One of the main consumer data hubs in cannabis is stepping a little deeper into the delivery game, as Leafly has started offering ordering on its popular website.
Much of the time when consumers are hunting down genetics or general product information they find their way to Leafly, and while it was never that difficult to find your way to where you could buy the strains you were researching, CEO Yoko Miyashita argues the new streamlined process will make it easier for everyone.
Miyashita argues the industry-leading database they have obviously is a plus going into it, but you have to be able to combine the research, ordering and delivery in the most effective way possible to navigate California's competitive marketplace. In addition, this would create a new data point for Leafly to understand consumer demand all the way through the purchase. Previously they could only understand up to an outbound link from whatever delivery or dispensary had the product available.
Leafly isn't actually the permit holder. The deliveries will be powered by partners similar to the shopping pickup experience they started in 2018.
And this is the new product offering, which is really working with all of the delivery partners in California, Miyashita told L.A. Weekly. So we can essentially leverage all of that consumer traffic, your research, allow them to place an order for delivery, and we send that order to the delivery provider.
Miyashita went on to note the consumer expectations when helping people get weed delivered is a lot different than when they're looking for a new storefront. Things like how far it is from home are no longer a factor.
You don't care where the delivery provider sits or where their warehouse is, right?? Miyashita said. You just want to know what they can deliver to you. How long does it take? And you have different filters, like how much is the pickup user minimum order? It's those kinds of details. So really building the right experience for consumers around delivery is what we're here to talk about.
We asked Miyashita if there were any concerns about consistency across delivery partners?? She said 100%, but one of the things Leafly has going for it is the consumer reviews. It's easy for them to pick up on which operators to avoid for the project, after years of consumer data on everyone.
And it's our consumers who tell us hey, this is kind of a crappy delivery experience and that manifests in reviews, Miyashita said. And that's something we take into consideration, as we're sorting and providing options.?
Given so much of the California cannabis industry is carrying the same products much of the time these days, the selection process for who's going to bring the weed to your door has a few contributing factors affecting the pick. Two of the biggest are proximity and minimum order size. There also will be some slots reserved for advertisers, to help keep the lights on. But in general, you'll be directed toward the most efficient option catering to your tastes.
Miyashita has faith that consumer opinion will backbone everything, If it's a crappy product because it's been stored in a place that's too hot, you're gonna hear because our consumers tell us. If that delivery company charges too much and that delivery fee is too high, they're not going to pick that. So it's all about surfacing that rich information, so consumers can make smart choices.
Delivery has already launched on Leafly's website.
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