How to Master Multi-Channel Cannabis Retail: Lessons from the Michigan CRA Education Session

Managing a cannabis dispensary today means more than stocking shelves and ringing up customers. From in-store to delivery, kiosks to e-commerce, today’s operators face the challenge—and opportunity—of managing multiple sales and fulfillment channels at once.

At a recent education session hosted by Michigan’s Cannabis Regulatory Agency (CRA), Meadow’s Max Esdale and Ryan Bush broke down how to approach multi-channel cannabis retail with intention, compliance, and efficiency.

Whether you're just getting started or looking to scale your operations, their insights offer actionable strategies for streamlining inventory, enhancing customer experience, and marketing each sales channel effectively.

👇 Watch the full session below to hear the complete conversation:

Key Takeaways & Quick Clips from the Michigan CRA Webinar:

Let’s break down the main points from the session, from Cannabis Retail Strategy, Inventory Management, to Marketing Best Practices.

🌐 Understanding Multi-Channel Cannabis Retail

What is Multi-Channel Retail?

Multi-channel—or omni-channel—retail means offering customers multiple ways to browse, shop, and receive their cannabis products. This can include in-store experiences, online ordering, delivery services, curbside pickup, self-serve kiosks, and even fulfillment through adjacent lounges or remote ordering stations.

Why It Matters:

• Offering multiple shopping options can significantly increase your order volume and improve average order size by meeting customers wherever they are.
• A flexible, multi-channel approach helps build stronger customer engagement and loyalty by creating more convenient and personalized shopping experiences.
• Expanding your sales channels adds operational complexity, which requires intentional planning, clear processes, and strong systems to manage effectively and compliantly.

🛍️ Popular Dispensary Sales Channels & Setting Up Your Shop to Support Them

Today’s cannabis consumers expect options when it comes to how they shop—whether in-store, online, or on the go. Supporting multiple sales channels can increase revenue and reach, but it also requires thoughtful design of your retail operation.

Sales Channels to Consider:

• In-store: The classic experience—customers browse and buy with the help of a budtender.
• Self-serve kiosks: Useful on-site or at nearby locations like lounges, hotels, or events.
• Online ordering: Menus on your website or platforms like Weedmaps let customers shop anytime.
• Phone orders: Still popular for customers who prefer a human touch or want to confirm details.
• Pickup & delivery: Options include in-store pickup, curbside, or even drive-thru where allowed.

Designing for Efficiency and Compliance:

Your physical space and staffing should align with the order types you offer. For example:

• A cashier model works well for small teams—one budtender handles the full transaction.
• A fulfillment model (like fast food) separates ordering from packing and cash handling, improving control and accountability.
• A floating budtender model (like Apple) allows for high-touch service while backend staff fulfill orders.

No matter the setup, clear roles, staff training, and strong SOPs are key to managing complexity as you expand your retail channels.

📣 Marketing Your Sales Channels and Reaching the Right Customers

Once your sales channels are set up, the next step is making sure your customers know about them—and use them.

Keep It Clear and Consistent:

• Make all order options visible across your website, store, and receipts.
• Use simple, consistent messaging so customers don’t have to guess how to shop with you.

Tools That Work:

• Website: Your digital storefront—make it clean, mobile-friendly, and fast.
• QR Codes & Signage: Great for in-store or lounge visibility.
• Texts & Emails: Keep it compliant, and focus on rewards and promos.
• Weedmaps & Leafly: Good for discovery, but costly—use them wisely.
• Receipts & Bag Stuffers: Slip in promo codes or highlight other ways to order.
• Billboards, Flyers & Radio: Target locals, especially if you offer pickup or drive-thru.

Promos That Drive Action:

Encourage customers to try new channels (like ordering online or curbside) with small discounts or loyalty perks.

🎯 Know Your Audience

Not every cannabis shopper is the same—and your marketing shouldn’t be either.

• Deal Seekers: Promo-heavy pages and SEO around discounts can bring them in.
• Canna-Moms, Seniors, and First-Timers: Tailored landing pages or blog content can build trust and relevance.
• Brand Loyalists: Create content around specific product lines that already have strong awareness.

Watch Your Numbers:

• Track your CAC (Customer Acquisition Cost) and LTV (Lifetime Value).
• Sometimes it’s cheaper and smarter to re-engage an old customer than acquire a new one.

🗃️ Preventing Loss and Improving Inventory Accuracy

Managing inventory across multiple channels is one of the hardest parts of running a compliant, efficient shop—and mistakes can get expensive fast.

Common Pitfalls:

• Relying on a single shared inventory room without separation or tracking.
• Letting staff grab products on the fly with no documentation or oversight.

Best Practices That Work:

• Separate inventory by channel—keep delivery and in-store product distinct.
• Designate clear areas for receiving, processing, and packing.
• Assign ownership—use inventory kits and access controls so you always know who’s responsible.
• Don’t mix new deliveries with product that’s ready to sell.

Stay on Top of Your Counts:

• Do full cycle counts monthly or quarterly.
• Run frequent spot checks on high-risk products or shelves—random audits keep everyone honest.

Build in Accountability:

• Separate staff handling cash from those handling inventory.
• Use roles and SOPs that minimize crossover and create clear lines of responsibility.

The tighter your inventory controls, the fewer headaches down the line—and the easier it is to grow.

🧪 How to Test, Track, and Optimize Your Cannabis Dispensary Marketing

The best marketing strategies come from testing, not guessing. Track your performance, run small experiments, and adjust based on what works.

Track the Right Metrics: Monitor ad spend, order sources, conversion rates, and average order value to see which channels are delivering results.

Start Small: Test different messages, creatives, or timing with clear goals in mind. Even simple changes can lead to big improvements.

Optimize and Repeat: Invest more in what performs well, and cut back on what doesn’t. Keep refining your approach to get the most out of your marketing budget.

🌲 Final Thoughts: Growing Smarter in Michigan

Running a multi-channel cannabis dispensary takes more than great products—it takes systems, strategy, and the right tools to tie it all together. From choosing your sales channels to managing inventory and tracking marketing results, every decision affects your efficiency, compliance, and bottom line.

That’s where Meadow comes in. We’ve supported Michigan operators with purpose-built cannabis software that makes complex workflows feel simple.

Whether you're launching delivery, fine-tuning inventory processes, or scaling your storefront, Meadow’s all-in-one platform helps you do it with confidence.

Want to see how it works? 👉 Book a demo with Meadow or call us now to explore how we can support your success in Michigan and beyond.

Continue reading on the Meadow Blog:

• How to Build a Seamless Cannabis Ecommerce Experience
• Announcing “Deli Style” Pricing for Michigan Dispensaries, The Latest Addition to Meadow’s Cannabis POS
• How to Start a Cannabis Delivery Service in Michigan