In the competitive Florida medical cannabis market, loyalty programs are essential tools for dispensaries to retain patients and encourage repeat purchases. Surterra Wellness, one of the state’s prominent cannabis operators, offers its own Loyalty & Rewards program aimed at rewarding frequent shoppers while reinforcing its brand promise of quality, service, and patient care. But how well does this program actually deliver value to its customers, and how does it stack up against competitors? This review takes a detailed look at the structure, strengths, challenges, and market positioning of Surterra’s rewards initiative.
Program Overview
Surterra’s loyalty initiative offers straightforward, value-driven incentives:
- Earning: 1 point per $1 spent on qualifying products (excludes taxes, fees, delivery).
- Redemption: 500 points unlock a 10% discount, which is stackable with other promotions, and redeemable in-store (or applied to delivery orders via phone).
- Expiry: Points expire after 90 days of inactivity; discounts disappear if balance falls below 500 points.
- Extras: Includes a daily “Dank Deal”—100 points for a free pre-roll.
Strengths
- Clarity & simplicity
The earn-spend mechanism is easy to understand. Users appreciate a clean 1:1 earnings structure leading to a tangible, stackable 10% discount. - Stackable with other discounts
Members can combine loyalty discounts with sitewide promotions and other deals, creating attractive savings. - Tangible daily rewards
Bonus offers like free pre-rolls for 100 points encourage regular visits and engagement. - High-quality service and product
Surterra’s reputation for knowledgeable staff and premium products enhances the value of participating in its loyalty program. - Multi-channel engagement
Points can be tracked via app or website, and customers receive reminders and offers through email and notifications.
Weaknesses
- App shortcomings
The app is often criticized for clunky navigation, slow performance, and battery-draining location tracking. - Limited online redemption
Loyalty discounts cannot be applied automatically in the online cart, requiring in-store redemption or phone support. - Short expiration window
The 90-day inactivity rule risks frustrating infrequent customers who see points disappear. - Inconsistent digital experience
Website and app bugs, along with shopping cart failures, lead to customer dissatisfaction. - Accountability concerns
Some customers report inconsistencies in product counts or order handling, which can erode trust in loyalty perks.
Market Positioning
Surterra’s program reinforces its image as a patient-focused provider offering premium product at competitive value. The stackable nature of its rewards helps differentiate it from competitors like Trulieve and MÜV, though its digital shortcomings limit its full potential.
Industry Fit
Surterra’s rewards program aligns with standard cannabis retail practices: simple earn-redeem logic, frequent-buyer incentives, and stackable savings. However, as digital integration becomes vital to modern retail, its technical issues place it behind more seamless programs.
Recommendations
- Revamp the app for faster, cleaner UX and better functionality.
- Allow direct online redemption of points and discounts.
- Extend point validity to six months or send dormancy reminders.
- Fix website and app ordering bugs.
- Increase transparency and audit processes to ensure accurate product handling.
Conclusion
Surterra Wellness Loyalty & Rewards offers strong value with simple earning, stackable discounts, and engaging extras. Yet without addressing its digital gaps and customer pain points, it risks falling behind more tech-forward competitors. Improvements could transform this solid program into a true market leader in patient loyalty.