High turnover rates among budtenders continue to plague the cannabis retail sector, a problem that has ramifications for the industry beyond just the immediate costs.
Budtenders are the first point of contact for consumer education and are often the best bet a marijuana brand has for getting the word out about a product.
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Cultivators and brands spend sizable portions of their budget sending their sales reps to stores to educate budtenders about their products, only to have them leave shorty after.
“That’s a million-dollar battle right there. … You build relationships with budtenders and people that are on the frontline to the consumer and then, next thing you know, they’ve turned,” said Chris Morsette, president of Redding, California-based cultivator Ember Valley.
A recent report from Seattle-based data analytics company Headset found that in both the U.S. and Canada, 55% of budtenders who worked at any point over the
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