What I would do here, as somebody who shopped with you and does this for a living
PREPARED FOR THE OUTLET · FERNDALE, MIBY MOCHA WASHINGTON · MOGUL TO MOGUL CONSULTING
Where I Am Coming From
I shopped here for over a year, back when it was STIIIZY. I also build customer experience systems for a living, so I could never really turn it off while I was standing in line.
What follows is not a marketing plan. It is a look at your business through the eyes of the person walking through your door, and what I would change about that walk.
You already have the customers. The question is what brings them back.
The Customer Journey
Six moments that decide everything.
Every visit runs through these. Right now a few of them are doing nothing for you, and those are the cheapest ones to fix.
01
Discover
How they find you
Right nowMostly people who already knew the old brand, plus whoever drives past. Nothing is bringing in somebody new this week.
What I would doGoogle profile claimed and filled out properly, Instagram actually running, and local outreach that does not cost ten grand a month.
02
Arrive
The first ten seconds
Right nowThe outside still reads STIIIZY to anybody driving by. People who loved this place do not know it is still here.
What I would doSort out what comes down and what goes up, in an order that keeps your regulars instead of confusing them.
03
Shop
Time at the counter
Right nowYour budtenders are the best asset in the building and most of the experience rides on whoever is working that shift.
What I would doFour moments in a visit, written down simply, so a good experience is not luck of the draw.
04
Connect
Do you know who they are
Right nowSomebody can shop here twenty times and you would have no way to know it, or to reach them again.
What I would doLoyalty signup at checkout, so every visit builds a customer list that belongs to you.
05
Return
Why come back here
Right nowWith BOGO going away, there is no standing reason to pick you over the shop down the road.
What I would doA loyalty program where spending unlocks real perks, so the reason to come back is yours and not a discount anybody can beat.
06
Share
Do they bring a friend
Right nowWord of mouth is happening, and none of it is being encouraged or tracked.
What I would doGive members a reason to bring somebody, and events worth telling people about.
Step One
Ask before you spend.
Before anybody puts money into ads or events, I want to hear from the people already walking in.
A QR code sits at the counter. Customers scan it and tell you how often they shop, what would bring them in more, which rewards they would actually use, and how they found you in the first place.
Then instead of guessing, you are looking at numbers. If most people say they found you by driving past, that tells you something real about where your money should go.
I am building this part for free, and it can go live this week. The answers belong to you either way.
The Outlet · Ferndale
Tell Us What You Actually Want
Weekly or more
A few times a month
Once a month
Happy hour pricing
Early access to drops
Birthday reward
Step Two
A reason to come back that nobody can undercut.
A punch card gives somebody a free pre roll on visit five. That is a coupon with extra steps, and it does not build a relationship with the brand.
Spend
Points come from what somebody actually spends, so your best customers get treated like it.
Earn
Points build up automatically at checkout. No app to download, nothing for the budtender to remember.
Unlock
Spending moves people up, and each level opens things money alone cannot buy.
What It Could Look Like
Three levels.
A starting point, and the survey answers decide the final shape.
Member
Free · Sign up at the counter
Earn points on every purchase
Birthday reward
First to hear about drops
Regular
Unlocked by spend
Everything above
Happy hour pricing on slow days
Member only deals
Outlet VIP
Your top customers
Everything above
Early access before drops go public
Invites to vendor days and private events
Customer appreciation perks
3.5x
Flowhub reports that loyalty members spend roughly three and a half times more per year than customers who are not enrolled. You are already paying for the system that does this.
Loyalty runs natively inside Flowhub, so there is no new platform to buy and no integration to wire up. It also supports multiple point multipliers per day, which is exactly how happy hour pricing gets built. I would configure the whole thing and hand it over working.
Step Three
Let the neighborhood meet The Outlet.
People still drive past and read STIIIZY. A relaunch is how you get looked at again, and it puts a room full of people in front of you on the same day the loyalty program goes live.
Before
Build it up
Google profile claimed and filled in
Instagram running with a reason to follow
Flyers and neighborhood outreach
Tell your existing customers first
During
Make it worth showing up
Run of show for the day
Vendors and local partners
Loyalty signup built into the flow
Something worth posting about
After
Keep them
Follow up with everybody who signed up
First member only offer
Next quarter of events
What worked, in plain numbers
Who Does What
So nobody is guessing.
I handle
Building and running the customer survey
Reading the results and telling you what they mean
Designing the loyalty program
Setting it up inside Flowhub
A one page guide so your team can explain it
The relaunch plan and day of schedule
Local outreach and social plan
The follow up after the event
You handle
Any ad spend you decide on
Printing and mailers
Event vendors and anything you serve
Whatever you give away
Weedmaps, if you go that route
I will bring you options at a few price points before you spend anything, so nothing here is a surprise.
Where To Start
Start with the survey.
It costs you nothing, it goes up this week, and in two weeks you will know more about your customers than you do right now. We can talk about the rest once you see what they say.
If you want to talk it through before then, I am around.
Everything laid out here, the survey, the loyalty build, and the relaunch, runs $2,500. That is the full version. If some of it is not where you want to spend right now, we can shape it around your budget and leave things in or out.
Mocha Washington
Mogul to Mogul Consulting · Client Experience Strategist