A dispensary review strategy that ranks
Customer reviews are ranking factors AND conversion factors. Here's the complete review strategy for cannabis dispensaries.
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Why Reviews Matter for Cannabis Retail
Reviews function as both ranking factor and conversion factor:
Ranking factor:
Review count, rating, and review velocity influence local pack rankings and organic search.
Conversion factor:
Customers read reviews before buying. Star ratings and review content drive purchase decisions.
For cannabis retail specifically, reviews are trust builders. Cannabis is novel/unfamiliar for many consumers. Reviews from other customers reduce purchase friction.
The Review Collection System
Effective review strategy requires system, not ad-hoc requests.
Automated Email Review Requests
Post-purchase, send email requesting review within 24 hours (after positive experience).
Timing:
Customers are satisfied immediately post-purchase. Strike while satisfaction is high.
Platform:
Integrate with Springbig, Dutchie, or email platform (Klaviyo, etc.)
Content:
Simple, friendly request. Link directly to Google review page.
SMS Review Requests
For customers who opted into SMS, send review request via text.
Timing:
24-48 hours post-purchase
Content:
Brief text with link to review page
In-Store Signage
Physical signage at point of sale requesting reviews.
Timing:
At checkout or on receipt
Content:
QR code linking to review pages
Post-Delivery Review Request
For delivery services, request review immediately upon delivery.
Method:
SMS or email immediately after order fulfilled
Review Platform Strategy
Cannabis dispensaries should focus on:
Google Reviews (Primary)
Google reviews are highest-value for local SEO. Priority #1.
Leafly (Cannabis-Specific)
Leafly is cannabis-specific platform. Consumers search here. Reviews rank.
Weedmaps (Cannabis-Specific)
Weedmaps is cannabis marketplace. Reviews impact visibility.
Trustpilot (Optional)
General review platform. Lower priority for cannabis retail, but builds overall reputation.
Review Content Strategy
Not all reviews are equal. Review content matters.
Desirable review content:
- Specific strain names and product details - Specific effects experienced - Dosage and consumption method - Comparison to other products or dispensaries - Customer experience elements (staff knowledge, cleanliness, speed)
Undesirable review content:
- Generic praise ("great place") - Health claims (may trigger regulatory issues) - Detailed descriptions of effects that seem medically exaggerated
Guiding Review Content
You can't force reviews to say specific things, but you can guide customers toward helpful reviews:
Post-purchase email example:
"Help other customers! Tell us: 1. Which strain did you buy? 2. What effects did you notice? 3. Would you recommend it? 4. Any tips for new customers?"
This guides customers toward detailed, helpful reviews.
Review Velocity as Ranking Factor
Review growth rate (velocity) and recency matter alongside total review count.
Steady velocity:
Signals an active business and customer engagement.
Stagnant velocity:
Signals a stagnant business.
Goal:
Maintain a steady monthly flow of new reviews.
Response Strategy
How you respond to reviews matters.
Positive Review Responses
Thank customers. Mention specific details from review. Invite return. Keep response to 2-3 sentences.
Example: "Thank you for choosing us and for the kind words about the Lavender Kush! We're glad you had a great experience. We look forward to seeing you again soon."
Negative Review Responses
Apologize sincerely. Address specific complaint. Offer resolution. Keep professional. 2-3 sentences.
Example: "We're sorry you had a less-than-expected experience. We take customer service seriously and would like to make it right. Please contact us directly at [phone/email] to discuss this further."
Response practice:
Respond to every review promptly.
Review Monitoring
Track review metrics monthly:
- Total reviews across all platforms
- Rating (average stars)
- Review growth rate
- Response rate
- Top review themes (products, experience, etc.)
Use tool like BrightLocal or Semrush to aggregate across platforms.
Review Generation Campaign Calendar
Month 1: Email system setup, in-store signage Month 2: Launch email + SMS review requests Month 3: Review velocity builds Month 4+: Maintain velocity, respond to all reviews, monitor trends
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Implementation Checklist
- 1Set up automated email review requests (Springbig, Dutchie, or custom email)
- 2Set up SMS review requests (if SMS opt-ins available)
- 3Create in-store signage and receipt QR codes
- 4Establish response protocol (who responds, timing, templates)
- 5Create review monitoring dashboard
- 6Set targets from your current baseline and your local competitors
- 7Track review velocity monthly
- 8Monitor and respond to all reviews promptly
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