Product Purchase Behavior

About this Dashboard
 

What Is It?

Every customer who visits your store has a unique "cannabis wallet," representing the amount they spend on cannabis products. This wallet varies by age and gender. Use the tiles on this dashboard to gain insights into how different customer groups allocate their spending within this wallet and which product categories, brands, or segments are most significant to each demographic.
 

Why Would You Want This?

This dashboard helps you understand who is purchasing which products. It breaks down spending patterns among different demographics, including categories, brands, or vendors. Utilize this information to shape your promotional strategies and gain insights into the variations in purchase behavior across gender and generational cohorts.
 

Customer Data Availability

These top-level metrics provide an overview of the amount of data that the following visuals are derived from.

Note: If you observe any discrepancies between the customer data you believe you're capturing and what these metrics are displaying, please reach out to our support team via the chat bubble in the bottom right corner of the screen.


 

Sales Split by Gender

This visualization illustrates the percentage of purchases made by males and females within specific categories. When considering tailored promotions for these cohorts, these visuals highlight distinct differences in purchasing behavior. For instance, Concentrates are predominantly purchased by males, whereas Capsules are primarily purchased by females.

Sales Split by Generation

Here, we can observe the distribution of purchases among different age groups to identify which generation is predominantly buying which categories. While some categories have relatively even distribution, there is a notable concentration of purchases in the 66+ age group for Capsules. Given this data, one might consider launching a female-specific marketing campaign to boost capsule sales.

Fair Share of Sales

This table summarizes the insights from other visuals in this dashboard. It indicates the percentage of a consumer's cannabis wallet allocated to each category. Let's assume that each customer entering your store has a $100 wallet. We want to understand what percentage of that $100 is spent on each category by males and females. The index value will change colors based on whether the category is more favored by females or males (an index above 100 indicates that females allocate a higher percentage of their wallet to that category, while anything below 100 means males allocate more).
 

In this example, females spend approximately 9.4% of their wallets on capsules, whereas males allocate only about 0.2%. Using this information can help determine the right price point for promotions.

Index of Sales by Age Group

Similarly, below, we can see the wallet share for different age groups. In the example below, we're analyzing two age groups. When looking at each age group individually, an index above 100 indicates that individuals in that age group are more likely to spend more on that category compared to other age groups.