SEP 24, 2020 2:00 PM CDT

Bigger is Better: How to Increase Basket Size

Speakers
  • Corporate Entrepreneur
    Biography

      Charlie Cain is a Corporate Entrepreneur with 20+ years’ experience developing and inspiring teams to create iconic brands, engaging customer experiences, and high performing cultures in the e-commerce, foodservice, and cannabis industries. Charlie entered Cannabis in 2015 after serving as VP of Retail Operations, Concept Development, and Franchising for Starbucks. After exploring the industry as a consultant for cannabis leaders including Privateer Holdings, Tilray, and Grodan, Charlie took the helm as CEO of Seattle-based Dockside Cannabis in 2016. Voted Best Pot Shop in Seattle 5 of the last 6 years by the readers of Seattle Weekly, Dockside is the longest-operating Medical and Recreational Retailer in Washington State, with four stores operating around the Seattle area. Charlie re-joined Tilray in 2018 as VP, Global Retail to guide the company’s entry into Adult-Use cannabis. There he recruited subject matter leaders from companies including Amazon, Starbucks, Microsoft, and Uber to design and build a Retail Shared Services organization to efficiently develop and support retail brands through national and international expansion. In addition to leading Tilray’s company-owned retail initiatives, Charlie led Retail M&A activity across North America, conducting extensive market research, due diligence, and investment into public and private firms in the US and Canada.

    • VP Sales, Native Roots
      Biography

        Denise is currently the VP of Sales at Native Roots Cannabis Co., overseeing both the retail and wholesale channels. Prior to Native Roots, Denise led retail for global brands in the natural beauty sector. She has an entrepreneurial mindset with the talent to adapt quickly to changing retail landscapes. Success in retail is elevating the customer experience, inspiring loyalty and developing an effective leadership team. She believes people drive the cannabis industry and effective strategy and communication is key.

      • Co-founder, The People's Dispensary
        Biography

          Rocio Garcia is an Entrepreneur with a community builder compass. She is a motivated and driven leader with over 15 years of marketing, operations, management, sales, strategic planning, innovation and company leadership. Rocio is a leader in strategic product placement, company market penetration and placement of revenue growth plans amongst much more. Rocio has worked for some of the most recognized brands and joined the cannabis industry through working with The People’s Dispensary first as a co-founder for Chicago and then as a strategy advisor and consultant. In her past entrepreneurship journey, she has launched multiple ventures such as The Be! Agency, a marketing, advertising and business consulting agency as well as The Peoples Management a cannabis focused business consulting agency. Rocio is also a civic leader and community builder with her work in non-profits as Vice President of Be! At Community Initiatives a national nonprofit focused on community needs and initiatives.

        • SVP, Retail Marketing and Store Development, Sunnyside
          Biography

            Cris Rivera is the SVP of Retail Marketing and Customer Experience at Cresco Labs.  He oversees operations of the Company's 19+ Sunnyside dispensaries and 500+ retail employees across six states, and is responsible for store development, promotional and assortment strategy, customer experience, marketing and branding, and planning and forecasting. Under Mr. Rivera's leadership, he launched Cresco's retail brand, Sunnyside, evolving traditional dispensaries to modern store environments built on wellness, education and customer service.  In the first half of 2020, he led the opening of four Sunnyside stores in Illinois and rebranding of 14 existing dispensary locations in five states, unifying Cresco Labs' store fleet under one national retail brand.  He also spearheaded the launch of online ordering for adult-use customers and has consistently grown Sunnyside's customer relationships and return rate. Prior to Cresco Labs, he spent nearly 10 years in various senior brand management roles at MillerCoors, where he led brand turnarounds and expansion of America’s favorite beer brands—Coors Light, Miller Lite and Blue Moon.  He spearheaded the repositioning of Miller Lite through a transformation of the brand’s point-of-sale materials from cheap and “sophomoric” to classic and understated, brought back the original white can, and oversaw a marketing campaign presenting Miller Lite as the original light beer and a high-quality choice.  These efforts resulted in the rebound of light beer category sales and one of the most significant brand turnaround stories in the past decade. Ad Age named Mr. Rivera one of top influencers in the media, marketing and technology space in its 2015 Class of Young Influentials, and he was featured in Hispanic Executive for his award-winning multicultural marketing work for Coors Light.  Before joining MillerCoors, Mr. Rivera began his career in consumer packaged goods at PepsiCo, working in innovation, retail marketing and communications for Tropicana Juices. He is a board member for Crowded Learning, an organization that seeks to provide adults with free, crowd-sourced learning resources to help them build skills and position them for new jobs.  He is a former junior board member of the Cabrini Green Legal Aid.  In addition, he has spoken a numerous industry events, including Cannabis Business Times’ 2020 Cannabis Conference, 2020 MJ Unpacked--Midwest and 2020 Green Market Summit. Mr. Rivera graduated from Duke University with a bachelor's degree in Economics and received his MBA from the Tuck School of Business at Dartmouth College.


          Abstract

          This panel of retail executives will discuss how they're adapting to the pandemic and increasing basket size amidst curbside pick-up and delivery. They will also offer recommendations for creating a customer experience that increases sales and encourages return visits. Further, they will discuss the key metrics and tools they use to determine the success of customers' experience.


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