As cannabis retailers compete for customer attention in an increasingly crowded marketplace, loyalty programs have become an essential tool for building long-term relationships. But while many dispensaries are still refining their approach, mainstream retailers—like Starbucks, Sephora, and Amazon—have already perfected the art of keeping customers engaged. The cannabis industry has much to gain by studying these brands’ loyalty strategies.
1. Make It About More Than Discounts
Successful loyalty programs in mainstream retail focus on creating value beyond simple price cuts. Sephora’s Beauty Insider, for example, rewards customers with birthday gifts, exclusive event invites, and early product access—not just points. Cannabis retailers could follow suit by offering members-only product drops, educational sessions about new strains, or exclusive access to curated cannabis experiences.
This approach helps position the loyalty program as a community rather than just a discount club.
2. Embrace Tiered Membership Structures
Tiered systems, like those found in Nordstrom’s The Nordy Club or Marriott Bonvoy, motivate customers to aim for higher levels of benefits. Each tier feels like an achievement, with increasingly valuable rewards at every level.
Dispensaries could build loyalty tiers that unlock perks like VIP consultation services, priority ordering during product shortages, or invitations to exclusive tastings. This encourages sustained engagement and positions top-tier customers as brand advocates.
3. Focus on Mobile-First Experiences
Retailers like Target and Nike have set the gold standard for mobile loyalty. Their apps put rewards, points tracking, and personalized offers right at users’ fingertips.
Cannabis retailers should adopt mobile-first loyalty platforms that make it easy for customers to check point balances, receive push notifications, and redeem rewards at checkout. Platforms like Springbig and Alpine IQ are designed specifically for cannabis businesses and support these features seamlessly.
4. Use Data to Deliver Personalized Offers
Mainstream loyalty programs thrive on data. Starbucks uses purchase patterns to suggest drinks customers are likely to love. Amazon Prime delivers recommendations based on browsing and buying behavior.
Cannabis retailers should tap into their loyalty data to personalize recommendations. Imagine a program that knows a customer prefers CBD-heavy products and alerts them when a new tincture arrives—or that recognizes when a customer might be due for a refill on a favorite edible. These small touches can create a significant lift in retention and satisfaction.
5. Reward Emotional Connection
Retail loyalty programs increasingly focus on building emotional connections. Nike Membership, for instance, emphasizes community and self-improvement, offering members access to workouts and wellness content.
Cannabis brands can do the same by creating loyalty perks tied to wellness education, advocacy, or social impact initiatives. Programs that align with customers’ values build stronger, longer-lasting bonds.
Closing Thoughts
As cannabis retailers evolve, borrowing tactics from mainstream loyalty giants can offer a roadmap to success. By focusing on experiences, personalization, tiering, mobile integration, and emotional connections, dispensaries can move beyond transactional loyalty and foster communities that keep customers coming back.