best practices surrounding how they conclude their retail experience in your dispensary.

You have put in so much effort to lead customers to their final purchase, don’t make them regret it in these final moments. Give them a lasting positive impression.

Memorable Packaging & Presentation

The retail experience includes every detail, so it’s important to focus on how products are packaged and presented for walking out the door. This packaging can bring just as much joy as the product itself—well, almost as much joy as this type of product. It can definitely be memorable and serve as both a walking advertisement and a conversation starter. Cannabis and cannabis products are becoming a commodity, so if you’re selling the same products that the dispensary down the street is selling, one of the best ways you can differentiate is through the final presentation. In addition to the child proof exit bag, how does the gift bag, tissue paper, etc. reinforce your brand? From eco-friendly to elegant, there are numerous creative options to help you package your products in an unforgettable way. Can your packaging turn heads and have people asking, “Where did you get that?”

Incentivize Future Visits

Within your delightful packaging, make sure to provide information that encourages repeat business. Offer coupons as well as loyalty and referral program materials, social media info and reminders of any events or weekly specials. You want to make sure to give customers reasons to come back. Keep them connected with the brand and incentivize them with ways to save money. With their purchase they have become an official customer, so it is the perfect time for these messages. They weren’t ready for this information when they walked in the door. Now they are in the right frame of mind to be enticed to return, leave reviews or join your social media community. 

Brand Ambassador

Who is the last employee your customers interact with? Is it the cashier at the point of sale or the receptionist as they make their way back to the front of the dispensary? Or is there a security guard who escorts customers to their cars? Whoever the person is, they should be attentive and polite making sure customers had a great experience, feel safe and are encouraged to return. This person should be a Class A Brand Ambassador for you. This final moment of human interaction can make all of the difference in the world.

A Safe Farewell 

Safety is a key thing to think about in this last leg of the customer journey. After making their purchase, customers likely let their guard down considerably. Be sure they have a safe path of travel as they happily leave your store with a bag full of you-know-what.

The safety of the parking lot is paramount. You have customers walking out of your store with valuable sought after product. Don’t allow your parking lot to become an easy target for unsavory people. Make sure it is well lit, clean and easy to navigate. Make sure your customers have a safe trip from your store back to their car. 

We did it, we completed our Cannabis Retail Design Guide of the ten key touchpoints in dispensary design! Keep in mind that the customer journey will continue as each person returns home, uses the products, shares satisfaction and decides whether or not to come back for another experience. You can see that branding and design play a powerful role at every touchpoint and are key to the success of your cannabis dispensary.