Understanding Customer Journeys in Cannabis Marketing

Without access to Google Ads, advertising on Facebook, or other popular marketing channels, cannabis brands can’t afford to waste a single interaction with a customer. Understanding the customer journey — the path from awareness to brand loyalty — is essential.

The cannabis customer journey follows five key stages: Awareness, Research, Consideration, Conversion, and Re-Purchase. While these stages mirror other industries, cannabis brands have to approach each one strategically because of advertising restrictions.

“We often tell clients that in cannabis marketing, restrictions can be used for your competitive advantage,” says Krystal Vivian, Director of Client Services at Cannabis Digital Solutions. “When certain advertising channels are off-limits, understanding exactly where your customer is in their journey becomes your secret weapon.”

But what exactly does that look like for cannabis brands? Let’s break down the cannabis customer journey and discuss why it matters.

What Does The Customer Journey Mean For Cannabis Brands? 

From start to finish, a cannabis customer’s entire journey encompasses the moment when a potential customer discovers your brand to when they’re singing your praises to their friends after a purchase.

The five stages are awareness, research, consideration, conversion, and re-purchase. We’ll spend time diving deeper into those in a bit.

In cannabis marketing, each stage matters because advertising restrictions on Google and major social platforms mean we can’t rely on paid digital advertising to reach customers. Federal restrictions keep cannabis away from traditional marketing, such as radio and TV, as well.

As a note, the customer journey shouldn’t be confused with the sales funnel, because it goes beyond making a sale. The journey accounts for what happens before and after a sale. It’s how you can retain customers, encourage them to repurchase from you, and turn them into a brand ambassador.

The Five Stages of the Customer Journey

Stage 1: Awareness

When a customer first acknowledges that they have a “problem” (it doesn’t always have to look like a traditional problem) to be solved, they’re in the awareness stage. For cannabis customers, that might mean a desire to try recreational cannabis, someone who has sleep problems they’d like to fix, someone who’s dealing with chronic pain they’d like a solution for, or a variety of other reasons.

Cannabis brands typically reach awareness-stage customers through their website, blog content, email newsletters, and social media (which showcases lifestyle, not selling products). In states like Michigan, where billboard advertising is legal, brands can also reach customers through outdoor advertising.  That makes multichannel marketing vitally important in the awareness stage.

Once potential customers know you exist, they move into active information-gathering mode.

Stage 2: Research

After becoming aware of your brand, customers will enter the research phase, where they’re actively seeking products and dispensaries that are the right fit for their needs.

During this stage, customers aren’t just comparing prices; they’re evaluating the quality of products, information about different strains, effects of products, and whether or not a brand is trustworthy.

“Your content strategy has a critical effect on how well your brand does in the research stage,” Vivian says. “Brands that invest in educational content like blogs and social media infographics position themselves as experts worth trusting. When a customer is researching, you want to be their primary source of information.”

Businesses that create comprehensive product descriptions, maintain an active blog, and create educational and entertaining social media content make customers feel more informed and confident in their decision. That makes them more likely to move on to the next stage with your brand top-of-mind.

Stage 3: Consideration

In the consideration stage, your customers are spending time comparing a few options that they’ve narrowed their search down to. 

Moreover, 86% of cannabis consumers value personalized recommendations when choosing a dispensary. You can help with this by providing detailed product information, encouraging customers to review your store, and prioritizing high-quality customer service.

“Think of the consideration stage as your opportunity to become a trusted educator, not just a seller,” Vivian says. “Cannabis consumers are often overwhelmed by choices and terminology. The brands that take time to explain the differences between products, answer questions without being pushy, and have accurate business listings online are the ones who win customer loyalty.”

Concentrate on building credibility for customers in the consideration stage. Provide helpful guides, share the personalities of your budtenders, and show off what makes you unique. For dispensaries, that also means making sure your name, phone number, and address are correct online across multiple listing sites.

Once you’ve built trust and credibility, it’s time to remove friction from the buying process. 

