For cannabis retail, customer experience is part and parcel of running a successful dispensary. Providing informative, engaging, and personalized interactions can significantly impact customer satisfaction and loyalty.
Seed catches up with Larry Leggett, the founder of Black Canna, an agency dedicated to helping cannabis firms optimize their tech stacks. Larry's journey with Parkway Dispensary began when he started subcontracting for them through Black Canna, eventually leading to his current role as Director of Marketing and Integrations for the 1937 Group.
With his extensive experience working with hundreds of cannabis retailers, Larry has developed a deep understanding of their tech needs and the value of various solutions.
Founded in September 2023, Parkway Dispensary marks a new venture under the 1937 Group, Illinois' first minority-owned, vertically integrated operator.
Situated in Central Illinois, Parkway is more than a cannabis retailer; it's a hub featuring a consumption lounge and a vibrant bar and grill. Director of Marketing and Integrations, Larry Leggett, has said he wants to create a vibe and community, a place where like-minded people can enjoy cannabis recreationally.
“This dispensary is the first of many we plan to open within the next 24 months. What makes Parkway Dispensary special is that it houses two additional businesses under the same roof. We often refer to Parkway as "the complex" because it includes a consumption lounge and a bar and grill.”
“It's almost like an adult playground, featuring pool tables, slot machines, projectors showcasing sports events, and more. We even have a large 420 friendly outdoor space with a few festivals set to take place this fall. There's so much happening in this space!”
Embodying its historical namesake from Chicago's South Side, Parkway aims to blend cannabis accessibility with community revitalization, catering to both recreational users and medical patients.
Larry said: “We are deeply committed to healing Black and Brown communities. Historically, cannabis has been used to demonize and incarcerate Black and Brown bodies in America. We aim to flip that script.”
Since its inception, Parkway has leveraged Seed Technology to optimize operations and enrich customer interactions, saving over 10 hours monthly through seamless digital integration.
Parkway is more than just a dispensary; it's a community hub aiming to redefine the cannabis retail experience. Larry Leggett, explains, "We're not just selling cannabis; we're creating accessible, safe spaces that empower communities."
Larry said: “Personally, I am aligned with creating accessibility for these communities. I feel a perpetual obligation to this mission. For example, many military veterans who have suffered from opioid addiction now have the option to turn to cannabis programs instead of opioids, which have derailed many lives. This issue is very personal to me.”
Before integrating Seed Technology, Larry identified that many operators in the industry faced time-consuming operational challenges related to digital signage.
“Before partnering with Seed Technology for Parkway, I noticed several challenges with other clients I’ve worked with, particularly with managing tech stacks in the cannabis space. Having worked in this field for a while, I encountered various issues with TV menus and remote management. For instance, we had to upload everything onto USB drives and physically update the TVs by inserting the drives, a process that had to be repeated weekly to update content.
“Imagine if you had multiple dispensaries with various stock levels! Seed takes away that pain of managing several dispensaries from one dashboard, and I rarely have to visit the dashboard and update - it does it all for you in terms of stock levels, promotional products, close to expiry dates, and so on.”
Typically, dispensary staff spend 5 hours each week updating digital displays with new content.
“Before Seed, if something was out of stock, we had to manually update that using the USB so you can imagine how much effort that was. We manage all screens from one intuitive Seed TV dashboard now.”
For dispensaries with multiple locations, Seed Technology offers scalability and efficiency. It centralizes content management, reduces manual labor costs, and ensures a consistent customer experience. Larry sheds some light on this having worked with other dispensaries for a number of years of refining their technology stack:
“Before these integrations became available, I worked with various clients in California under my agency while I was based in Chicago. I had to coordinate with them to ensure they loaded the content onto the USB drives correctly. If any issues arose, they had to contact me, and I would troubleshoot remotely. This back-and-forth was very time-consuming.
With Seed Technology’s seamless integration, all of these issues were resolved. Now, I can manage everything from one dashboard, no matter where I am. This means I can handle operations even while on vacation, ensuring everything runs smoothly without constant manual intervention.”
"Seed's digital signage platform offered seamless integration and robust functionalities," Larry notes.
From day one, Seed's all-in-one dashboard connected seamlessly with Parkway's POS system, enabling real-time updates on stock and high-value items which meant better sales and better operational efficiency.
“One huge benefit is the ability to line things up in the dashboard with ease. It's almost like you can create an entire movie with the menus, switching through deals in a very cohesive way. We use it to showcase products and deals, especially those we want to spotlight. The visuals are very effective and have a strong impact.
For instance, we often have 20 to 30 different brands on sale at any given time. The ability to display our lifestyle content and deals catches people's eyes and creates an easy conversation piece for our budtenders. Customers often mention they saw a deal on the screen, making it easier for our staff to engage with them and promote those products.”
