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 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.
