Introduction to Figr’s Innovative Approach

Since the legalization of recreational cannabis, various brands have been attempting to stand out available in the market. Some have partnered with celebrities, while others have launched e-commerce platforms or collaborated with popular food chains like Pita Pit. Figr, a subsidiary of Pyxus International, is taking a distinct approach by launching an augmented reality (AR) app to showcase its products.

The AR App: A Unique Marketing Strategy

The AR app, developed in collaboration with Wunderman Thompson and National Public Relations, allows customers to learn more about Figr’s products in an immersive and interesting way. The app could be used in-store with the assistance of a "budtender" or at home by scanning a Figr bottle. This modern approach enables customers to access detailed information concerning the brand’s different strains, including the origin of its plants.

Staying Within Marketing Regulations

Figr’s marketing director, Zack Grossman, ensures that the app complies with the strict marketing regulations that got here into effect on October 17, 2018, as a part of the Cannabis Act. The app is age-gated, ensuring that only those of legal age can access it, each in-store and at home.

Targeting the Right Audience

The app is designed to appeal to each recent and experienced cannabis users. By emphasizing the terroir and craftsmanship of its products, Figr goals to draw customers who value quality and are fascinated by learning more concerning the story behind the brand. According to Grossman, the target market is an older demographic that cares concerning the quality and craftsmanship of the products.

Providing Transparency and Trust

The app provides customers with detailed information concerning the products, including the origin of the plants and the story behind the brand. This approach helps construct trust and transparency, which is important for purchasers who’re recent to cannabis or searching for a premium product.

Creating an Immersive Experience

The AR app allows Figr to construct engagement with its customers and tell its story in a novel and immersive way. Unlike traditional marketing mediums, the app provides an experience that goes beyond a limited timeframe or a single message. By leveraging the ability of storytelling, Figr goals to create a long-lasting impression on its customers and differentiate itself in a crowded market.

Conclusion

Figr’s AR app is an modern approach to marketing within the cannabis industry. By providing customers with detailed information and an immersive experience, the brand goals to construct trust, transparency, and engagement. As the cannabis market continues to evolve, it can be interesting to see how Figr’s approach resonates with customers and sets the brand aside from its competitors.