- Despite this growth, there is still a large segment of the population that does not quite understand what CBD is and why they should use it.
- You can easily use in-store marketing techniques to educate shoppers on your products.
- If shoppers do not know what questions to ask, or are too uncomfortable to speak with a sales associate, signs can offer great information that may give them just the right amount of push to make the purchase.
by Linda DiProperzio
The CBD industry is booming, with consumers using everything from gummies and edibles to oils and lotions to help themselves, their kids, and even their pets feel better — and the market does not look like it is going to slow down anytime soon. Sales in the U.S. reached $4.6 billion in 2020 and could surpass $20 billion by 2024.
“We are witnessing CBD maturing from a cannabis sub-category into a full-blown industry of its own,” Roy Bingham, Co-Founder and CEO of BDS Analytics, said in a press release. “Our growth forecast for the CBD market, across all distribution channels, predicts a compound annual growth rate of 49 percent by 2024.”
Despite this growth, there is still a large segment of the population that does not quite understand what CBD is and why they should use it. In fact, a survey from Invisibly found that of more than 1,000 consumers asked, 60 percent of Americans do not understand what CBD is and 62 percent have never tried any type of CBD product. That means there is a whole crop of potential customers out there that still need to be convinced to give your inventory a try.
Whether it is a returning customer or someone walking through your store for the first time, you can easily use in-store marketing techniques to educate shoppers on your products.
- Create a Welcoming Atmosphere
- Educational Signage
- Keep Products Organized
- Educational Signage Should be at Eye Level
- Offer Take-Home Information
- Utilize Technology
- Educate with Special Events
- Hand Out Samples
Create a Welcoming Atmosphere
It is important to design a retail space where customers feel comfortable coming in and browsing your selection of products. You can achieve this through natural lighting, calm music, and soothing colors for your store. The last thing you want is for shoppers to feel stressed in your space, and the more comfortable they feel, the more open they will be to learning about CBD and its benefits.
Customers might come in and browse out of curiosity, so it is important to have plenty of signage highlighting the benefits of CBD products. Wall signs can offer general information, while countertop displays can showcase details about specific items. This can also keep visitors occupied when employees are busy with other customers or tasks.
Keep Products Organized
Whether they are hanging on the wall or on the shop floor, you want your products to be highlighted in the best possible way. In order to prevent information overload, merchandise should be well-organized so that everything is easy to locate for both consumers and your employees. This means keeping all of the topicals, oils, and edibles in their own separate locations, along with their educational signage so shoppers will know where to look for certain items that can help with their ailments.
Educational Signage Should be at Eye Level
Avoid placing educational signs too high or too low — everything should be in the customer’s main line of sight, otherwise they may not see the displays. If shoppers do not know what questions to ask, or are too uncomfortable to speak with a sales associate, these signs can offer great information that may give them just the right amount of push to make the purchase. If the consumer cannot see the signage, they will miss out on that information and you may miss out on a sale.
Offer Take-Home Information
It is not surprising if someone wants some time to think about trying out some new products before making a purchase, especially when it is an item that will have an impact on their health. Keep brochures and flyers that feature frequently asked questions around the store that shoppers can take home, and of course, make sure your contact information is on there, as well as your website for online orders.
Set up iPad stations where customers can look up products or frequently asked questions on your website when employees are busy with other guests. This can also give you the chance to encourage shoppers to sign up for your store’s email list, and if you are comfortable, utilize a self-checkout option.
Educate with Special Events
A great way to attract new customers is to have free informational sessions at your location where shoppers can feel free to ask questions. In fact, data shows that 69 percent of consumers believe attending live experiences helps them connect better with the brand, their friends, and their community. You can also hold workshops pertaining to specific topics (how CBD can help with anxiety; CBD and kids; CBD and pets; etc.) to bring new consumers into the store.
Hand Out Samples
Shoppers love free gifts, and handing out free samples can also help them to make the final decision to purchase a full-sized product. This can also give you a chance to prove how well the item can help with certain ailments, and free samples can go great with other take-home information and brochures.
Linda DiProperzio is a professional journalist, content creator specializing in event and retail spaces, and a writer at shopPOPdisplays.com, a USA-based leading manufacturer of stock and custom retail point-of-purchase (POP) displays and merchandise with locations in New Jersey and Florida.