MJBizDaily: Return on investment is new 4/20 focus for cannabis retailers, brands

EXCERPT:

Northern California-based marijuana retailer and cannabis events operator Embarc is aiming to win over locals with custom swag and personalized marketing.

“That includes localized merchandise – like city-specific tote bags and limited-edition T-shirts that celebrate each store’s hometown – as well as exclusive in-store experiences tailored to each market,” CEO Lauren Carpenter said.

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San Francisco-headquartered vape product manufacturer Pax, which is dealing with significant supply-chain challenges in the wake of President Donald Trump’s “retaliatory tariffs” on some Chinese exports, is also avoiding deep discounts that cut into margins, despite its focus on attracting new customers.

“Rather than competing in a race to the bottom, we’re focused on meeting the right consumers at the right moment with products that deliver the experience they’re seeking,” spokesperson Laura Fogelman told MJBizDaily via email.

The growing sentiment is shared by Alex Freedman, the CEO of Los Angeles-based marijuana retailer and brand Traditional.

“4/20 has become a whole new ballgame for California cannabis retailers,” said Freedman, who also serves as president of the California Cannabis Operators Association.

“We’re focusing more on community building and running tight operations year-round instead of flashy, one-day promotions.”

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