Building a Cannabis Loyalty Program That Appeals to Visitors & Locals Alike

Tourist-heavy cannabis markets face a unique challenge—how to design a loyalty program that satisfies one-time visitors while still delivering consistent value to loyal, local customers. A dispensary that can engage both groups successfully will unlock long-term revenue, brand loyalty, and word-of-mouth exposure in and outside its home city.

A program that works for everyone doesn’t mean a one-size-fits-all strategy. It means building flexible systems, personalized touchpoints, and localized offers that evolve with audience needs.

1. Locals vs. Visitors: Identifying the Customer Journey

Locals usually shop weekly or monthly, often have a preferred product category, and value savings through cumulative rewards. They appreciate consistency and tend to be loyal when treated as insiders.

Visitors, on the other hand, often have just one opportunity to shop. Their purchase behavior leans toward unique experiences, high-potency items, and exclusive souvenirs they can’t find back home. For them, value looks more like limited-time deals and bundled offers than long-term savings.

Dispensaries that understand both customer paths can create a loyalty system that feels welcoming and intentional for everyone.

2. Designing Flexible Rewards That Serve Both Groups

Offering hybrid reward structures can cater to both audiences. Tiered points systems reward local return visits, while fast-track redemptions ensure short-term shoppers still feel valued.

Tourist Perks: Offer immediate-use discounts or single-day VIP benefits. This might include free pre-rolls, discounts on bundles, or access to top-shelf deals with a hotel key or airport promo code.
Local Loyalty: Provide cumulative incentives like extra points per visit, birthday gifts, or early access to new products. Exclusive events for top-tier members build community and deepen retention.

3. Mobile-First Programs Are Essential

Mobile-friendly loyalty platforms are key for engaging both demographics. Tourists rarely want to download another app, so SMS-based signup and redemption options should be front and center. QR codes on menus, receipts, or digital signage speed up the process and reduce friction.

Locals benefit from having a dashboard to monitor point balance, track purchase history, and receive curated offers based on preferences.

Notifications should be geofenced, time-sensitive, and include opt-in personalization to avoid over-saturation and drive meaningful action.

4. Leverage Geo-Promotions and Tourism Channels

Strategic geo-targeting allows dispensaries to connect with visitors and locals where they are. Use data to activate promotions near hotels, music venues, or beaches. Offer rideshare discounts or free gifts with proof of travel.

Local shoppers can receive neighborhood-exclusive discounts, push notifications for flash deals, or early access to restocked products based on visit frequency or zip code.

Partnerships with city visitor bureaus, travel agencies, and event coordinators increase visibility and drive traffic directly to dispensary doors.

5. Connect the Program to the Community

Community-focused rewards add another layer of value. Offer double points on purchases that support local growers, minority-owned brands, or sustainability initiatives.

Organizing loyalty-only educational workshops or tastings appeals to both locals eager to deepen their knowledge and tourists looking for memorable experiences. A cannabis brand that ties rewards to community enrichment helps foster brand affinity beyond transactions.

6. Experiences Matter More Than Discounts

Travelers often choose dispensaries based on the uniqueness of the visit. Think photo ops, branded merchandise, curated gift bags, or terpene-based recommendations that feel custom-made.

Locals want to feel a sense of belonging. Hosting members-only hours, “strain of the month” clubs, or referral bonuses encourages repeat business and advocacy.

Gamified features—like stamp cards, milestone prizes, or mystery rewards—keep both groups engaged while making the program fun.

Conclusion

Dispensaries that wish to thrive must go beyond traditional loyalty thinking. A well-rounded cannabis rewards program doesn’t just deliver savings—it builds relationships. Serving both tourists and locals isn’t about choosing one over the other; it’s about recognizing their different needs and crafting experiences that speak to each.

The dispensaries that can blend convenience, exclusivity, and localized value will lead the pack in both retention and discovery. A loyalty program with the right design isn’t just appreciated—it becomes a reason to return.