Cannabis Rewards Program - ESBE Marketing

Most cannabis rewards programs miss the mark.

Why? Because many dispensaries and cannabis brands assume they know what customers want—when they really don’t.

Here’s what the latest research shows: customers join loyalty programs for one main reason—to save money.

It sounds simple, but many programs overcomplicate things or deliver too little value. That’s why the smartest cannabis brands are starting to rethink their approach.

If you’re designing or optimizing a cannabis rewards program, here’s what you need to consider—and how you can get it right.

What’s the Real Value of Your Rewards?

Put yourself in your customer’s shoes: How much do they need to spend to earn a reward? Does it feel like a fair trade?

The bare minimum threshold for reward value is 1-2% back. But depending on your market, that’s often not compelling enough. If your customers are used to heavy discounts and price wars, they need a better reason to stay loyal.

At ESBE, we generally recommend structuring cannabis rewards programs to deliver at least 3–4% back on average. And that’s just for the entry tier.

As customers move up your loyalty ladder, your reward value should increase, too. Otherwise, you’re treating a $1,000 shopper the same as someone who’s only spent $100.

A flat 5% back across all tiers? That’s a missed opportunity.

Instead, create a graduated system:

Tier 1: 3% reward value
Tier 2: 5%
Tier 3: 7–8%

When you reward high spenders proportionally, you not only acknowledge their value—you incentivize them to stay and keep spending.

Flexibility = Stronger Engagement

Points-for-purchases alone aren’t enough.

Cannabis consumers today expect flexibility and choice in how they earn and redeem rewards.

You can create a much more engaging program by layering in multiple ways to earn:

Leave a product review? 50 points.
Download your app? 100 points.
Refer a friend? 250 points.
Complete their profile? 75 points.
Join a birthday club? Bonus points + special gift.

These non-purchase actions deepen engagement and allow customers to feel connected to your brand in more ways than just spending.

And when it comes to redemption, offer real options. Some may want money off their next purchase. Others may prefer a penny pre-roll, exclusive merch, or a branded accessory.

ESBE helps dispensaries map out reward structures that match customer behavior and motivation. Need help rethinking your program? Let’s chat.

Customers Want to Be Delighted—Not Just Discounted

If your cannabis rewards program is all about transactional value, you’re missing a powerful piece of the puzzle: emotion.

Surprise and delight moments are what turn casual shoppers into loyal fans. Think:

A handwritten thank-you card for a top spender
Bonus points after a customer’s third visit
An unexpected birthday freebie
First dibs on a new product drop for your top tier

But don’t just guess—ask your customers what they’d actually enjoy. Surveys, app polls, and in-store conversations can uncover simple extras that make a big emotional impact.

Then, automate those touchpoints through platforms like Alpine IQ. ESBE specializes in building automated retention campaigns that make surprise & delight feel effortless. Reach out to get started.

Don’t Reward Everyone the Same

Here’s where most cannabis loyalty programs fall short: everyone gets the same thing.

If a customer spends $20 a month and another spends $400, why are they earning at the same rate?

Your loyalty structure should recognize and reward different behavior tiers, creating a natural sense of exclusivity.

Examples:

General members: Points + birthday gift
Mid-tier: Bonus point weeks + event invites
Top-tier: VIP line access, custom perks, and highest-value rewards

These tiers don’t have to be based solely on spend. You can build them on:

Frequency of visits
Lifetime value
App usage
Referral count

The key is segmentation—which many dispensaries skip because it feels complicated.

That’s where working with a partner like ESBE can make all the difference. We’ll help you segment your audience and build reward structures that actually drive results.

Use Your Data—Don’t Guess

You already have the data to build a smarter cannabis rewards program. So why guess?

With tools like Alpine IQ, you can:

Track redemption trends by reward type
Monitor engagement by tier
Automate rewards based on real behavior
Analyze lapse patterns and win-back windows

For example, if you know customers tend to drop off after visit #2, you can create a targeted bonus campaign to encourage a third visit.

Or if one reward never gets redeemed, it’s time to switch it out.

Data-driven loyalty is loyalty that works. And with ESBE’s lifecycle marketing services, you won’t need to manage it all yourself. Let’s make your data work harder.

Building a Cannabis Reward Program That Stands Out

Most cannabis retailers are still offering the same “sign up, get points, redeem for 5% off” deal. That’s not loyalty—that’s a coupon.

If you want real retention, it starts with:

A reward value that actually feels fair
Flexible earning and redemption options
Emotional connection through surprise and delight
Tiered recognition that creates status
Smart segmentation and data-driven campaigns

And above all, listening to your customers instead of assuming you know what they want.

A cannabis reward program is more than just software. It’s your chance to build loyalty that’s earned—not bought.

Want expert guidance on building your program the right way? Contact ESBE today.

Let’s create something your customers actually love.