SoCal Dispensary Group Enhances E-Commerce Analytics

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Sweet Flower is upping its e-commerce strategy by partnering with Safe-Reach, a digital consultancy for the cannabis and CBD industry.

The Culver City, California-based retail chain uses Safe-Reach's Nomad end-to-end, deterministic marketing attribution across all digital channels to better understand product sales trends, customer acquisition insights and revenue-oriented success strategies across all paid digital marketing channels in a single interface, according to a recent media release from Safe-Reach.

By integrating directly with Sweet Flower's POS and reservation processing systems, the Nomad Analytics suite links digital media spend at the impression-event level to completed transactions across the retailer’s in-store and delivery menus.

Using Nomad, Sweet Flower aims to connect the dots between different creative messages, targeting audiences and media channels back to SKU-level sales detail. The partnership enables Sweet Flower to gain a deeper understanding into media attribution reporting to analyze how various product categories, brands, or individual items are affected by different media channels that drive traffic to its online store menus all in the name of more cost-effective acquisition costs and increased loan-to-value (LTV) with legacy shoppers.

Safe-Reach says that one of the most successful use cases includes customer segmentation analytics, enabling Sweet Flower to see new versus returning customers, measure average order value and activate across marketing platforms for various marketing initiatives.

Sweet Flower also taps Nomad to evaluate the ebb and flow of its delivery fulfillment against curbside and in-store pickups through tools like native geographic visualizations that highlight top performing zip codes, with the functionality to filter and sort by generated revenue, store location and the number of items in the cart.

"Safe-Reach has been a trusted marketing partner for well over a year,” Tim Dodd, CEO of Sweet Flower, said in the release. “Utilizing Nomad has led to keener insights into the effectiveness of marketing initiatives across multiple platforms with greater reporting and visualization down to the SKU level."

"Sweet Flower has been one of our premier retail/delivery clients since pre-COVID,” said Adam Schlett, founder of Safe-Reach, in the release.“Nomad was built to directly answer the questions that groups like Sweet Flower ask groups like Safe-Reach. Direct and simple answers to complex questions is where we add value and Sweet Flower leverages that value to win in a highly competitive digital market." 

Earlier this year, Sweet Flower was selected as one of the first launch cannabis retailers for Houseplant, the cannabis lifestyle brand from Seth Rogen and Evan GoldbergSweet Flower operates multiple locations throughout Los Angeles, including West Hollywood, the downtown arts district, Studio City and Westwood UCLA, with additional new stores slated to open in 2021 and 2022.