Washington and Oregon both sell cannabis legally with astounding success. Along with California, the west coast’s legal market is bringing in hundreds of millions of dollars annually. Each state’s cannabis law book forces producers and retailers to move cannabis in different ways. Anything from state laws to individual business practices drastically alters the retail setting in ways where two shops in the same city can provide unrecognizable customer service experiences. Nectar Cannabis is Oregon’s largest retail chain with 18 locations and they’re showing what’s possible in the versatility of Oregon’s market while keeping the warm customer service experience consistent.
Best of Both Worlds
Nectar operates its dispensaries in the “pharmacy model,” according to Amy Bohannan, Nectar’s Marketing Specialist. The pharmacy model combines the best aspects of a closed container cannabis system and Oregon’s more loosey-goosey open container policies. States like California and Washington rely heavily on brand loyalty to sell products because you can’t have any open containers in-store. Oregon’s open container rules mean some stores don’t rely on branded packaging at all. Customers smell the buds directly before they’re weighed out right in front of them.
The products on Nectar’s shelves are wrapped in branded jars, boxing, and other packaging types; but guests still get the sensual experience through “tasting trays” and with the help of the staff. {In my experience} The budtenders happily walked the squad through half a dozen or so strains. We smelled each and every product we asked about and nerded out over weed for 30 minutes. Tasting trays are available in some locations and lay some of the best options out in jars for customers to get acquainted with.
Selling pre-weighed products provides production functionality and an overall smoother retail experience. It cuts down line time and makes for a much cleaner and professional aesthetic. Packing also provides a great education opportunity for the consumer. Brand mission statements, slogans, cannabinoid tests, terpene charts, and flavor profiles are just a few examples of how brands can teach consumers about them and their products.
Branded By Nectar Cannabis
Branded cannabis products can travel down a slightly more complicated route before they leave the store with customers. Producers have the option of letting Nectar package their products for them. That’s why much of the packaging on the shelves have Nectar’s bold and simple logo on it, but list a different name by the producer portion of the label.
White labeling is the process of one company selling another line of products under a different brand line. Many weed brands sell their b-grade flowers under a white-labeled brand to give budget-minded consumers as many options as possible to fill their head stash. Oregon adds another layer by allowing retailers to brand and package weed for producers and processors. While these concepts make it tricky for curious consumers to track the origins of their products, it gives everyone more business lanes to work through and get the product out the door.
Customers come for hyped brands already, but open container policies allow people to find quality brands that don’t have a hyped brand plastered all over Instagram. When Nectar packages items for producers, it gives the consumer more confidence in what they’re buying. On top of it looking and smelling great, it has Nectar’s official stamp of approval.
Combining brand loyalty with the visceral experience of smelling dank weed seems like the best way to create a rabid fanbase following new product drops like sneakerheads waiting in line for the newest colorway of their favorite silhouette.
Business Hurdles
Operating the largest retail chain in the state doesn’t come without some hurdles. From zoning issues to lawsuits, Nectar has had to wade through some mud from time to time. Maintaining a consistent approach through meticulous staff training and low employee turnover is what keeps the ship running a smooth course. A tight and consistent staff with a strong managerial element helps keep the entire business focused over speed the large swath of terrain their 18 locations cover.
Each locations sells to a completely different market of cannabis users, which means each store’s purchaser has a completely different menu architecture and ordering list. Despite all of the challenges, Nectar maintains an A+ rating with the Better Business Bureau and is one of the top 50 cannabis employers in the country, according to MG Magazine.
Shine Portland Shine
“Oregon Owned Oregon Grown” is Nectar’s brand slogan and it extends past the cannabis in their stores. They co-sponsored the Portland Shine concert series with Tasty’s Edibles to bring Rhymesayers artists Sa-Roc to Portland’s Bossanova Ballroom. The third Portland Shines event will likely take place sometime in 2020. They’ve also helped with Portland’s annual Mississippi Street Fair which celebrates Mississippi Avenue’s history and local business.
“We want to make it {cannabis} more approachable and less of a sketchy back door affair,” Bohannon said.
