Happy Cabbage Solves the ‘Spray and Pray’ Strategy

When King’s Crew found Happy Cabbage, their team had already understood the importance of targeted SMS marketing campaigns to engage with their customers. King’s Crew had used many text platforms in the past, but these platforms were very limited in their capabilities with no ability to strategize marketing or know if what was being sent had any impact or return on their investment (ROI).

Upon entrance, King’s Crew utilized an in-store kiosk display for customers to sign up for rewards. An opt-in landing page was requested by King’s Crew, in which Happy Cabbage was able to implement. In using Happy Marketers, customers can easily enter their contact information into the kiosk and opt-in to receive text message marketing. From there, each customer profile automatically syncs with their dispensary’s POS system into Happy Marketers, along with customer purchase history, in-store visits, delivery frequency, etc.

Identifying Buying Patterns through Product Preferences

With over 1,000 product SKUs, King’s Crew has a variety of products to promote, but every consumer has different product preferences, tolerances and are at different stages of the customer journey. Concentrates, for example, are a product category that’s reserved for more advanced cannabis users due to its incredibly high in THC content. With other text message providers, it’s hard to reach these specific types of customer segments and users have to mass-send these types of specials – even beginner consumers that might not be the most relevant target for specialized communications.
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With Happy Marketers, King’s Crew can now identify the customer-base that purchases concentrates, or even those who purchase specific concentrate brands, with the ability to send more targeted and frequent text blasts that have the most impact without over-saturating their audience.
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By using Happy Marketers’ targeting parameters (e.g. product preference, purchase latency, average spend, average day/time of purchase, etc.), Happy Cabbage clients can provide more personalized shopping experiences, boost customer loyalty, curate a customized consumer journey, and garner a lower opt-out rate. 

Targeted Texts > General Texts

Before Happy Marketers, King’s Crew’s texts would be crafted ahead of time and then scheduled for later. This led to generalized text messages that didn’t offer much overall value, and attributed to higher opt-out rates. In one instance, King’s Crew used to mass-text their famous Taco Tuesday special, where any customer who makes an in-store purchase on Tuesdays from 11am – 2pm can receive 4 authentic street tacos and a drink with their purchase. With Happy Marketers, King’s Crew can instead identify and target any customers who tend to make in-store purchases during that specific time period (or whom spend over a certain amount to qualify) in an effort to lure customers who are not only available for the special, local, and/or who may be due for a visit.