Greater increase in Order Frequency compared to the average dispensary
Y/Y GMV Increase With Dutchie
Y/Y Order Volume Increase on the Dutchie Platform
When CANA Craft opened its first store in 2022, the goal was clear: serve customers with enthusiasm, purpose, and respect for the many ways people connect with cannabis. “We always like to say that cannabis is different for different people, and we want to celebrate that,” said Founder Andre Arzumanyan.
This unwavering commitment to their customers became the foundation for CANA Craft’s rapid growth. In just a few years, they’ve expanded to three thriving stores in Massachusetts, including a flagship in Norton. Year-over-year, CANA Craft has seen sales rapidly increase across all three locations, fueled by a deep investment in customer relationships and the right technology foundation.
“We love our customers,” said Andre. “We’re just focused on serving one customer at a time; we try to anticipate their needs and surprise and delight them.”
From day one, CANA Craft knew technology would play a central role in its growth. Before opening, the team evaluated many different vendors in the cannabis space. “We went deep on all the vendors,” Andre said. “It was clear that Dutchie is the market leader in cannabis technology and the innovation engine Dutchie operates would serve us well into the future.”
Equally important was Dutchie’s unified approach. “A single, native system is easier to administer,” Andre said. “The quality of each product and feature is better because they’re built together. With Dutchie, we knew we’d have one login, one back office, and one unified source of truth.”
That foundation has helped CANA Craft open new stores, add new capabilities, and maintain consistency across every customer touchpoint.
By early 2025, CANA Craft was operating three high-performing stores and wanted to build stronger, more measurable connections with its growing customer base. To make that possible, CANA Craft introduced Dutchie Loyalty & Marketing Pro in February 2025.
As the business scaled, understanding real marketing impact became essential. “You cannot pay your mortgage with clicks,” Andre explained. “We needed to know what our marketing was actually driving in terms of dollars, not just opens or impressions.”
Segmentation was the first unlock. Before Dutchie, every customer received the same message. Now the team can tailor communication based on category preferences, purchase history, and behavior. “You don’t need to be a marketing PhD,” Andre said. “Dutchie makes sophisticated strategy accessible.” With that visibility, CANA Craft speaks to each audience in a relevant, personal way.
Workflows then took that strategy from manual to automatic, making repeat customer engagement simple with targeted ‘set it and forget it' campaigns. “This is the holy grail of one-to-one marketing,” Andre said. “It’s not something we could have done before. Now we can actually drive repeat behavior.” The team saw that half of new customers never returned after their first visit, so they built an automated series that delivers incentives for second, third, and fifth visits. What once required time and staff effort now runs quietly in the background, bringing customers back again and again.
Andre describes workflows as more than automation. “A simple, elegant mechanism that unlocks a world of robust and complex engagement,” he said. “It’s only limited by your creativity and sophistication as a marketer.”
Other engagement tactics became effortless too. Birthday rewards that were once impossible now go out automatically. A tiered loyalty program, Silver, Gold, and Black, recognizes and rewards top customers with higher loyalty accrual rates. “The more you spend, the more you get back,” Andre explained. Each initiative builds toward the same goal: make every customer feel recognized, valued, and eager to return.
Finally, the branded mobile app gave CANA Craft another powerful signal of loyalty. “The threshold for downloading an app is high today,” Andre said. “We view it as a strong signal of brand affinity. These are our champions.” Customers who download the app stay connected across every channel, deepening the relationship that drives lifetime value.
The changes weren’t just felt by customers. In-store teams saw fewer errors and smoother redemptions. Regional Director Luke Costa described the difference: “The less things humans have to do over and over again, the less chance of human error. Now, guests show us the email on their phones. When that code works, it’s a good experience for the guest. We just don’t hear complaints like we used to.”
By consolidating into Dutchie, staff no longer needed to recreate campaigns across multiple tools. Workflows could be duplicated instead of rebuilt, discounts applied cleanly, and customers could finally enjoy promotions that worked exactly as promised.
As CANA Craft has continued to be customer centric and expanded their tech stack with Dutchie, the company has continued to see rapid, consistent growth across all locations. In fact, between great customer service and the addition of Dutchie’s Loyalty & Marketing Pro, CANA Craft increased GMV by 94% from September of 2024 to September of 2025.
Dutchie’s unified loyalty and marketing system helped the team sustain that growth by turning marketing data into repeat visits and measurable revenue. Andre explained it this way:
“What we never had before [Dutchie] was visibility into the true financial impact of our campaigns. Now we can clearly see the return on our marketing investment.”
Automated win-back and post-purchase workflows drove more frequent visits, while segmentation and loyalty rewards strengthened retention across the customer base. By investing in their loyalty program and continuing to be highly customer focused, CANA Craft was able to sign up virtually their entire consumer base, with more than 95% of purchases now coming from loyalty program members both online and in-store. CANA Craft’s strong customer loyalty strategy resulted in Order Frequency increasing 11% more than the average dispensary, while bucking the trend of Average Order Value (AOV) compression market wide by keeping their AOV essentially unchanged.
Andre credits the system with helping transform growth from expansion into true customer value. “Between the marketing enablements and the loyalty engine, we’re seeing customers come in more often than they used to,” he said. “That’s the point at the end of the day, retaining and nurturing the customers you already have.”
Beyond technology, Andre emphasized the importance of CANA Craft’s relationship with Dutchie.
“It has been really humbling to get the level of attention we’ve gotten. Our experience has been nothing short of extraordinary. Usually with a company your size, you’re just a number. With Dutchie, we’ve had direct access to product leadership, account management, and early features that actually shaped how we operate.”
He also highlighted the pace of Dutchie’s innovation and how it allows CANA Craft to say ahead of the curve in a constantly evolving market:
“The team’s ability to innovate and move quickly to add key functionality... it feels like every couple of weeks something new comes out that we’re excited to try. That wouldn’t be possible without a unified solution.”
What does it all mean? CANA Craft is combining Dutchie’s future-forward tools with a relentless attention to consumer service that has led to continued growth in a difficult market.
CANA Craft continues to expand its use of workflows, exploring more sophisticated campaigns and templates. The loyalty tiers will continue to grow in complexity, and the branded mobile app will deepen relationships with the most committed customers.
For Andre, the direction is clear:
“Dutchie gives us a unified system across every touchpoint, and that’s how we’ll keep growing”
Ready to see how CANA Craft achieved such remarkable results? Schedule a demo with Dutchie today.
