How smart in-store and digital merchandising increases basket size, repeat rate, and full-price sell-through with Hannah O'Brien from Echtrai.

Most dispensaries think retention is a loyalty program problem.
Most think merchandising is a store layout problem.

Both are wrong.

Retention is driven by experience.
Merchandising is what controls that experience at the point of decision.

If you don’t control merchandising, you are forced to compete on price.
If you do control it, you can protect margin and increase LTV simultaneously.

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The Margin Problem No One Wants to Admit

Across cannabis retail, margin compression has become the norm. Increased competition, price transparency, and consumer deal sensitivity have pushed many dispensaries into a reactive cycle of discounting.

On the surface, this looks like a pricing problem. In reality, it is a behavioral problem.

When customers are overwhelmed, under-guided, or forced to choose based purely on brand or THC percentage, they default to price. Over time, this erodes perceived value and trains them to wait for promotions.

The issue is not simply that discounts exist. It is that merchandising is not intentionally controlling the decision-making environment.

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Dispensary Merchandising Is Not What You Think It Is

Merchandising is often associated with layout decisions. Shelf placement. Displays. Store design.

But its impact goes far beyond visual presentation.

Merchandising shapes the decision-making environment. It influences what feels valuable, what feels safe to choose, what feels premium, and what gets added to the basket.

When merchandising is treated as a strategic growth lever rather than a visual one, it becomes a powerful driver of margin and customer behavior.

In this session, you will see how intentional structural adjustments across both physical and digital environments can influence purchasing outcomes in measurable ways.

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Retention Is Decided Earlier Than You Think

Retention is often discussed in the context of loyalty programs, SMS campaigns, and email automation.

Those tools matter.

But the foundation of retention is built at the first purchase experience. If that experience feels transactional and price-driven, repeat behavior becomes harder to earn. If it feels guided and confident, returning becomes natural.

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Your Menu Is Already Influencing Behavior

Today’s cannabis customer often interacts with your online menu before ever entering your store. That digital environment shapes expectations, frames perceived value, and influences which products feel comparable.

Menu structure does more than organize inventory. It guides attention, simplifies or complicates decisions, and subtly influences whether customers focus on price or on experience.

In this session, we’ll examine how in-store and digital merchandising operate as a connected system, influencing basket size, full-price sell-throu

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