Scenario
Stairway Cannabis, a leading medical and adult-use marijuana retailer, aimed to enhance customer retention and drive repeat visits by re-engaging customers with targeted communications. The goal was to win back lapsed customers, boost repeat visits, and generate increased revenue while rewarding loyal shoppers.
In a competitive market, Stairway Cannabis needed an effective way to keep customers engaged and returning to the dispensary. They wanted to incentivize frequent shoppers, reward customer loyalty, and re-engage customers who hadn’t visited recently.
Approach
The TOKE Agency launched a series of personalized offers sent via email, each designed to address different customer segments and engagement levels. These included birthday rewards, appreciation discounts, and 60/90/120-day customer retention communications.
The Campaigns
Birthday Discount
Send out personalized 25% off discounts on customers’ birthdays, offering a special incentive to celebrate with a purchase at Stairway Cannabis. This campaign drives loyalty by making customers feel valued on their special day.
$5 off Your Next Visit
After their third visit, loyal customers receive a thank-you discount of $5 off their next purchase. This campaign provides a small yet effective incentive to encourage repeat visits and strengthen customer engagement.
60/90/120-Day Lifecycle
This campaign employs a tiered approach to target and retain customers who haven’t visited recently. At 60 days, they receive a 15% discount as an incentive to return. If they’re still inactive by 90 days, the offer is increased to 20%, and by 120 days, a final 25% discount is provided. This escalating strategy helps capture their attention at multiple touchpoints, effectively retaining customer interest and encouraging repeat visits.
Results
This data reflects just one month of implementing targeted campaigns at Stairway Cannabis.
Overview
- Total Revenue Generated: $15,786
- Average Open Rate: 40%
- Average Click-Through Rate: 6%
- Average Conversion Rate: 4%
Campaign Performance Highlights
Birthday Discount
- Revenue Generated: $6,966
- ROI: 1,173x | 117,265%
- Open Rate: 48%
- Click-Through Rate: 10%
- Conversion Rate: 8%
$5 off Your Next Visit
- Revenue Generated: $1,792
- ROI: 968x | 96,838%
- Open Rate: 35%
- Click-Through Rate: 3%
- Conversion Rate: 3%
60/90/120 Lifecycle Campaign
- Revenue Generated: $7,028
- ROI: 243x | 24,343%
- Open Rate: 37%
- Click-Through Rate: 4%
- Conversion Rate: 2%
Key Wins
- 125 Customers Won Back: Targeted lifecycle campaigns brought 125 customers back to Stairway Cannabis.
- Revenue from Lifecycle Campaigns: The 60/90/120 campaigns generated $7,028, with the 60-day campaign contributing the most at $3,621.
- Strong ROI Across Campaigns: The high return on investment proves the value of these targeted offers.
Conclusion
Using personalized discounts, The TOKE Agency helped Stairway Cannabis win back hundreds of customers, boost revenue, and keep loyal shoppers engaged. The tailored 60/90/120 lifecycle campaigns highlight the power of targeted promotions in driving customer retention and generating additional revenue. The 60-day campaign alone generated $3,621, covering TOKE’s monthly service costs. This result highlights the impact of targeted efforts, proving that personalized discounts can drive customer loyalty and maximize returns.