Until recently, many consumers from the traditional cannabis culture were still pretty wary about providing their personal information to dispensaries as they felt that “Big Brother” was watching and the federal government would find a way to punish them for using cannabis. This was the root of Shango’s issues with customer communication and they wanted to find a solution. Shango knew they needed a partner who had proven technology solutions and after doing their research and discussing their needs with our company, they decided that Enlighten (then known as Eyechronic) was the best choice.
Shango is the brand-name for a full range of cannabis flower, cannabis extract and cannabis-infused edible products. The Shango brand is licensed only to cannabis growers, processors, wholesalers and retailers that maintain the highest standards of product quality, business practices, regulatory compliance and community partnership.
Founded in 2014, Shango is already a recognized leader in the cannabis industry and marketplace, as well as in the media. Their products are available in 3 Shango-licensed retail stores, as well as in more than 150 independent dispensaries throughout Nevada, Oregon and Washington.
Due to the size of Shango’s brand and the reluctance of consumers to give out their information, Shango was facing issues in communicating with their customers. Shango had no direct line of digital communication which made it hard for them to announce specials and/or events that were happening. Customers could only see the specials and events by proactively visiting the website and/or social media pages. They also had no customer loyalty/rewards program so customer retention was difficult and they wanted to be able to thank and reward loyal customers. It was hard for Shango to track repeat business cycles and the frequency of individual customer needs, as well as determining how a customer loyalty/reward program would be received.
When Shango contacted Enlighten, they wanted a robust and reliable platform that would integrate with their database across email, SMS and other digital marketing endeavors to increase their store traffic and customer spending. They wanted their customers to be able to check-in, acquire and redeem loyalty points, coupons and other incentives based on check-in and purchase frequency. Shango wanted it’s customers to receive notices of immediate and upcoming sales and promotions so they would be able to save money and time and understand how much Shango values and appreciates their loyal customers.
Our solution to them was Direct Connect, which is our check-in based loyalty program that features integration and the ability to SMS to customers.
Since implementing our Direct Connect loyalty program, Shango has seen tremendous results. They are now able to identify their top customers through tracking the customers who check-in the most! With the customizable options on Direct Connect, each location has video screens that enable Shango to integrate and update all digital specials, sales and event promotions in real-time at the point of purchase. These screens also helped Shango maximize their SMS marketing efforts directly at store level by reminding customers about the text offer who may have forgotten about it.Through our Direct Connect analytics, Shango was able to track their monthly database opt-out rates and verify that their digital marketing and rewards program were not only attracting, but also retaining customers. All in all, Enlighten’s Direct Connect solution greatly impacted Shango and allowed them to communicate with their customers better than ever and increased their customer retention and overall improved the relationship with their customers.