The Botanist (Canopy USA)
Applying strategy, data analysis, and market understanding to drive retail focus and performance.
Situation
The Botanist operates a multi-state cannabis retail footprint in Ohio, New Jersey and Massachusetts with uneven store performance, intensifying competitive pressure, and inconsistent customer acquisition results. Leadership needed clarity on retail performance, stronger alignment across teams, and a disciplined path forward grounded in data and execution.
POINTBRAND was engaged across multiple initiatives in 2025 to diagnose performance, define strategy, and support in-market change.
How the Work Aligned to Core Capabilities
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POINTBRAND evaluated how The Botanist brand was expressed across retail and digital touchpoints, identifying gaps between brand intent and customer experience. This work informed recommendations to improve clarity, consistency, and effectiveness in how the brand showed up to customers, particularly across digital channels.
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Through a national retail portfolio analysis, POINTBRAND assessed pricing, promotions, and customer acquisition tactics across markets. These insights informed go-to-market priorities and were codified in a Retail Strategy Playbook that aligned teams around how the brand should compete, promote, and grow.
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The engagement also focused on strengthening how the brand would connect with consumers and grow its audience. POINTBRAND helped clarify consumer segments, refine messaging, and guide the marketing tools and channels that would support brand awareness and adoption.
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To support priority recommendations, we led the redesign and replatforming of The Botanist’s retail website to Dutchie Pro. The work focused on UX, content structure, and navigation tied directly to customer acquisition and conversion, ensuring there the site continued to drive at least 50% of all retail transactions.
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Rather than treating each initiative as a standalone project, the work was designed as a connected strategic arc from diagnosis to strategy to accountability. Each phase built on the last, giving leadership a clear view of where to focus resources, how to prioritize investment, and what to address next.
Throughout the engagement, POINTBRAND worked closely with The Botanist’s retail marketing team, leadership and contributing agency partners, providing decision support and cross-functional alignment to ensure priorities translated into action.
Impact
Clear visibility into retail performance across the footprint
Leadership alignment around customer acquisition as the top priority
Improved digital experience through a redesigned retail website
Greater confidence in where to focus resources and investment
Client Testimonial
“Angela didn’t approach these as isolated deliverables. Each project built on the last, creating a cohesive body of work that moved us from diagnosis to strategy to accountability. Her analysis was rigorous, her priorities were clear, and her impact was immediate.”
- Rebecca Kick, COO, Canopy USA