Canopy Growth wanted to understand the different customer journeys by customers, channels and formats, to understand the drivers of choice for each.
The Business Issue:
- Cannabis is a complex category with many different formats, consumer groups and channels
- They wanted to understand online as well as in-store behavior
The Solution:
- Online quantitative survey to size the opportunity for each group as well as to develop decision trees, identify touchpoints used for each group and triggers and barriers
- Shopper Observations to measure traffic patterns, time spent in each section, total time spent shopping
- Eye Tracking Intercepts – Capture what is viewed in-store along with in the moment reactions from interviews
- Shopalongs – Facilitated an in-depth understanding of shopper behavior and added context to the shopper observations and eye-tracking data
Key Learnings:
Different journeys are taken by different types of shoppers with two key groups emerging that needed different activation strategies base on their behaviors.
- Inexperienced Cannabis users who use fewer touchpoints and are looking for basic information around THC, price and quality
- Experienced users who want more information and to try new products
When shopping B&M for Cannabis, in-store exploration can be improved by placing high frequency items earlier on in the trip and encouraging browsing and basket building -via targeted merchandising throughout the store.
Bricks and & Mortar satisfaction drivers were identified including service, aesthetics and simplified in-store signage.
