During the Q&A session at a recent cannabis conference event, an audience member described her experience visiting a dispensary in Palm Springs. It felt daunting and uncomfortable, she said. There were several layers of obtrusive security, including multiple armed guards, and customers could only enter single file and one-at-a-time. You were buzzed into the entrance, waiting area, product room, and then upon exit. More than anything, she felt tense and as though she were doing something wrong.
There’s a fine line between security and customer comfort. In a predominantly cash-only business, protecting your staff, customers, and assets is paramount, but so is creating a positive customer experience. The good news is that you can have it both ways. Follow our recommendations from on how to keep your dispensary safe without scaring off customers:
Show That You’re Serious About Security
Dispensary-burglary is a primary safety concern for cannabis consumers. As dispensary owners, you can make your security presence known without it being in the customer’s face. Customers are there to shop, but they want protection, too. Be open about your security system by hiring security guards, posting visible signage, installing cameras at eye-level, and detailing your security protocols on your website.
Describe the Store Layout at Reception
Customers want to know what they’re walking into, so tell them. Whether they’re first-time or repeat customers, understanding the lay of the retail land can strengthen the customer journey. Train reception staff to provide customers with an overview of each part of the dispensary: explain the store layout and what they can expect to find in each space from the reception and waiting areas to the different sections of the shop. This is also a good time to note what security measures are in place. Remind customers that there is video surveillance and onsite security staff.
Ensure Your Security Staff is Customer-Friendly
Mountains of cash move in and out of dispensaries, and armed guards are often employed to stand watch and protect staff and customers. Security personnel carrying firearms can be intimidating. The last thing you want is for the first point of customer contact to obstruct the point of sale. Evan Hicks, Marketing Coordinator for Senseon Secure Access, a product of Accuride International, notes, “Because of marijuana’s history and, still, the stigma that exists in many communities, seeing a security guard can make customers feel skittish or even avoid coming in entirely…Many businesses opt for plain-clothes guards or guards with uniforms that mimic the rest of the in-store team.” Work with security to understand customer engagement, so they help create an inviting environment that also conveys to customers that safety is a top priority.
Make Your Space Visually Appealing
A dispensary that feels like a maximum security penitentiary, like the one described above, will not inspire loyal customers. The right design-build is critical and can make all the difference for customers to feel welcomed and relaxed. The Greenhouse in Morris, Illinois and Caliva in San Jose, California are great examples. A former restaurant remodeled into a dispensary, the Greenhouse features a reclaimed, 150-year-old bar that serves as the centerpiece of an open and comfortable space where visitors interact with budtenders and learn about the products. At Caliva (Business Insider’s Top Rated Dispensary, 2016), there is no bulletproof glass between customers and staff in the entrance, and the shop itself is designed with earthy tones and natural wood paneling.
The Bottom Line
Security weighs heavily on dispensary owners. They are tasked with meeting federal, state, and local security compliance requirements, while protecting all elements of their retail operations. Balancing safety and customer-engagement is challenging but can be achieved utilizing the best practices listed above.
Four years ago, Mosaic Construction entered a new vertical in construction as we jumped feet first into the cannabis industry as a result of one of our loyal client asking for our help. Mosaic had previously built retail spaces and when we were approached to complete three design/build projects for their cannabis dispensaries in Illinois, we learned very quickly how fast the market was growing (pun intended!)
Cannabis Facility Construction was created to brand our efforts in the cannabis industry. We have grown to a nation-wide, industry leading design/build construction company. We have worked with design professionals to create unique spaces for our cannabis clients and have completed twelve Dispensary, Cultivation and/or Processing projects in six states totaling over 140,000 square feet. We have a loyal client base and have expanded our reach and talents within the cannabis industry to provide quality and highly functional facilities within this booming sector.
We are proud, sponsoring members of the National Cannabis Industry Association which represents nearly 2,000 member-businesses and tens-of-thousands of cannabis professionals. NCIA promotes the growth of a responsible and legitimate cannabis industry where they believe “Our industry is stronger, smarter, and more prosperous when we work together.” Recently, we attended the Midwest Quarterly Cannabis Caucus which is the premier B2B event series for making meaningful connections with the cannabis industry’s leading executives and policymakers while also getting the tools we need to advance the cannabis industry nationally. Recently, we spent a few days in Anaheim, CA at the California Cannabis Business Conference, the only industry association trade show preparing California cannabis businesses for success in the largest adult-use market in the world. The California Cannabis Business Conference unifies the Golden State and brought together seasoned industry leaders to convene on best business practices and operations.
Later next month, the Cannabis Facility Construction team will attend the MJBiz convention in Las Vegas. This event is the preeminent conference to drive business deals and forge valuable connections with cannabis professionals in business today. There will be over 20,000+ cannabis professionals and 1,000+ exhibitors attending. It is the networking event for anyone serious about networking in the cannabis industry.
To learn more about Cannabis Facility Construction, check out www.cannabisfacility.net.