MAKE IT ABOUT ME
• GREENTHUMB INDUSTRIES

Personalized Shopping Increased Sales 22% YOY
Customer Happiness Increased 2x

OPPORTUNITY

Greenthumb Industries (GTI) aims to be an industry leader in conscious cannabis culture and retail. With the cannabis industry categorized as ‘essential’, GTI’s revenue had grown by 60% between 2020 - primarily through online orders. Accordingly, GTI prioritized investment in their digital e-comm presence and its overall end-to-end customer experience when shopping online for pickup or delivery from their retail locations. 

Our aim was to discover and understand customers’ experience with GTI, gather creative input to enhance their experience, and validate and enrich our target personas. All of course with the goal of increasing revenue, market share, and brand loyalty.

APPROACH & STRATEGY

As a first dip into this verdant ecology, I conducted individual interviews with 8 Loyalty Club customers, targeting various experience levels, ages, and genders. I observed their shopping journey via video call and discussed their product usage, decision-making processes, the influence of website features and content, and their choices. I also collected data on their interactions with the retail location, staff, and checkout/pickup/delivery experience. Furthermore, we reviewed other customer touch points such as customer support, educational materials, and the Loyalty Club.

PROCESS & METHODS USED

Research & Strategy
Contextual inquiry, Structured & semi-structured interviews, Shop-A-Long & Ethnography, Customer journey mapping, Usability, Content analysis, Persona development

I conducted individual interviews with 8 current Loyalty Club customers encompassing a range of experience, age, and gender. During a video call, I observed their shopping journey and delved into various aspects of their experience, including product usage, decision making processes, the influence of website features and content, and how they ultimately make choices.

I also gathered data on their interactions with their retail location, the staff, and their checkout and pickup / delivery experience. Additionally, we reviewed other important customer touchpoints such as customer support, educational materials, and the Loyalty Club.  

Based on the valuable insights gained from these interviews, I formulated impactful recommendations for enhancing the GTI/Rise shopping experience, with a focus on educational content, personalization, and discovery. These recommendations were aimed at improving customer trust and satisfaction, supporting personalized discovery, and driving increased sales.

Research artifacts are confidential. I am happy to share details in a zoom call.