For many years, cannabis merchandising focused primarily on the THC level in each strain. Strain potency was believed to be the defining characteristic driving buying decisions by consumers. Earlier studies showed that cannabis customers were willing to pay more for high-quality products, but the definition of “premium” cannabis was still nebulous and undefined at that point.
However, a 2022 study by Plumb, Demirel, Sackett, Russo, and Wilson-Poe brought a lot more clarity to what customers were looking for, and how they were making purchasing decisions.
As it turns out, a pleasant aroma was the highest correlating factor in a positive experience for the participants in the study. More than high THC content or amount of THC consumed, aroma and smell are the leading indicators of high-quality cannabis.
What does this mean for you as a dispensary owner? Merchandising displays that allow customers to smell the aroma of each strain flower will lead to a better customer experience, and potentially more sales of higher quality flower.
Shifting Merchandising Focus from THC to Terpenes
Today’s cannabis connoisseur is more sophisticated than they were ten years ago, and they are looking for a robust enjoyable strain when they shop for cannabis.
According to the 2022 study mentioned above, “Pleasant subject aroma (but not terpene expression, THC potency, or THC dose) was positively correlated with pleasant subjective effects… These results suggest that, unlike THC potency, pleasant aroma is predictive of pleasant subjective effects. Similar to other agricultural commodities such as coffee and tea, aroma appears to be a robust indicator of the quality of cannabis inflorescence.”
In other words, if the cannabis flower has an appealing aroma, the customer perceives this strain as a higher quality.
THC is not a factor in whether people perceive a cannabis flower as high quality.
The report states, “Contrary to widely held public opinions, the dose of THC consumed in a single session was not correlated with subjective appeal.” In the study of 276 participants, nearly 45% of all single sessions with 0.25 grams of cannabis.
Potency should not be the only factor in merchandising and promotion of cannabis strains.
Letting customers smell the terpene aromas by using secure cannabis “sniff pods” is one way to utilize aroma as a selling point for your popular strains.
What are Terpenes? And How do They Contribute to Flower Aroma?
Terpenes are naturally occurring compounds that appear in plants and some animals. Functionally, terpenes influence aroma and taste. There are over 200 terpenes in Cannabis sativa (Cannabis), which often appear on the female inflorescence and throughout the cannabis flower.
Terpenoids appear in aromatic plants like cannabis, and are thought to help with protection from predatators, attracting pollinators and other functions.
Although research is still being done on terpenes, they are thought to have synergistic effects on THC, CBD, and other cannabinoids that make up unique psychoactive effects for each cannabis strain.
The aroma of each terpene can run a spectrum from sweet (citrus, tropical, berry) to savory (think onion, garlic, or chemical) with prototypical (earthy, skunky, spicy) landing in the middle of the spectrum.
The terpenes are what give each strain their unique aroma. They also work together with the other compounds in the strain to produce unique psychoactive effects.
Potency Should Not be Only Factor in Sales and Merchandising
Cannabis shoppers want a full sensory experience when they go to purchase flower. Marketing and merchandising your cannabis strains can be a complete educational experience. The goal is to deliver better choices for customers, aligned with their desired outcomes.
For example, your premium cannabis flower displays can feature tethered display pods with a magnifying lens to see the trichomes up close, info card holders with details about each strain, and each pod can have aroma holes so customers can sniff the complex terpenes of each unique strain.
Like a wine connoisseur examines the smells and notes of a fine wine before drinking it, cannabis consumers want to smell the terpene aromas before purchasing.
The Entourage Effect in Cannabis
Terpenes are responsible for more than aromas, they also help with a phenomenon known as the entourage effect. Psychoactive elements in cannabis like THC interact with terpenes and cannabinoids in that strain in a unique way. The combination of the different compounds produces an experience that can affect each person differently. If you are an experienced cannabis partaker, the aroma of the terpenes and trichomes can give you clues to the overall experience you will have consuming that strain.
Highlighting Aromas Can Help with Sales
Customers who appreciate the different terpene aromas will seek out different strains, including those with lower THC levels. Smaller independent cannabis lines can be featured, encouraging more robust product lines. Customers feel they are discovering small-batch craft cannabis. Your clientele will spread the word your dispensary is known for carrying strains with unique terpene combinations.
Carry a Spectrum of Aromas and Strains at Your Dispensary
Consumers are looking for strains with pleasing aromas, that are rich and full of complexity, intensity, sublimation, and balance. Provide a mechanism for customers to smell to the different strains of cannabis flower so they can have a more satisfying customer experience.
The customer journey is an important part of getting return business and winning a customer for life. Remember that aroma is the number factor in cannabis enthusiasts defining a cannabis strain as “high-quality”.
Find the Ideal Sniff Pods for Highlighting Cannabis Aromas
For over 30 years, the team at Bud Bar Displays has been designing and building retail displays, and we’ve been a leader in innovative design for cannabis retail and dispensaries. We’re always coming up with new ideas that help dispensary owners get the competitive edge and elevate the customer’s experience.
Our patented line of cannabis display pods help you showcase your cannabis strains and sell more product. If you have a question, need a custom-built display, or need help with dispensary product displays, contact our team of retail display professionals or give us a call at (916) 858-2000.
