Hard to Concentrate: The Cost of Displaying Live Products
Displaying concentrates in a dispensary is not just a challenge; it’s a nuanced tightrope walk. On one side, you’re balancing the need for quality control, and on the other, the story you tell your customer. You want to show off your product, but showing off dry-crusty products isn’t fair to anyone involved. Producers watch their hard work—terpene-rich, fresh product—turn into a sad parody of itself. Retailers face the gut punch of eating costs or throwing away product. And customers? They’re left questioning why they bothered. The experience falls flat before it ever begins.
Numbers don’t lie. Lets say the average price of Wax and Rosin is $8 and $30 per gram,
1g Wax at $8 × 5 SKUs = $40
1g Rosin at $30 × 5 SKUs = $150
That’s $190 in product costs, but if these products degrade before they hit the register, you might as well have set your cash on fire.
Oh you want to display them in a quality, temperature-controlled display case? those can run anywhere from $2,000 to $5,000, with power usage tagging on more expenses month over month. The alternative? you can try clear acrylic displays, but you sacrifice the luxury of showing what actual textures look like.
So, how do you juggle the costs while keeping that $30 rosin looking like it’s worth every penny?
Three key challenges:
Temperature Control — Keep concentrates at optimal conditions or risk watching your investment degrade into a dry, crumbly mess.
Visual Appeal — Wax and rosin have different customers with different mindsets. Your display has to tell the story of both affordability and high-end craftsmanship.
Education — You can’t sell what customers don’t understand. Staff should be trained to explain the value of a $30 rosin versus an $8 wax, highlighting what makes each unique.
The Unfair Game of Live Displays:
Displaying any live products is a PIA; the easiest solution? Don’t do it. At the end of the day, your budtenders are going to need to tell the story to sell the product. making sure your staff is knowledgeable on even the basics of Concentrates is enough to help gently guide the sales experience; here are some other solutions…
Solutions:
Closed, Temperature-Controlled Displays — The obvious, if costly, solution. Keeps the product fresh and ensures the first impression isn’t also the last.
Interactive Digital Displays — No risk of spoilage, and with detailed photos and terpene profiles, you capture interest without sacrificing quality.
Sample-Only Demos — Collaborate with producers for non-live samples or terpene scent jars. No drying out, no loss of quality.
Faux Display Options — Companies like Glassentrate offer lifelike replicas that look as good as the real deal without the risk of spoilage. They’re not cheap, but when weighed against potential waste and lost sales, they might pay off.
The Investment Question: Will these displays pay for themselves? It's a classic cost-benefit analysis. On one hand, they provide a consistent, visually appealing representation of your products, enhancing customer understanding and potentially boosting sales. On the other, the upfront investment is significant.
In essence, while the initial cost is steep, the potential benefits in sales, customer education, and product preservation could justify the investment. It's about weighing the upfront expense against the long-term gains.
