From childproof vials to concentrate containers, Marijuana Packaging has smoke shops, collectives, and dispensaries covered when it comes to—wait for it—marijuana packaging supplies. “We’re a pharmaceutical packaging company that used to sell to mom and pop pharmacies, and it turns out people who package marijuana look for the same types of childproof containers that we sell,” says Rick Yuan, Marketing Director at Marijuana Packaging. “The business recognized the opportunity that existed in the marijuana niche and went for it.”
Narvar was clearly better, and it offered us the undeniable opportunity to see more conversions.
Rick Yuan, Marketing Director
Standing out in the ‘Green Rush’ crowd by focusing on post-purchase.
In the industry, they call it the ‘Green Rush’: now that 29 US states and the District of Columbia have legalized the sale of medical marijuana, there’s an ever-growing opportunity to win a lot of new and repeat customers. But that also means there’s a pressing need for retailers to distinguish themselves in a market that’s becoming more and more saturated. As a result, Yuan is always on the lookout for new ways to improve conversion rates and increase revenue.
Yuan discovered one new way by chance, after ordering items from two different retailers in the same week and noticing a similarity in how they both approached order tracking. “I received my tracking information, and the links sent me to a branded user interface instead of a delivery carrier’s page,” said Yuan. “As a marketer, these things catch my attention. I saw that both pages said Powered by Narvar, and I decided to give Narvar a call.”
Yuan realized that by sending traffic to the carrier instead of its own branded tracking experience, Marijuana Packaging was missing out a great opportunity to drive that traffic back to the website and make even more sales. Worse still, because customers could sometimes end up confused about where order shipments were, the customer service team was spending a lot of time answering simple questions about tracking. But with a controllable tracking experience, they didn’t have to.
Rolling out a better customer experience.
A data-driven marketer focused on achieving measurable results, Yuan always looks at how his marketing efforts can and do perform so that he can intelligently plan and execute future campaigns and help the business rise above the competition. In order to understand what’s working well and what’s not, he prefers to invest in digital channels, primarily because they’re trackable. And, as Yuan puts it, “It’s just easier to justify marketing budget when you can show ROI.”
Yuan was excited about the ROI and cost savings that Narvar could deliver. “I got up in front of the executive team, and pulled up the UPS tracking screen and the Narvar tracking page to show a side-by-side comparison of the two experiences,” recalled Yuan. “I said, ‘We can either send people to UPS, or we can send them to our own curated page, which we’d be in control of.’ Narvar was clearly better, and it offered us the undeniable opportunity to see more conversions. We decided to give it a try.”
The icing on the cake was that the implementation process was simple and painless, requiring very little work on Marijuana Packaging’s end. “The only thing we had to do was connect Narvar’s team with our systems,” said Yuan. “After that, it was all set up fairly quickly and we could just let it do its thing.”
I get solicited left and right by marketing services, and I’m skeptical about most of them. But Narvar is one of those once-in-a-while good ones.
Rick Yuan, Marketing Director
A joint effort leads to a big increase in traffic.
Narvar Track allows Marijuana Packaging’s customers to have more visibility into an order’s journey, saving time and money for the business in the form of reduced customer service calls. In addition, the branded page provides an additional touchpoint for Yuan to take advantage of as a marketer. “Narvar helps us re-siphon customers back to our website,” said Yuan. And as a trackable digital channel, Narvar makes it easy to see which assets are performing well so that Yuan can continue doing more of what’s working and change out what isn’t.
With Narvar, the ROI is clear. In fact, Yuan featured one asset that drove so much first-session traffic back to the website, he couldn’t make a case for taking it down. Marijuana Packaging also saves on customer service time, and sees even more results from second and third session traffic. “The results track so well, I’ll be able to justify renewing year after year.”
By investing in Narvar’s tracking experience solution, Marijuana Packaging has seen:
- 640% ROI across the board.
- 20% click-through rate back to Marijuana Packaging’s website from the tracking page.
- 10.2% opt-in rate for order tracking updates via SMS.
- 4.2 tracking page visits per order.
Partnering with Narvar was also a big success for Yuan personally and professionally—he was able to definitively show ROI to his executive team and increase marketing budget, which has made his job a whole lot easier. “Narvar provides us with awesome service,” says Yuan. “I get solicited left and right by marketing services, and I’m skeptical about most of them. But Narvar is one of those once-in-a-while good ones.”