Scaling a Vertically Integrated Retailer in Michigan’s $1.2B Market
Cloud Cannabis Company started in 2020 with a curbside only store in Muskegon and the tagline “Live Higher”. My assignment was to guide growth to vertical integration and 10+ stores by early 2022. Our initial approach was digital first, ensuring we aligned our positioning with a differentiated and personalized customer experience online that we called “Find Your Cloud”. We extended this into offline as we opened retail, bought traditional media and launched delivery. I don’t believe in ‘build it and they will come’ so acquiring customers and giving them reasons to come back time and time again is key. To do this, I recruited an in-house marketing team, relevant agency partners and used the latest mar-tech solutions to scale effectively based on data and customer insights. As of Q4, 2021, Cloud is one the fastest-growing retailers in the state with enviable store locations, a loyal customer base, and a marketing team primed for growth.
Website designed for suburban Michiganders who want to enjoy cannabis to become happier and healthier
Our effects spectrum designed to help demystify the cannabis buying experience and select products to match how they want to feel.
Cloud Ann Arbor with the Find Your Cloud customer experience at retail with bud-bars in the foreground.
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