Marketing and regulatory consultancy Fyllo has launched a new retail media network (RMN) created specifically for the cannabis sector. The Fyllo Connect RMN platform will allow brands to reach and engage cannabis consumers at the point of purchase to grow awareness, offer deals and drive purchases through the company’s interactive, inventory-aware digital screens.
Multi-state dispensary chain Columbia Care will serve as the beta partner for Fyllo Connect, which will then be made available to all U.S. dispensaries in early 2023. At the outset, Columbia Care plans to use Fyllo Connect to accelerate sales for its in-house brands.
“Fyllo has been our go-to partner when it comes to reaching new consumers and building groundbreaking, fully compliant marketing campaigns,” said Jesse Channon, Chief Growth Officer at Columbia Care in a statement. “Our stores and brands outperform on almost every marketing metric thanks to the tools that Fyllo provides, whether it’s in-store screens for customer engagement at the point of purchase or highly targeted campaigns. With the release of Fyllo Connect, we see an opportunity to further fuel our growth with additional revenue from brands looking to engage with our customers.”
The Fyllo Connect launch follows Fyllo’s acquisition of interactive retail display network NineSixteen earlier this year. The RMN is part of Fyllo’s reimagined Retail Suite, which offers software, services and a digital screen network to elevate consumer experiences and accelerate growth for cannabis dispensaries.
“We saw an opportunity to enable cannabis retailers to create new revenue opportunities by monetizing their first-party data and in-store real estate,” said Sumant Yeramilly, General Manager of Retail Solutions at Fyllo in a statement. “According to GroupM, global retail media spend will reach $101 billion in 2022. At the same time, the cannabis industry is growing exponentially. Fyllo Connect provides retailers with the data and technology infrastructure to tap into this emerging marketplace.”