CBD has exploded in popularity but consumer knowledge about CBD is still lacking and trust for CBD is still questionable. In a market dominated by online retail, brick-and-mortal retailers see this as an opportunity to be “trusted in-person product experts” to help people learn about and understand CBD.
Since 2015 over a thousand CBD companies have started in the US alone; CBD is clearly on the consumer’s radar. However, Consumers still express a lack of knowledge about CBD. Stats show that many consumers think CBD will get you ‘high’, like marijuana does (it will not) and that CBD is still illegal (it is legal in all 50 states). Consumers trepidation is also driven by a general lack of agreed-upon scientific research on CBD. The FDA has not approved CBD for any over-the-counter health conditions so retailers are prohibited from making any claims like “CBD can help anxiety” or “CBD can help insomnia”. However, a lack of enforcement means health claims are prevalent in CBD marketing. The confusion has created a snake-oil-like effect in the CBD industry – many legitimate and above-board manufacturers are competing with dishonest over-promising retailers. Consumers lose trust when the market is divided in its messaging and they cannot tell a legitimate opportunity from a false claim. This lack of trust contributes to consumers hesitancy – a characteristic that physical retailers believe they can address through in-person education and sales.
It’s true, an in-person conversation or sales pitch can help a person understand CBD and feel trust for the product. There’s something so much more educational about an in-person conversation with an expert, than there is about reading on the internet. A live person can answer questions on the fly and provide you with knowledge and suggestions you would not have considered on your own. The world’s largest brick-and-mortal CBD retailer, Cbd American Shaman, train their people to answer questions and guide customers through the frustrating selection process. CBD American Shaman requires its franchisees to complete a full 40 hour week of training.
Physical CBD stores are hoping to have dual purpose: They’re places to sell products, of course, but they’re also places to educate. If a store owner can introduce CBD to consumers and guide their first purchases, they’ll form a relationship with that customer which pays off throughout the consumer’s lifetime. As the CBD industry matures, in-person retail is likely going to play a significant role in helping educate people and build public understanding of CBD.
