This FAQ defines a behavior-based CRM structure for cannabis retailers using purchase history, consent status, lifecycle triggers, and retention metrics.

What is the CRM objective?

The goal is to get more customers back for a second order, time replenishment reminders well, and reactivate people who have lapsed, instead of blasting everyone with the same promo. Collecting consent is just the intake step. The value comes from what you do after that: segmentation, triggered flows, suppression logic, and measurement.

What customer data is required?

The customer profile should connect consent status with purchase history and preference signals:

customer_id
email_opt_in
sms_opt_in
preferred_store_id
first_order_at
last_order_at
order_count
lifetime_revenue
average_order_value
dominant_category
average_discount_rate
medical_or_adult_use_flag
last_product_ids
last_brand_ids

Which behavioral segments should be created?

Useful segments are based on order behavior and category preference:

  • New customers. Zero or one completed order.
  • Second-order prospects. One completed order and no second order within the target window.
  • High-frequency loyalists. Eight or more orders in the last 90 days.
  • Category specialists. Three or more orders with 70 percent or more of spend in one category.
  • Deal-driven shoppers. Average discount rate above the configured threshold.
  • Lapsed high-value customers. No order in 60 or more days and historical AOV above store average.
  • Program-specific customers. Medical or adult-use grouping where the operating program and consent rules support it.

Which lifecycle flows should exist first?

Start with flows that have clear triggers and measurable outcomes:

  • Welcome flow. Triggered by first completed order. Measures second-order conversion and days to second order.
  • Replenishment flow. Triggered by repeatable products such as gummies, tinctures, and cartridges. Uses expected consumption window.
  • Winback flow. Triggered by lapse threshold and historical value. Measures reactivation rate and margin after incentive.
  • Category-new-arrival flow. Triggered by new inventory in a customer's dominant category or brand.
  • Post-purchase education flow. Triggered by category and product type. Suppressed for customers who opted out or recently purchased again.

How should replenishment timing be calculated?

Use product quantity, form factor, customer purchase interval, and category norms. The first version can use a simple table by category and product size, then improve with customer-specific intervals after enough order history exists.

expected_reorder_date = purchase_date + category_replenishment_days
send_at = expected_reorder_date - reminder_lead_days

What suppression rules are required?

Suppress a customer when any of these apply:

  • They opted out.
  • They just purchased.
  • They already got a message inside the frequency cap.
  • They are in a restricted program state.
  • They lack consent for the channel.

Review channel rules against current carrier, platform, and legal requirements before launch.

Which metrics should be reported?

Report these:

  • Second-order conversion and median days to second order
  • Repeat purchase rate
  • Email-driven revenue and owned-channel revenue share
  • Unsubscribe rate
  • Winback reactivation rate and replenishment conversion rate
  • Margin after discount and revenue per recipient

Give every flow a control group or holdout where the platform supports it.

What is the technical implementation rule?

Do not send a campaign off a raw list. Send from a segment definition with a trigger behind it, a suppression rule, and a plan for how you will measure it. Without purchase history and lifecycle logic attached, a CRM record is just a contact file.