Cannabis dispensary rewards programs are a tempting offer—points for purchases, discounts on your favorite products, birthday perks, and exclusive deals. But behind the scenes, these incentives often come with a trade-off: your personal data. When signing up for loyalty programs in the cannabis industry, many consumers overlook what happens to their information after that first swipe or email submission.
So, what exactly are you handing over—and what are companies doing with it?
The Data You Provide
Most dispensary rewards programs begin with basic sign-up information:
- Full name
- Email address
- Phone number
- Date of birth
- Zip code or full address
- Medical cannabis card details (if applicable)
In some cases, dispensaries also request identification, such as a driver’s license, to verify age or medical eligibility. This data is then stored—often indefinitely—in customer relationship management (CRM) software.
But your input doesn’t stop there.
Every time you check in at a dispensary, make a purchase, or redeem a deal, you’re creating behavioral data. This includes what strains or products you buy, how often you shop, how much you spend, and what time of day you tend to visit. Over time, this builds a rich consumer profile.
How Dispensaries Use Your Information
Dispensaries use customer data primarily to:
- Personalize promotional offers
- Track customer spending habits
- Segment customers by preferences or loyalty status
- Send targeted SMS/email marketing
- Forecast inventory needs
- Improve in-store experiences
Many retailers work with third-party rewards or CRM platforms such as Springbig, Alpine IQ, or Jane to manage this data. These platforms may also use AI-driven tools to segment and predict customer behavior.
For example, if you frequently buy edibles on weekends, the system might push you a Friday deal on your favorite brand via text message. This kind of personalization is a key reason cannabis brands are investing heavily in loyalty tech.
Who Else Sees Your Data?
This is where things get blurry.
While dispensaries are required to follow state-specific privacy rules—some of which are strict in places like California under the California Consumer Privacy Act (CCPA)—they’re also able to share anonymized or aggregated data with marketing partners, analytics firms, or even other cannabis businesses.
Some platforms may also use collected data to fuel broader insights about regional buying habits, product performance, or demographic shifts. While your name might not be attached, your preferences and behaviors become part of a much larger dataset.
If the rewards platform provider gets acquired or merges with another company, your data may change hands, often outlined in the fine print of privacy policies.
Can You Opt Out or Delete Your Data?
In some states, yes. The CCPA, for example, gives residents the right to:
- Know what data is collected
- Request data deletion
- Opt out of data sale or sharing
Other states like Colorado, Virginia, and Connecticut have similar privacy laws. Unfortunately, in states without these protections, consumers have fewer rights over their cannabis-related data.
Regardless of location, you can usually unsubscribe from SMS and email marketing by following the prompts. However, unsubscribing doesn’t necessarily delete your data from backend systems.
Proceeding with Caution
Signing up for a rewards program can be a smart way to save money—but it’s also a decision to share personal information in a highly regulated and sometimes stigmatized industry. Before enrolling, read the dispensary’s privacy policy and look for key terms like “data sharing,” “third-party access,” and “retention.”
If privacy matters to you, ask these questions:
- Who handles my data?
- Is it sold or shared?
- Can I delete my account and associated info?
Cannabis rewards programs aren’t inherently risky, but consumers should know what they’re opting into. Like any transaction involving personal data, transparency and trust should be part of the deal.