The Oz Store is a cannabis dispensary that operates three locations in the Ottawa area. WebMarketers were approached to come up with a marketing strategy that would be effective in a market as highly regulated and saturated as theirs. The Oz Store wanted to build brand equity and establish a loyal customer base.
Since paid advertising channels were not (and still aren’t) accessible, our team faced the unique challenge of developing a marketing strategy that focused solely on organic marketing channels.
Fuelled by creativity and great graphic design, our approach focused on organic marketing channels such as SEO, Email Marketing, and Social Media Marketing.
Our SEO strategy was aimed at attracting organic traffic, both through Google Maps and organic page rankings. We set up a weekly email marketing campaign that focused on products or promotions, complimented by viral social media giveaways.
Although they had an existing WordPress website, we knew there was an opportunity for their brand to be stronger and the overall user experience to be better.
Our team made customizations to the existing WordPress website to improve the user experience. We embraced a comic book art style for website design elements, email marketing campaigns, and social media posts.
We made sure that each one of their customer touch-points was branded appropriately. Whether someone was looking at their site, scrolling through social media, or even commuting to work, if they saw a marketing campaign from The Oz Store, they would instantly recognize that it was The Oz Store.
Our development team made optimizations to their existing website to improve their speed score. We also simplified the age gate requirements and added a “shop by location” navigation to funnel customers to multiple locations. This made it easier to ensure the inventory displayed was accurate to the location the user was interested in.
To keep track of their constantly changing inventory, we integrated Buddi, a cannabis point-of-sale system. This easy-to-use integration allowed them to manage their online menu and keep track of online pickup or delivery orders from customers.
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