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Dispensary owners and marketers across the country are tapping into the psychology of sensory marketing and making their bricks-and-mortar locations not just pit stops on customers’ cannabis journeys, but destinations. Planet 13 is perhaps the most well-known dispensary destination, prioritizing engaging, interactive and immersive buying experiences with its flagship Las Vegas Superstore. The 110,000-square-foot retail facility, which includes a cafe, launched in 2018 just off the Strip--an enticing and convenient stop for tourists. With another Superstore in California, cultivation facilities in both states and licenses in Illinois and Florida, vertically integrated Planet 13 is taking its experiential retail model to other big cities. In this session, Planet 13 VP of Sales and Marketing David Farris will provide the behind-the-scenes story of Planet 13's journey to becoming an adult-use cannabis entertainment complex, how they built the Planet 13 brand and product line, while also ensuring that returning and new customers have a seamless shopping experience. He will also share take-home action items to implement in your own store to increase customer engagement and loyalty.
