Oversupply, price compression, and growing competition. Sound familiar? It’s the reality many cannabis retailers face right now. But while some are caught in a race to the bottom on pricing, others are finding success through something a little more sustainable: intentional curation.

In today’s market, where dispensary density is rising and margins are tight, standing out isn’t about offering the lowest price. It’s about creating a retail experience that’s actually worth coming back for. That means building real relationships with customers, offering them products they care about, and giving them a reason to choose your store again and again.

What intentional curation really means in cannabis

Curation often gets misunderstood as mere shelf aesthetics or packaging choices, but it goes much deeper than that. True curation literally starts at the source. Partnering with local cultivators and processors doesn’t just support the community, although that’s a huge plus. The practice also gives customers something they won’t find everywhere else. It’s the cannabis equivalent of ordering a sandwich named after your high school quarterback at the local deli. There’s a story there. A connection.

Intentional curation is about being selective: knowing what your customers actually want (not just what’s trending on social media) and tailoring your menu accordingly. That means listening to budtenders, watching what’s moving (and what’s collecting dust), and being willing to change things based on real feedback.

Building loyalty through consistency and personal touches

In crowded markets, convenience alone won’t keep customers loyal. When five dispensaries operate within a ten-minute radius, what really matters is how people feel when they shop. Loyalty programs are a great way to extend that feeling beyond the purchase.

And here’s the thing: Loyalty doesn’t have to be complicated. A simple structure, like giving back 5 percent in store credit, can be incredibly effective. Add in a few personal touches — birthday rewards, exclusive drops, maybe a piece of branded promotional merchandise — and you’ve got a program that actually delivers value without asking much from the customer.

Even modest perks can have a big impact. In mature markets where people are watching every dollar, a consistent reward might be the reason someone keeps returning to your shop instead of trying the one down the street.

Navigating compliance while still offering value

Of course, loyalty and promotions in our industry come with their own set of challenges. Regulations are tight, and language matters. In states like Massachusetts, dispensaries can’t advertise deals or buy-one-get-one offers, and even calling something a “special” can raise red flags. That means retailers have to be creative, using terms like “member pricing” or “updated menus” and making sure every claim is compliant.

But these constraints also create opportunities. Instead of blasting generic promotions, retailers are finding ways to focus on education, helping customers understand what’s new, why it matters, and how they can get the most value from their visits. The practices represent a shift from transactional to relational retail.

Why budtender insights matter

Loyalty programs work best when they’re shaped by feedback from both customers and staff. Budtenders have their fingers on the pulse of the market. They know which products people ask for, what perks get folks excited, and what makes someone leave the store smiling. Gathering those insights and using them to refine a program over time makes a real difference.

Recognition still matters. In an industry where many shoppers are still exploring and learning, a well-designed loyalty program boosts sales and builds trust. When people feel seen and appreciated, they’re more likely to return. And they’re more likely to tell their friends.

The future of loyalty in cannabis retail

At the end of the day, loyalty in cannabis retail isn’t a nice-to-have anymore. It’s a must. Retailers who really know their customers, curate with intention, and create memorable experiences are the ones who will survive the price wars and thrive in what comes next.

Sure, price matters. But thoughtful execution matters more. The retailers who focus on long-term relationships over short-term wins? They’re the ones who’ll still be serving customers tomorrow.

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The Curation Advantage: What Retailers Should Know

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An avid consumer and advocate for more than twenty years, Brendan McKee is co-founder, chief financial officer, and chief operating officer at Silver Therapeutics, which operates dispensaries in Maine, Massachusetts, and Vermont. He entered the legal market with a vertical medical license in 2017 and transitioned to adult-use sales in 2019.