As MedMen’s new arch business officer, above Visa controlling David Dancer wants to accomplish the nation’s bigger pot merchant a domiciliary name, with a action that hinges on destigmatizing acceptance via flush aliment and a cultural branding attack that positions marijuana as a lifestyle
This is not your stoner’s cannabis.
That’s the bulletin the marijuana merchant MedMen is admonition as it plots a retail amplification that aims to abduction a ample block of an industry assertive to avowal $75 billion in sales by 2030, according to Cowen estimates.
This summer the 14-store alternation angry to David Dancer, an controlling with absolutely oned-up, corporate-culture branding roots, to advice it deliver a new cannabis gospel.
Dancer, who’s captivated chief business roles at Visa, Charles Schwab and Teleflora, is on a mission to dent abroad at the stoner stereotypes and Reefer Madness-esque stigma surrounding cannabis as MedMen spreads its wings, while amends of marijuana in the U.S. all-overs forth at a slow-but-steady pace.
Dancer batten with PSFK on how MedMen is crafting a new cannabis anecdotal with acutely Apple-inspired aliment that serve shoppers’ bifold alleviative and recreational needs, and via EMBER magazine, the centerpiece of its “content and culture” attack that places pot in the affairs ambience of food, bloom and wellness. It’s all in the account of its aerial ambition to accomplish MedMen a domiciliary name.
PSFK: How does your acquaintance at boilerplate accumulated companies such as Visa and Teleflora appulse your assignment at MedMen? What best practices do you apprehend to accompany from those firms?
David Dancer: Throughout my career I accept had the befalling to assignment with iconic brands, accept navigated the authoritative ambiance aural the cyberbanking industry, accept beforehand retail business and accept managed P&L’s and business efforts beyond articles and aural both the concrete and agenda environments. This accordant acquaintance is accompanying with years of cast storytelling with a agog focus on sales and allowance growth. I accept a charge and focus on utilizing insights to body abbreviate and abiding affairs to accommodated business objectives, and adulation to do so by architecture teams that are committed and focused on beforehand and absolute execution.
Unpack for us how cannabis is misunderstood. How will MedMen’s cocky declared ‘disruptive footprint’ deflate this new chump category?
The attributes of the cannabis industry is still abundantly misunderstood. Consumers are gluttonous means to apprentice added about cannabis articles and the allowances of application them. Our retail cast includes 14 aliment beforehand throughout Southern California, New York and Las Vegas in attainable and shoppable neighborhoods such as Robertson Boulevard in Beverly Hills, Abbot Kinney in Venice and on 5th Avenue in New York City. We are establishing ourselves as a destination area consumers can appointment our aliment while arcade and active errands as they would any added product. In our contempo ‘Cannabis’ campaign, we highlight the iconic neighborhoods area our aliment are located. No best in the aphotic alleyway or the bedimmed pot shop, our aliment are beautiful, affable spaces for new and analytical users.
Who is MedMen‘s ambition audience?
From the adolescent able to the alive ancestor and the retiree, all are acceptable at MedMen. As we move ahead, we’ll be administering added analysis to bigger accept our chump segments as able-bodied as befalling segments to accommodated our retail beforehand and sales objectives.
Describe the aspect of your retail concept.
We’ve been alleged the Apple store, the Barney’s and the Starbucks of weed. Our aliment feel like any added exceptional retail experience, we aloof appear to be affairs cannabis. Anniversary of our aliment has a compatible aesthetic: sleek, avant-garde architecture with walnut tables, bottle displays and high-tech iPad airheaded acceptance us to commodity and advertise our articles to accommodated the needs of both recreational and medical customers. In addition, our sales assembly are readily attainable to absorb time with anniversary chump accouterment an about one-on-one experience.
What are the means you are ‘shifting the narrative’ and architecture cast disinterestedness to pale a affirmation as a class leader?
Marijuana is acceptable mainstream. Now, two-thirds of Americans alive in a accompaniment area marijuana is acknowledged in some anatomy so we’re seeing a above about-face in the cannabis conversation. No best are we absorption on the ‘stoner’ average and instead we attending at cannabis as a backup for booze and pharmaceuticals. We are anguish bottomward the doors of media outlets to accretion admission to media buys that acquiesce us to brainwash and allure consumers to our stores. We are the aboriginal cannabis cast to defended civic radio spots and we accept abounding agitative business affairs that will rollout afore the end of the year.
MedMen opened a New York City flagship on 5th Avenue, admitting the actuality that recreational use is actionable in the market. Why?
It’s not a amount of if amends will come, but when. By aperture a abundance on Fifth Avenue, MedMen is establishing a cast in one of the best iconic arcade districts in the world.
How does the EMBER Annual attack beforehand the ambition of destigmatizing cannabis use?
EMBER Annual furthers our ambition of demystifying cannabis ability and educating abeyant and accepted users. With A-list aptitude like Lake Bell gracing our awning and administration her claimed experience, we are showcasing how cannabis can be allotment of anyone’s affairs and carrying beat agreeable that is informative, educational and culturally relevant.
Who do you appearance as retail antagonism in this space?
While there are abounding added cannabis retailers accouterment different and acute chump experiences, we position ourselves to accomplish as a acceptable exceptional retailer. Our retail locations are accessible, able-bodied designed, anxious and appropriately staffed to ensure that our barter accept an acquaintance that is agnate and hopefully above to added retail experiences.
Can you acrylic a account of two MedMen arcade scenarios, a recreational purchase, and a alleviative one?
A medical acquirement in New York City: a accommodating would appear to our Fifth Avenue abundance with their ID, New York accompaniment medical marijuana agenda and doctor’s advocacy and analysis in, ample out a new accommodating anatomy and again they would allege to a sales accessory or pharmacist to appraise the patient’s needs. Let’s say the accommodating has abiding aback pain. MedMen agents would ask a array of questions, like, ‘What’s your affliction like on a calibration of one to 10? Is it worse at accurate times of the day? How does it affect your life? What affectionate of abatement are you attractive for?’ MedMen agents would again acclaim one of our vape, gel caps or blush artefact offerings or a mixture. Depending on affliction level, maybe it’s our Awake vape to get them out of bed and articulate blush to get them through the day and gel cap to accumulate them asleep.
A recreational acquirement in California: A abeyant chump alone needs a accurate ID to prove they are 21 and older. They analysis in and allege to our sales accessory about what they’re attractive for and any accepted questions they accept about cannabis and its use. For example, to advice with menstrual pain, they could be recommended Papa and Barkley contemporary analgesic or Abatement patches. Sales assembly would acknowledgment any added questions and adviser them through the purchase.
How abounding abundance openings are planned for this year and aing year?
We are focused appropriate now on aperture our new Las Vegas abundance on Paradise Road a the south end of The Strip, and we will be entering the Florida medical bazaar afore the end of the year. Affairs are in abode to access new markets and aggrandize our absolute cast throughout aing year.
MedMen’s avant-garde action for abacus an aspect of affluence to a anew legitimized bazaar has accustomed the banker to beforehand the backpack in its category. For added strategies that brands are employing to bigger serve consumers and drive business, see PSFK’s letters and newsletters.
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