At the moment, the marijuana industry is still a cash-only business model. It’s illegal to possess and/or sell marijuana in most states, and some banks are still wary about investing in cannabis companies even in states where medical and recreational use is legal. This means that debit and credit cards cannot be used to purchase medicinal marijuana, and handling this much cash puts a lot of dispensaries and their customers at risk.
Using software specifically designed with the marijuana industry in mind is one way suppliers, manufacturers, dispensaries, and users are all protecting themselves and their businesses. But this is more than just social media. You can’t just post pictures of your strains on Instagram to advertise your product, and with federal regulation still plaguing the industry, new software developers are working to meet the demand for new kinds of confidential currency exchange and marketing.
springbig is a marketing software tool that directly connects with dispensaries’ POS systems and social media to do everything from advertising to establishing monetary customer loaylty reward programs. Last year they raised over $6 million to expand their technology developments, and they recently teamed up with Leafbuyer and Dispensarly to improve their customer acquisition programs. All of this is in an attempt to validate the industry and its retailers.
What makes springbig so unique in this regard is the way they connect the marijuana industry with marijuana users. Dispensaries can take advantage of springbig’s app and text their customers directly about sales and promotions. This reduces the risk of retaliation that public advertising can bring, and it builds a relationship between the customer and the retailer. That relationship is very important in a business where traditional methods of advertising aren’t guaranteed.
Of course, these are only a few of the software developers working to improve the reputation of the marijuana industry. But it goes to show how technology can and probably will be the game-changer for businesses as the country continues to move toward legalization.
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