CUSTOMER SUCCESS SPOTLIGHT
The Flower Shop collects 50% of event attendees’ data with AnyRoad
The multi-state cannabis company uses field activations to learn more about their different audiences and inform their overall product development and marketing strategy.
The Flower Shop uses AnyRoad to grow and strategize.
50% of event attendees' data
50% of event attendees provided first-party data to help build out their demographic profiles.
66.7% opt-in-rate
66.7% of registered guests opted into marketing outreach from TFS through AnyRoad.
90 NPS
The Flower Shop learned their experiences were netting a 90 NPS rating across experiences.
CASE STUDY
Testing and Strategy Through Live Data
Field activations to learn about consumers
The Flower Shop, a multi-state cannabis company, runs frequent event activations and on-site shopper marketing. With several wholesale brands underway, including Lady Like, High Tide, and High Variety, they need to consider each specific consumer demographic and how best to target them.
Cannabis comes with its challenges, including limitations on paid media to market their brands, so, like many in the industry, The Flower Shop relies on field marketing. TFS uses activations for their brands 3-5 times per week, focusing on a few key performance metrics to help guide their product development and marketing strategy.
DISCLAIMER: The products referred to in this study may contain cannabis, a schedule 1 controlled substance. The possession, cultivation and distribution of cannabis is prohibited under US federal law. Keep all cannabis and cannabis products out of reach of children and animals. Intoxicating effects of cannabis and cannabis products may be delayed up to two (2) hours. Use of cannabis while pregnant or breastfeeding may be harmful. Consumption of cannabis and cannabis products impairs your ability to drive and operate machinery, please use extreme caution.
Measure. Expand. Evolve.
Upon working with AnyRoad, The Flower Shop aimed to:
- Measure the value and impact of on-site and field activations
- Expand their database with marketable contacts and gain actionable insights
- Evolve product and packaging based on feedback from target demographics
Better data after one month
TFS used AnyRoad’s flexible data capture, like contactless QR codes and mobile registration, to gather first-party data on-site through sweepstakes, product giveaways, and VIP launches.
The team focused on gathering competitive intelligence, shopping habits, and zip codes to help with their wholesale strategy and adjust their activations in real time for new locations, event sponsorships, and media buying.
Their strategy worked so well that during the first month of experience data collection, they saw the following:
- 50% of event attendees willingly offer first-party data
- 66.7% of registered guests opting into marketing outreach
“We spend a lot of time and money for activations and never had a way to measure ROI. AnyRoad has helped guide our activation planning, grow our email database, and measure conversion while managing the budget for multiple brands.” - Todd Grobstein, Vice President of Marketing | The Flower Shop
Focus Areas
TFS aimed to use AnyRoad to focus on the following:
- Gather more feedback — Use questions related to typical shopping habits for a better view of the competitive landscape
- Tap into vital location info — Collect zip codes from each guest to adjust activation locations, event sponsorships, and overall out-of-home (OOH) media buying.
- Shift events as needed— Invest in activations targeted towards specific interest groups, like the yoga community, that result in higher NPS scores and marketing opt ins.
Easier scaling and growth with lower lift
Once AnyRoad was in place and The Flower Shop could test and improve their efforts, measuring and evolving their activation scale became easier. Between better feedback and insights, The Flower Shop was finally able to grow their confidence and certainty with their wholesale brand awareness campaigns and expansion into new retail locations.
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