Ohio Inches Closer to the Launch of Adult Use Sales

Ohio is the 24th state to legalize adult use cannabis sales with the vote of 57-43 percent for the initiative in the November 2023 election. Now, nearly 7 months down the line, we are excited that initial applications for Ohio Adult Use licenses are open for existing medical operators in the state and provisional licenses will be issued by September 7, 2024 (but hopefully sooner!). So, how can operators ensure that they start off on the right foot?

What should Ohio operators expect?

The transition from medical to adult-use brings new opportunities, challenges, and will undoubtedly reshape the market landscape. If Ohio is anything like Maryland, operators should expect an increase in consumer demand, changes in regulatory requirements, and increased competition. Understanding these dynamics is crucial for effectively adapting business strategies.

How can Ohio operators prepare for adult use sales?

Preparation is crucial to capitalize on the opportunities presented by adult use cannabis sales. Here are some actionable strategies that you should consider.

1. Adjust Inventory and Product Mix: Ensure your inventory reflects the preferences of the adult use market. Consider expanding your product range to include popular recreational products. Don’t forget to stay on top of permitted forms of cannabis products, regulations, and compliance requirements before you invest in new product-lines!
   
   Pro tip: Be aware of potential price changes that come along with the change to Adult Use. For example, in markets that have recently transitioned to adult use, LeafLink saw bulk flower prices increase by ~3x in Missouri, ~2x in Maryland. 
   
   
2. Marketing Strategy: Develop a robust marketing strategy that targets both B2B customers as well as the end consumer (medical and adult use). Use data-driven insights to personalize marketing efforts and enhance engagement and drive customer loyalty. Not familiar with how these customer differ? Check out our blog post “Understanding Medical vs Adult Use Cannabis Consumers“.
   
   Pro tip: Take advantage of FREE resources, like Crash Course in Cannabis Advertising to read-up on cannabis marketing best practices before you make any big investments.
   
   
3. Customer Loyalty: Driving loyalty with adult use consumers involves a multifaceted approach. Maintaining a strong online presence and active engagement on social media helps build a community around your brand, fostering a sense of belonging and brand loyalty. Lastly, exceptional customer service plays a crucial role. Training staff to provide knowledgeable and friendly assistance enhances the overall consumer experience, making them more likely to return and recommend your dispensary to others.
   
   Pro tip: Whether you’re a new operator or new to adult use, check out LeafLink’s Retailer Academy to gain a comprehensive understanding of the key factors that contribute to a successful retail operation.
   
   
4. Training, Compliance and Education: Equip your staff with the knowledge and skills to cater to a broader customer base. Training should cover product knowledge, customer service, and regulatory compliance.
   
   Pro Tip: Transparent communication with consumers about legal aspects is also essential. Stay on top of Ohio’s regulatory changes and educate your team on compliance requirements. 
   

What is the implication to Ohio’s neighboring markets?

The legalization of Ohio adult use sales is sure to have ripple effects on neighboring states and markets. OH borders 3 Medical only states (PA, WV, and KY), 1 Adult Use market (MI) and 1 non-legal market (IN). Operators in Ohio as well as neighboring states (where legal) should be aware of these implications to strategize effectively.

1. Cross-Border Consumer Influx: Consumers from neighboring states where adult-use cannabis is not yet legal may cross the boarder to consume. Operators near the Indiana boarder especially should be aware of this.
   
   
2. Regional Competition: Conversely, Ohioans who may have traveled out of the state previously may be more likely to shop locally.  Staying competitive will require continuous innovation and exceptional customer experiences.

How can LeafLink help?

At LeafLink, we strive to propel cannabis commerce forward through technology. To navigate the upcoming changes to adult use sales and make sure you stay on top of the game, check out these FREE resources: