Strain Education: From Terpenes to Effects - Guiding Customers to the Right Choice
Sell your top margin products and slow moving inventory faster by educating your budtenders and staff on these products. It's important to ensure your staff compliment your digital signage to build a holistic sales strategy in your dispensary that keeps your business booming. In a difficult market full of multiple shifts and the ultimate challenge of swaying public opinion, education is the solution to keep your customers’ trust and build a business people love. When we know 17% of customers will spend more with companies that deliver great customer experience, building product knowledge for dispensary staff becomes an amazing tool to give clients the information they need to purchase more.
Cannabis Strains and the Effect They Have
Cannabis strains can better be understood as different variants in the cannabis plant that each have a unique effect, flavour, and aroma. These are typically categorised into the following three main categories:
Indica: Known for its calming and sedative effects, Indica strains are often recommended for relaxation, stress relief, and sleep.
Sativa: These strains provide an uplifting and energizing effect, making them ideal for focus, creativity, and socializing.
Hybrid: A mix of Indica and Sativa genetics, hybrid strains offer a balanced experience, depending on the dominant strain traits.
The effects of a cannabis strain are influenced by several factors, including its cannabinoid content, terpene profile, and genetics. Here’s how each of these work:
Cannabinoids: The two primary cannabinoids—THC (tetrahydrocannabinol) and CBD (cannabidiol)—affect how a strain feels. THC is responsible for psychoactive effects, while CBD is non-intoxicating and often used for therapeutic benefits.
Terpenes: These aromatic compounds contribute to a strain’s flavor and effects. For example, myrcene is known for its relaxing properties, while limonene provides an uplifting, citrusy boost.
Genetics: Indica-dominant strains tend to produce relaxing effects, while Sativa-dominant strains are more energizing. Hybrids blend characteristics from both types.
Let’s break down cannabinoids and terpenes to get a better picture of how cannabis products produce the “high” customers seek when they walk in your door.
What Are Cannabinoids and Terpenes?
Cannabinoids are naturally produced in the body as part of the endocannabinoid system, which helps regulate functions like mood, pain, and appetite. When a person consumes cannabis, the cannabinoids found within it interact with the body’s endocannabinoid system, enhancing or altering its effects, leading to therapeutic or psychoactive outcomes.
As consumers become more aware of their cannabis product choices, knowledge of terpenes empowers them to make informed purchase decisions, leading to increased basket sizes and customer retention. Recent research suggests terpenes are also responsible for shaping the overall cannabis experience by playing an important role in the therapeutic effects of cannabinoids rather than just the flavour and smell of the cannabis.
The synergy between cannabinoids, terpenes, and other compounds in cannabis products is known as the “entourage effect.” You can think of the entourage effect as the “high” a person experiences as a result of cannabis products. It is important to understand how different parts of your products can result in different experiences for your customers. Most people walk into dispensaries seeking a specific experience such as “something to help me focus,” or “something to help me relax.” The more seasoned cannabis consumers will have tried enough products to understand what works for them and say things such as, “I want the blue dream pre-rolls because they help me chill.” When you understand the experience a customer is after it is easy to offer similar or complimenting products ultimately influencing their choice.
Common Cannabis Terpenes and Their Profiles
Several major terpenes are consistently found in cannabis products, each with its own distinct aroma, flavor, and potential effects. When you understand and know these it becomes easier to suggest products to your customers as you dive deeper than simply cannabinoid or strain selections. It’s important to note terpenes aren’t exclusive to cannabis and can be found in other plants as well. Let’s take a closer look at some common ones.
