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Caroline Riggs
As executive vice president of retail and marketing at Copperstate Farms, Caroline Riggs leverages her expertise in retail strategy, marketing, and team leadership to enhance operational performance and customer engagement. She focuses on implementing people-driven strategies, aligning plans with company objectives, and fostering a culture of collaboration. Previously, she served in leadership roles at Good Day Farm and Trulieve.
Cannabis Is Failing First-Time Customers. Retailers Must Fix the Experience
First-time cannabis customers often enter dispensaries feeling overwhelmed, intimidated, and unsure they belong. As the industry matures, experience — not price or product innovation — will define which retailers earn trust and loyalty. From education and store design to leadership and staff training, this column explores why fixing the customer journey is no longer optional for sustainable growth.