Loyalty programs are no longer novelties. As dispensaries and brands vie for consumer attention in increasingly crowded markets with minuscule margins, engaging cannabis loyalty programs separate the haves from the have-nots when it comes to repeat business.
The challenge? Crafting and implementing loyalty programs that provide optimal value beyond discounting by forging meaningful, lasting connections with customers.
Take a page from leading traditional retailers like Sephora and The North Face, two companies that reimagined loyalty through innovation and brand alignment. Whether it’s Sephora’s revamped rewards system, which includes masterclasses for top spenders and in-person activations for exclusive members, or The North Face’s sustainability-driven incentives like members earning incentive points for shopping with reusable bags, these examples showcase how impactful programs can resonate with customer values. That kind of attention to detail is increasingly in demand with today’s audiences. Cannabis businesses need to take note.
Successful cannabis loyalty programs don’t just offer points. They deliver authenticity and foster a meaningful sense of community that keeps customers motivated to return and spend more money. Here’s how some cannabis brands and retailers are earning customer devotion through smart loyalty programs.
Beyond a points system
A good loyalty program starts with added value: a reason to return to a store or website and connect with a product or service. But what inspires loyalty among today’s wide variety of consumers inundated with options?
For The Artist Tree, a successful loyalty program looks like seamless integration with the rest of the company’s offerings.
“The goal of our program is to be woven into The Artist Tree experience,” said Adriana Hemans, marketing director at the California dispensary chain. “Our guides [budtenders] play an essential role in informing guests about rewards during personalized consultations, which ensures the program feels like an extension of the curated journey we provide.”
The dispensaries, which incorporate art galleries that display local creatives’ work, use in-store touchpoints to highlight their loyalty program in an approachable and engaging way, offering points for purchases or access to view exclusive art displays and attend educational events.
According to Hemans, the touchpoint approach is how loyalty became a natural and integral part of the customer experience.
Other cannabis companies reap success by partnering with third-party rewards programs. A recent Gelato Canna Co. x CliqueMJ partnership allowed Gelato customers to save money by taking advantage of the latter’s product discounts.
It’s no surprise Gelato has collaborated with cannabis-focused cash-back rewards app CliqueMJ; the team is a big fan of ULINE, where customers can choose items from the catalog based on how much they spend, and CVS, where ExtraCare promotions rule and 30- to 40-percent discount coupons are a staple. Gelato took notes and brought the customer-forward approach to cannabis, creating a loyalty program that ensures customers feel continuously engaged and incentivized to return, thanks to discounts and rewards that mirror familiar successful retail experiences.
“Let’s think of it this way: Grocery stores have loyalty programs, but individual brands on the shelf do not. Brands partner with the store to offer value,” said Janet Matula, business development executive at Gelato. “We are continually ranking number one or two in engagement on CliqueMJ. We’re able to track our customers, the volume of purchases, and where the purchases are coming from.”
Matula isn’t the only one reaping benefits from the actionable use of customer data. Embarc dispensaries’ Chief Business Officer and Chief Marketing Officer Courtney Zalewski emphasized the importance of mastering the tech stack, something she considers a critical component of a successful loyalty program.
“Spend time up front to map out what your business goals are and how you want loyalty to factor in,” Zalewski said. “You don’t just ‘turn on’ loyalty. You have to think through integrations, data, tracking, attribution, and budget. Loyalty isn’t free.”
In fact, Embarc spent the past six months analyzing its current program to map out an ultimate dream state — loyalty perks and initiatives that will play a major role in fueling marketing and brand differentiation. The team plans to roll out the strategy later this year.
“Our customers love our Passport Club program, which comes with everything from exclusive, members-only sale days to members-only promotional merchandise,” Zalewski said. “We put a lot of thought behind our program. We talk about Passport Club constantly and monitor our program health religiously. It’s core to every aspect of our strategy.”
Cannabis loyalty programs with gamification
Another way to offer an engaging loyalty program is through gamification, like Zamnesia’s TRIBE, which incorporates a tiered system allowing members unlock exclusive perks as they “level up.”
“We’ve found that storytelling and gamification really capture our customers’ attention,” said General Manager Nick Avè. “The TRIBE loyalty program isn’t just about earning points. It’s an adventure. We offer a tiered system that’s visually appealing and designed to make our members feel like they’re part of something special. Our approach is all about creating a community where members don’t just shop; they belong.”
When the team was designing TRIBE, they looked to successful loyalty programs in non-cannabis spaces, like Flying Blue from Air France-KLM. The program incentivizes customers to continue flying with the airline to unlock tier-based rewards such as free entrance to airport lounges and access to faster lines through security.
“Although we were inspired, many of these programs still lacked that personal touch we wanted,” Avè said. “We took a common platform principle and gave it a distinct Zamnesia flair, customizing it so we can easily adapt to sales pushes or stock needs. This makes our program feel genuinely special and tailored to our members.”
As part of the design and implementation, TRIBE was built to work alongside the brand.
“Anytime we’re considering a new project or idea, we ask, ‘How can TRIBE be a part of this?’” Avè said. “Our loyalty program is at the core of how we interact with our most passionate customers and brand advocates. It’s about staying loyal to them as much as earning their loyalty in return.”
Stay agile and inspired
Good cannabis loyalty programs are constantly pivoting — not just for the sake of change, but in response to direct consumer feedback and demand.
“We’re in the process of overhauling our loyalty program, and the changes are directly inspired by feedback from our community,” The Artist Tree’s Hemans said. “While our rewards app has been popular, some customers — especially those with Android devices — faced challenges due to Google’s restrictions on cannabis sales. We don’t want anyone to be excluded, so we’re simplifying the program. Soon, customers won’t need to use an app to join or enjoy the benefits of loyalty membership. This shift means our program will remain accessible to everyone while staying true to our values of inclusivity and connection.”
According to the experts, the best advice for any dispensary or cannabis brand interested in launching a new loyalty program is to “start with your customers.” Spend the time and energy required to understand what drives their loyalty and build everything from there. The building process is never complete, so don’t forget to listen and optimize along the way.