Myrcene
Main Aroma: Earthy, musky, clove-like
Flavor Notes: Fruity undertones
Potential Effects: Relaxing, sedative, potential pain relief, may enhance THC absorption
Also Found In: Mangoes, hops, lemongrass, thyme
Limonene
Main Aroma: Bright, citrusy
Flavor Notes: Lemon, orange, grapefruit
Potential Effects: Uplifting, mood-elevating, stress relief, antifungal, antibacterial
Also Found In: Citrus peels, juniper, peppermint
Pinene
Main Aroma: Piney, fresh, herbal
Potential Effects: Alertness, memory retention, anti-inflammatory, bronchodilator
Also Found In: Pine needles, rosemary, basil, dill
Linalool
Main Aroma: Floral, lavender-like
Potential Effects: Calming, relaxing, stress relief, analgesic, anti-inflammatory, sleep aid
Also Found In: Lavender, basil, bergamot
Beta-Caryophyllene
Main Aroma: Spicy, peppery, woody
Potential Effects: Anti-inflammatory, analgesic, potential benefits for anxiety and depression, interacts with CB2 receptors
Also Found In: Black pepper, cloves, cinnamon
Humulene
Main Aroma: Woody, earthy, hoppy
Flavor Notes: Spicy, herbal
Potential Effects: Anti-inflammatory, appetite suppressant, potential anti-cancer properties
Also Found In: Hops, sage, ginseng
Terpinolene
Main Aroma: Fresh, herbal, floral
Flavor Notes: Hints of wood, citrus, pine
Potential Effects: Uplifting, energizing, antioxidant, antibacterial
Also Found In: Nutmeg, tea tree, apples
Ocimene
Main Aroma: Sweet, herbal, woody
Flavor Notes: Floral, fruity, mango, citrus
Potential Effects: Energizing, expectorant, antifungal, antiviral
Also Found In: Mangoes, basil, bergamot
You can take this information and turn it into flashcards to study and keep on hand to train yourself and your staff for better customer service. Turn it into a quiz game and watch your staff becomes the local cannabis expert customer rely on.
Questions to Discover the Experience a Customer Seeks
Once you understand what shapes a “high” you can tailor your suggestions to better meet customer needs. Here are some questions to ask your them before suggesting products:
What kind of high are you looking for?
What do you want to use cannabis for?
How do you prefer to consume cannabis?
These questions open up the conversation for discovery but they don’t have to be limited to your budtenders. Use this breakdown to tailor your Menu TVs by creating special experience focused menus that pull products from your inventory such as “Relax and Unwind” or “On The Go.” These choices can help consumers feel as if their needs are being met by your dispensary and in turn cause them to become ambassadors of your store. This is important because we know that 88% of customers trust word of mouth over other forms of marketing.
Matching Cannabis Strains to Specific Needs
To help you educate your customers, here’s a guide to popular cannabis strains available in Canada and the USA, categorized by effect:
Questions
How Digital Signage Helps Dispensaries Educate Customers?
Customers today are more informed than ever, and they seek detailed information on cannabis strains before making a purchase to ensure they are getting from it the experience they want. Traditional signage or printed menus often become outdated quickly, leading to missed opportunities as products sell out and prices change. Budvue’s digital signage solutions solve this problem by allowing you to:
Showcase strain effects and benefits in a visually engaging way
Highlight featured strains and promotions in real-time
Automate special menus to cater to customer needs
How do I know which strain is right for my customer?
Choosing the right strain depends on their desired effects which means you’ll have to do a bit of digging. Ask plenty of questions to get a picture of what their experience, preference, and desired “high” is before suggesting anything.
Example: If they need relaxation, an Indica strain like Northern Lights might be ideal. If they're looking for energy and focus, a Sativa strain like Green Crack could be better. For a balanced effect, Hybrid strains such as Blue Dream offer a mix of both worlds.
Are there differences in strains between Canada and the U.S.?
Yes, while many strains are available in both countries, regulations and cultivation practices can differ resulting in some differences. Canada has a highly regulated cannabis industry with strict Health Canada oversight, while the U.S. has a state-by-state system where strain availability and potency may vary. However, popular strains like Blue Dream, OG Kush, and Sour Diesel are commonly found in both markets.
Conclusion
Educating your staff and integrating digital signage into your dispensary's sales strategy is the key to driving revenue, moving slow inventory, and delivering a superior customer experience. By understanding how cannabinoids, terpenes, and strain effects influence a consumer’s journey, your team can provide tailored recommendations that increase both customer satisfaction and purchase size. A knowledgeable staff, combined with engaging digital signage, creates a seamless, interactive shopping experience that keeps customers returning. Stay ahead in the competitive cannabis market by investing in education and technology—because an informed customer is a loyal customer.
Looking to enhance your dispensary’s digital signage? Book a demo today to learn how our innovative solutions can boost engagement and sales.