Canopy Crossroads moved 11 stores off four marketing tools and onto Sticky insix weeks.
They were paying SpringBig, Mailchimp, Klaviyo, and Twilio, and still couldn't tell which store, channel, or campaign actually moved revenue. Within a quarter, they had a single roof-line over loyalty, email, SMS, and wallet, and a 4.2× return on every dollar that left it.
Crossroads
Eleven stores. Four tools. Zero idea what was working.
Canopy Crossroads grew the way a lot of operators do: one store, one tool. By store eleven, marketing was a quilt of consoles, spreadsheets, and a part-time agency burning $4,200/mo to copy-paste promos.
Every Friday roundup pulled SpringBig loyalty, Mailchimp opens, Klaviyo flows, and Twilio receipts into a single shared sheet. The marketer stopped going to her kid's soccer games.
A 4/20 promo for Detroit was emailing customers in Toledo. Unsubscribes were climbing 11% quarter-over-quarter. Store managers were texting from personal phones to get around it.
Plastic punch cards. 19% of customers had one on them at any given visit. Budtenders re-issued ~3,000/year, at $0.42 each.
Open rates and CTRs in four dashboards. Real dollar revenue per send: nowhere. The CFO killed the SMS line item three times before it stuck.
I had eleven stores running like eleven different companies. We weren't a chain, we were a federation. Sticky was the first tool that made us look like one brand to the customer.”
Six weeks. Five milestones. One canvas.
We didn't do a "rip and replace." We went store-by-store, channel-by-channel, and let the receipts do the convincing.
POS in. Customers in.
Dutchie (8 stores) and Treez (3 stores) connected on day one. 214,800 customer records, 1.6M transactions, and three years of loyalty balances pulled in. Deduped down to 187,400 unique people.
Plastic out. Phone in.
We launched the Apple + Google Wallet card with a single in-store QR code at checkout. Loyalty balances ported automatically. Within 14 days, wallet adoption hit 38% of weekly transactions.
Per-store sends, in three clicks.
Sticky's location-aware segments shipped 14 prebuilt audiences per store automatically. The Detroit promo finally stopped emailing Toledo. Unsubscribes dropped 41% the same week.
Six journeys, set once.
Welcome series, Birthday, Lapsed-30, Lapsed-60, Cart-abandoned (online), and Wallet-installed. The marketer built all six in an afternoon, using Sticky's prebuilts as starting points.
Four contracts cancelled.
SpringBig, Mailchimp, Klaviyo, and Twilio went dark on the same day. The agency contract followed the next month. Net annualized savings: $148,800.
After 90 days, the numbers tell the story.
Every dollar Canopy spent on outbound, email, SMS, wallet push, returned $4.20 in revenue back through their POS, attributed to the SKU. Not opens. Not clicks. Dollars.
We had a CFO who'd seen four marketing tools fail to pay for themselves. Sticky paid for the whole year of contracts in eight weeks. He sent me a thumbs-up emoji. That had never happened.
One canvas. Eleven stores. Two states.
A single Apple + Google Wallet card across all 11 stores. Points sync live from POS in either state.
Per-store sender, shared template library. 142,000 emails/month, all reviewed for cannabis compliance.
Quiet-hours by store time zone. TCR registered. Banned-term scanner running on every send.
Six always-on journeys covering welcome, birthday, lapse, wallet, and online-cart abandonment.
14 prebuilt audiences per store, location-aware. VIP, At-risk, Weekend Warrior, First-Visit, Birthday-soon.
Per-store inbox routing. Budtenders pick up replies on a tablet at the counter.
The Canopy footprint
Behind the numbers
A few honest details about what made this work, and what didn't, on the first try.
How is "attributed revenue" measured?
A POS purchase is attributed to a Sticky send if the customer received the send within a 7-day window before the transaction. Per-SKU attribution comes from matching the send's referenced products against the receipt line items. Numbers above exclude organic foot traffic on store-promo days.
What didn't work in week one?
The Treez integration on the three Ohio stores took three days longer than the Dutchie ones, a quirk in how Treez exposes loyalty balances. Sticky's team wrote a custom adapter; it ships in the standard Treez integration today.
Did existing customers complain about the loyalty migration?
All 187,400 loyalty balances ported intact. We sent a "your card just got smarter" email the day before launch. Support tickets that month were down 22%, not up.
What's next on the roadmap for Canopy?
Geo-fenced wallet push around the Cleveland opening Q3, and a budtender-recommendation flow that learns from in-cart additions. They're also piloting Sticky's referral wallet card in two Detroit stores.
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