Larry notes Seed Technology transformed Parkway's retail environment. "The digital displays from Seed engage customers from the moment they walk in, they just stare at them" Larry explains. Interactive screens throughout the dispensary not only showcase product offerings but also initiate conversations among customers.
Larry's Insight: "The TVs from Seed make customers feel engaged; they're not just displays but conversation starters. It enhances our brand's appeal and encourages customer interaction."
“We chose Seed Technology primarily because of its ease of use and robust functionalities. The dashboard offered by Seed is far more comprehensive compared to other solutions we considered.”
The partnership between Parkway and Seed Technology has been marked by proactive support and strategic collaboration. "John and Amy from Seed have been instrumental in optimizing our digital signage strategy," Larry acknowledges. Their expertise and responsive support have ensured seamless operations and continuous improvement.
Larry's Appreciation: "The Seed Team have been exceptional partners, providing timely support and solutions that align with our growth objectives."
Since integrating Seed Technology, Parkway Dispensary has achieved remarkable business improvements:
Larry's Perspective: "Seed Technology has not only optimized our operations but has also elevated our customer satisfaction levels significantly. It's a game-changer for us."
“Since implementing Seed Technology, we've noticed improvements in our checkout times. Previously, it could take up to 10 minutes for a customer to complete their purchase. With Seed, those times have decreased by 50% or more, likely due to the more engaging and informative displays guiding customers more efficiently. This reduction in checkout times has improved the overall customer experience, ensuring they're not spending too long in the dispensary.”
Looking ahead, Parkway and the 1937 Group are focused on expanding their footprint beyond Illinois for multi-state expansion. "Seed Technology will continue to be integral to our growth strategy, and I want to open more Parkways" Larry affirms. By leveraging Seed Technology’s solutions, Parkway aims to set new standards in cannabis retailing, ensuring accessibility and exceptional customer experiences.
For Multi-State Operators (MSOs), Seed Technology offers a unified dashboard that revolutionizes content management across various regions. This platform allows MSOs to tailor content according to stock levels, state regulations, expiry dates, and brand availability, ensuring each location's needs are met efficiently. Seed's enterprise design facilitates seamless content distribution across entire operations while allowing unique customization for individual dispensaries, no matter the state. For example, MSOs can set up regions within the platform, adjusting branding and promotions based on specific areas. High-traffic locations can benefit from frequent promotions, while rural dispensaries receive tailored support to match their lower footfall. This flexibility ensures that each dispensary operates optimally, enhancing overall efficiency and customer engagement.
“We hope to open more Parkways in the future, and we will also adopt the Self-Service Kiosks offered by Seed to reduce customer wait times and improve the retail experience to meet customers in the way they like to be met.”
“Regarding the importance of kiosks for retail customers, it’s crucial to meet them where they are. We have a variety of customers: new ones who are just cannabis-curious and more experienced ones who want a quick in-and-out experience. Kiosks can cater to both groups effectively if managed well, with detailed product descriptions and a POS system that’s on top of its game.
However, for new cannabis consumers, I wouldn’t want them to place an order solely through a kiosk without any human interaction. Even when I was with another company and implementing kiosks, I always emphasized the importance of having budtenders available to assist and introduce themselves to customers. It’s vital to have a hybrid approach where people who want to get in and out quickly can use the kiosks, while others can get personalized assistance from budtenders.”
By integrating Seed's advanced digital signage platform, Parkway not only transformed its retail environment but also created immersive experiences that resonate with customers.
Through a strategic partnership with Seed, Parkway remains committed to bringing a modern shopping experience in the cannabis industry and setting benchmarks for retail excellence.
Larry's Final Thoughts: "With Seed Technology, we're not just improving our business; we're redefining what cannabis retail can be. It's exciting to see the impact on our customers and our community."
“Thinking now, if we had 10 dispensaries today without Seed Technology, managing them would be overwhelming. However, with Seed, I wouldn’t feel anxious about the workload. Without Seed, managing each dispensary would be a full-time job, especially for larger entities like MSOs and MLOs. Seed saves us a tremendous amount of time, making it easier to open new dispensaries and manage them efficiently.
Our general managers and assistant general managers rarely need to interact with Seed because it’s so self-sufficient. We only need to input the content, and the system manages itself. We’ve never experienced downtime with Seed, which is fantastic. This is a stark contrast to other cannabis tech partners we work with, where I often have to reach out weekly to resolve issues. We pay more for those services than for Seed, yet Seed consistently operates flawlessly. It’s safe to say I’d recommend Seed Technology to any dispensary all day long!”
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