Stage 4: Conversion

The conversion stage is when customers make a decision. They are ready to buy, but the sale isn’t guaranteed. 

Customers in 2025 (and beyond) value ease and convenience when it comes to purchasing. In fact, 75% of cannabis users want the ability to reorder with one click. 

That means you should make the purchasing experience as smooth and streamlined as possible. If there are hoops to jump through, you’ll lose your customers, and they’ll find someplace where the purchasing process is simpler. 

A simple process should include clear pricing, online menus, easy website navigation, and multiple ordering options such as in-store, online, and delivery.

The sale may now be complete, but your work sure isn’t. Next is the most profitable stage of them all.

Stage 5: Re-Purchase

You’ve made a sale, and now you’re in the re-purchase stage. Now your focus is on keeping customers coming back. 

Did you know retaining an existing customer costs five times less than attracting a new one? That’s a crucial reason why the retention stage is so important to your brand’s overall success. 

How can you make sure a customer returns? Implement loyalty programs, send personalized communication like “thank you” emails, engage with them online, and keep your menu updated with high-quality products. 

During this stage of the customer journey, you’re turning your customers into brand ambassadors. They will recommend your dispensary to their friends and family, talk highly of your products and customer service, leave positive reviews, and engage with your business on social media. 

In our industry, where paid advertising can be tricky, word-of-mouth advertising is priceless! 

The Cannabis Customer Journey: Why It Matters

Those of us in the cannabis industry understand that we can’t cast a wide net and hope to catch the best fish. Instead, we need to become familiar with where our customers are within their journey and what they need in each stage. 

“What makes cannabis marketing challenging and exciting is that our limitations force us to be better marketers,” Vivian says. “We can’t rely on throwing money at ads and hoping something sticks. We have to truly understand our customers, meet them where they are, and provide genuine value at every touchpoint. That creates stronger brands in the long run.”

It’s about setting yourself apart in a crowded industry. Dispensaries that understand their customers, offer personalized experiences, and focus on data-driven insights stand out in a way that others don’t. You can make this difference by mapping your customer journey and understanding each stage your customers go through. 

Mistakes To Avoid

As with any marketing strategy, there are common pitfalls that cannabis professionals encounter related to the customer journey.

“The biggest mistake dispensaries make is treating all customers the same,” Vivian says. “A first-time cannabis consumer needs education and reassurance. A regular customer wants convenience and new product announcements. When you map the journey, you can tailor your message to match where each person actually is.”

We don’t want that for you, so avoid:

• Focusing only on new customers
• • • Acquiring new customers is great, but focusing exclusively on acquisition drains your budget and limits your growth. 

• Using one-size-fits-all messaging 

• • • Remember to personalize your messaging to the specific stages your customers are at in their journey. 

• Ignoring touchpoints after a purchase

• • The customer journey doesn’t end after a customer swipes their debit card. You need to follow up with customers to nurture them in the re-purchase stage.

Start Mapping Your Customer Journey Today

Knowing where your customers are in their journey, and what they need at each stage, separates thriving dispensaries from struggling ones. Here’s where to start:

1. Map current touchpoints: Document every way customers interact with your brand across all five stages. 
2. Gather and analyze customer data: Use purchase history, website analytics, and customer feedback to understand behavior patterns.
3. Create stage-specific content:
   1. Awareness content, like educational blogs
   2. Research resources like strain guides
   3. Consideration of information like product comparisons
   4. Conversion tools like streamlined checkout
   5. Retention strategies like loyalty programs and/or email campaigns
4. Test and refine: Monitor which touchpoints drive the best results for your brand and continuously optimize.

Without traditional advertising channels, cannabis brands need to be smarter, more strategic, and more customer-focused than other industries. However, that challenge becomes your competitive advantage when you master the customer journey.

At Cannabis Digital Solutions, helping businesses navigate their cannabis customer journey strategies is one of our specialties. If you need guidance on developing strategies, we can help. Get in touch with our experts to learn more.