Columbia Care: building a channel,
not just a service.
How to build a delivery brand able to acquire, retain and maximize Life Cycle Value in a heavily regulated market, without inflating CAPEX.
A constrained market, a race for acquisition.
Columbia Care Inc. is one of the largest and most experienced multi-state operators in the US medical cannabis industry. The company engaged Nobrainer to develop a new home-delivery channel in New York State.
The US medical cannabis market faces growing and restrictive legislation that limits the number of players and fuels a race for customer acquisition. Price and accessibility drive the market. Given the low number of new patients, retention becomes the central profitability lever.
Identifying the levers of a market under constraint.
In a market where acquisition is costly and retention pays, delivery stops being a service: it becomes a relationship channel in its own right.
Turning the delivery service into an independent relationship channel.
In a new competitive market, success comes from increasing the number of incoming patients and reducing the number of churning ones. The goal is to build a relational ecosystem that acquires the largest possible customer base quickly while developing loyalty.
We proposed creating an independent customer relationship channel to complement Columbia Care's physical dispensary network, turning the delivery service into a relationship channel in its own right, on par with the dispensaries.
Three levers to acquire, retain and scale.
How do you differentiate quickly in a heavily regulated market?
Developing a dedicated delivery brand: Columbia Care at home. A distinct identity, a clear positioning, an experience designed for the channel.
How do you increase each user's Life Cycle Value?
Building a relationship channel through personalized communications and promotions at every delivery. Each delivery becomes a touchpoint, not just a transaction.
How do you sustain an accessibility strategy without straining cash flow?
Developing loyalty and brand preference through a continuous focus on improving the patient experience via an informational feedback system, with no heavy infrastructure investment.
A new channel, indicators on the rise.
A channel to activate?
If your market is saturated and retention has become your real challenge, let's talk.
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