Recently, the team at Dutchie sat down with Devin Pruitt at Pecos Valley Production on the occasion of Pecos Valley Production’s 1-year anniversary of their move to utilizing the full suite of Dutchie products - POS, ecommerce, and payments.
“Thanks to short check-in times, seamless transaction experiences, and the ability for most if not all of our software partners to integrate with the Dutchie full suite system, Pecos Valley Productions has observed a significant increase in sales,” Pruitt explained, “Additionally, we now have a better understanding of our target market, thanks to the reports available in Dutchie. Moreover, the system provides us with full control over our data, which has proven to be invaluable.”
Watch the full Customer Spotlight interview with Devin Pruitt from Pecos Valley Production:
The rapidly-growing, vertically integrated cannabis company is thriving, with a footprint of 23 retail locations in New Mexico.
Pecos Valley has undergone a remarkable transformation since Dutchie’s last conversation with Pruitt in February. Read: Pecos Valley Production increases AOV by 20% with Dutchie Pay
Back then, they had seventeen locations and operated across six different technology platforms. Today, Pecos Valley Production boasts twenty-three locations and utilizes Dutchie’s all-in-one technology platform. This rooftop expansion highlights their commitment to becoming a major player in New Mexico's burgeoning cannabis industry.
“Throughout our growth, the team at Dutchie has been exceptionally supportive by conducting weekly meetings to review updates prior to our go-live date. They’ve also provided guidance on the necessary settings to be configured based on the specific location and assisted us in identifying any features within Dutchie that would be beneficial to our business. Their assistance has proved to be invaluable in our journey towards success.” - Devin Pruitt, Pecos Valley Production
New Mexico has witnessed a dramatic shift in its cannabis market, especially since legalization in April 2022. Pruitt, who has been part of the industry for three years, described the remarkable transformation from a medical-only market to the vibrant and rapidly evolving space it is today.
One of the most striking statistics Devin shared was an 85% increase in sales within just one year, a testament to the growing popularity of cannabis among New Mexican consumers.
In addition to the growth, Pruitt noted that consumers are becoming more sophisticated, evolving from novices to experienced shoppers who seek in-depth product knowledge and online representation before making purchases.
As the cannabis market matures, so do consumer expectations. Pecos Valley Production recognizes the need to meet these expectations and set the bar high for the industry, according to Pruitt. They have taken steps to enhance the consumer experience, focusing on education, streamlined operations, and technological advancements.
Pecos Valley Productions's success story highlights their ability to blend traditional retail, ecommerce, and cannabis retail practices seamlessly. By embracing technology and focusing on customer education, they have created an exceptional shopping experience for consumers, resulting in an impressive 52.6% retention rate. Of importance to Pecos was streamlining processes between ecommerce and in-store point of sale.
“Initially, Pecos had only planned to adopt a new e-commerce menu. However, upon realizing the amount of redundant tasks that could be eliminated for staff by combining Dutchie's online menu with its POS, it became an easy decision to move to the Dutchie full-suite service. Since consolidating everything in one place, managing training has become easier and we have seen a significant decrease in errors on orders.” - Devin Pruitt
Pruitt shared valuable advice for emerging cannabis operators based on his experience with Pecos Valley. He emphasized the importance of trusting industry experts, leveraging platforms like LinkedIn for networking, and collaborating within the cannabis community. Building these connections can help new entrants navigate the complex landscape and ensure their growth and success.
Pecos Valley Production's journey from a medical-only market to a rapidly expanding, fully integrated cannabis company in New Mexico serves as an inspiring example for the industry. Their commitment to education, customer experience, and operational excellence positions them as leaders in the evolving cannabis market.
As the cannabis industry continues to evolve, Pecos Valley Production is poised to play a pivotal role in shaping its future, both in New Mexico and across the nation.
