The Parent Company launches its Caliva CLUB cannabis loyalty program

The Parent Company Holding Corp (NEO:GRAM.U) (OTCQX:GRAMF) (OTCPINK:GRMWF) said it has launched its first-ever integrated loyalty program, Caliva CLUB, which is now in the beta testing stage with caliva.com customers.

The company said Caliva CLUB is expected to be a key strategic driver for its broader digital innovation push.

“The integration of loyalty into our digital experience is something that we’ve been hard at work on and, given its importance to our customers and long-term success, we are taking the time to get the experience right with this launch,” The Parent Company chief operating officer Dennis O’Malley said in a statement.

READ: The Parent Company is coming to conquer California’s cannabis market – with some big-name help

O’Malley added: “Integrating loyalty into our in-house developed e-commerce platform gives us the flexibility to scale across all consumer touch points, allowing customers to access their rewards no matter how they decide to shop.”

Caliva, The Parent Company’s direct-to-consumer cannabis platform that covers more than 50% of the California market,  experienced customer growth of more than 133% year over year in 1Q 2021.

The company noted that Caliva CLUB will feature personalized promotions and offers to further customer loyalty, retention and lifetime value, allowing Caliva customers to enjoy an elevated shopping experience similar to their favorite non-cannabis retailers.

As part of the program, participants will be able to earn reward points for dollars spent on delivery orders. Benefits will include extra points on birthdays, advanced scheduled deliveries, early access to new products, as well as friend referral rewards.  

The Parent Company noted that the program has shown positive early results since the beta test launch on March 23, with loyalty participants spending 37% more on average than customers not participating in the program.

As well, the company said early customer adoption rates are exceeding goals set for the program and it plans to expand Caliva CLUB to its entire retail footprint later this year.    

The Parent Company is the largest vertically integrated omni-channel cannabis platform in California, with an operational footprint that spans cultivation, extraction, manufacturing, distribution, brands, retail and delivery.

The company also owns its supply chain, enabling it to leverage scale and produce and distribute a broad portfolio of cannabis products across consumer segments.

Notably, entertainment mogul Shawn “JAY-Z” Carter is a key shareholder of The Parent Company and holds a seat at the executive table as the company’s chief visionary officer.

Contact Sean at [email protected]

Story by ProactiveInvestors