Cannabis Dispensaries Embrace Secret Shoppers to Elevate Customer Experience

Cannabis dispensaries across the United States are increasingly adopting secret shopper programs, drawing inspiration from mainstream retail to enhance both customer service and compliance. Secret shoppers, posing as ordinary customers, enter stores to assess everything from staff knowledge to the overall shopping experience, providing valuable feedback that technology alone cannot capture. As legal cannabis markets expand, dispensaries are eager to ensure that first-time and regular customers alike receive personalized guidance in a rapidly evolving industry

Unlike traditional retail, cannabis dispensaries face unique regulatory challenges, including strict age-verification protocols and varying state laws. The need for consumer education is pronounced, as many shoppers are unfamiliar with the wide array of products and consumption methods available. According to industry experts, secret shopping offers an effective lens into how well dispensaries are meeting these challenges, allowing owners to identify gaps in staff training and customer engagement

Sara Gluck, founder of Above Board, has carved out a niche by providing secret shopping services tailored to cannabis businesses. "I start by assuming a specific persona before entering a store," Gluck explained. "I might be a new consumer who doesn’t know what they want, a regular consumer testing a budtender’s knowledge, or a value shopper looking for deals." During her visits, Gluck meticulously documents storefront conditions, ID-checking procedures, staff interactions, and even the impact of different times of day on service quality. "We do adjust the time that we go, so you know secret shopping during 1 PM on a Tuesday is going to be different from secret shopping on a weekend, or during rush hours," she noted

Recent secret shopping excursions in Midtown Manhattan revealed wide disparities in service quality among dispensaries. At some locations, staff greeted customers promptly, offered thoughtful recommendations, and enthusiastically promoted loyalty programs. However, other stores fell short—one luxury retailer neglected to greet customers altogether, leaving them to navigate product menus on oversized tablets with minimal human interaction. Such findings underscore the importance of in-person service, especially in an industry where many shoppers rely on staff expertise to make informed choices

The reliance on digital menus and self-service tablets is a growing trend, but it comes with trade-offs. While convenient for seasoned shoppers, these tools can make the experience impersonal, particularly if staff remain behind counters and limit direct engagement. As observed during the secret shopping visits, the most successful dispensaries blend technology with attentive budtenders who are available for conversation and guidance. Brands also benefit from these assessments, gaining insight into whether their products are being appropriately recommended or overlooked by staff

From the OG Lab newsroom perspective, the rise of secret shopper programs in cannabis retail signals a maturing industry that is prioritizing customer experience and regulatory compliance. As competition intensifies and consumer expectations rise, dispensaries that invest in genuine, knowledgeable service are likely to stand out. This trend is worth watching as it may set new benchmarks for service quality and transparency across the global cannabis sector