Proper,
Delivered
Growing the ring around your four delivery stores.
“The goal is traffic for all four delivery stores, across the whole assortment, where delivery pays.”
Reach past cannabis shoppers beyond the unprofitable core, take share from competing retail, and extend Proper into zips without a door.
What's inside
The brief
What we heard on Friday, and the two jobs the ring has to do.
What we heard on Friday
Traffic, not one product
Store traffic for the four delivery stores across the whole assortment.
Delivery only pays past 5 miles
Orders close to the door lose money, so the ring starts at 5 miles.
Take share where there is no store
Pull customers from competing retail and reach zips where Proper has no brick and mortar.
Two jobs, one ring
Take share
Past cannabis shoppers already buying inside the ring at a competitor, reached with a convenient delivery alternative.
Extend reach
Shoppers in delivery zips with no Proper door, where delivery is the store.
Where delivery pays
Past 5 miles, inside the published delivery zips, where the margin is.
The economics of the ring
Shown on Kirkwood. The same three bands sit around every door.
Who is in the ring
Past purchase, not intent
Cannabis shoppers with a purchase in the last 30, 60 or 90 days, from Experian Mosaic and NielsenIQ retail data.
Proper's CRM as the seed
Your first party buyers, matched to devices, model the lookalike: shoppers in the band who look like your best customers but have never ordered.
Lapsed buyers, by the day
CRM exports of customers with no order in 60, 90 or 120 days, matched to devices inside the band, each window with its own creative and offer.
Competitor doors as polygons
Every competing dispensary inside 15 miles, drawn from a database of nearly 16,000 locations and conquested by device.
The ring
Four delivery stores, one measurable growth ring.
Four delivery stores, one growth ring
The first 5 miles around each door are excluded because delivery loses money there. Rings are drawn to scale: the outer ring is the selected band, the inner ring the 5 mile core.
The ring around your four delivery stores
| Delivery hub | Adults 21+ in band | Cannabis consumer devices | Published zips |
|---|---|---|---|
| Kirkwood | 44 | ||
| South County | 29 | ||
| Kansas City | about 190 | ||
| Cape Girardeau | 14 | ||
| Published lists |
Kirkwood10855 Manchester Rd · 9am to 8pm
West St. Louis County. The band reaches Chesterfield, Ballwin and Fenton, and overlaps South County east of I 270.
South County7417 S Lindbergh Blvd · 9am to 8pm
South St. Louis County. The band covers Oakville, Arnold and Fenton, and crosses the river into Illinois zips Proper does not deliver to, which the published list screens out.
Kansas City10157 Wornall Rd · 9am to 9pm
South Kansas City on Wornall. The band spans the state line into Johnson County, Kansas, screened out by the published Missouri zips, and east to Lee's Summit and Raytown.
Cape Girardeau25 S Kingshighway · 12pm to 8pm
Cape Girardeau is a small city, so the 5 mile core is the city itself. The band is Jackson, Scott City and the river towns on both banks, which is why Cape's pool is the smallest of the four.
Every competing door inside 15 miles
| Delivery hub | Inside 5 mi | 5 to 15 mi band | Within 15 mi | Doors in the band |
|---|---|---|---|---|
| Kirkwood | 7 | 37 | 44 | Key Cannabis Richmond HeightsKind Goods FentonGood Day Farm ClaytonKind Goods ManchesterGood Day Farm EllisvilleCodes Hampton AveNature Med Kingston3Fifteen Primo STLRoot 66 Dogtown+28 more |
| South County | 2 | 34 | 36 | Kind Goods FentonCodes Hampton AveNature Med Kingston3Fifteen Primo STLGood Day Farm ArnoldFlora Farms ChippewaRoot 66 Dogtown3Fifteen Valley ParkBlue Sage Valley Park+25 more |
| Kansas City | 7 | 19 | 26 | ReLeaf Resources GrandviewGood Day Farm Kansas CityFrom The Earth BrooksideElevate Prospect AveFresh Karma MidtownLocal Cannabis CompanyThe Forest Kansas CityFrom The Earth RaytownFrom The Earth Westside+10 more |
| Cape Girardeau | 5 | 1 | 6 | Codes Jackson |
Licensed Missouri doors mapped from public listings, Proper's own stores removed. Every one becomes a conquest polygon: a device seen at a competitor inside the band gets a delivery offer. Kate confirms the list, polygons populate in two weeks, which fits December 1.
The profiles that buy cannabis in the ring
Mosaic and NielsenIQ profiles over indexing for cannabis purchase and delivery inside the band, refreshed from the Monday pull.
Kids and Cabernet
Affluent parents ordering after a full day.
Full Pockets, Empty Nests
Label readers who value discreet service.
Settled in Suburbia
Practical households loyal once convinced.
Boomers and Boomerangs
Busy shared households saving a trip.
Fast Track Couples
Mobile first and already canna comfortable.
Colleges and Cafes
A rural value ring driven by word of mouth.
Where each profile actually listens
| Profile | Streaming | Social video | Direct mail | Search and CRM | Message frame |
|---|---|---|---|---|---|
| Kids and Cabernet | Day full, delivered | ||||
| Full Pockets, Empty Nests | Measured delivery | ||||
| Settled in Suburbia | Fair deal at the door | ||||
| Boomers and Boomerangs | On your schedule | ||||
| Fast Track Couples | Tap, order, done | ||||
| Colleges and Cafes | River town delivery |
Attribution, the conservative way
Polygon and store match back only ever counts a quarter of the credit.
No single channel takes all the credit
Weighted influence across every channel that touched the order.
One dashboard, every source
A ReceptivIQ seat for Kate with paid, organic, POS and delivery data in one view.
Channels earn or lose spend
Budget moves to channels that influence orders in that audience and market.
Conservative by design
Store and polygon matches receive partial credit, never the whole order.
Eight weeks, four stores, one ring
Set up
Pixels, polygons, creative approved.
December flight
High December traffic, all four stores.
January test
Does the growth hold once the holidays end.
Read
Orders, share, second orders.
What growth means, measured
Delivery orders from the ring
Orders from devices inside the selected band.
New customers from the ring
First Proper orders matched to the ring.
Share taken inside competitor polygons
Exposed devices later ordering from Proper.
Average order value on delivery
Basket size versus the prior eight weeks.
Second order rate inside 30 days
New ring customers who order again.
The creative
Experience first, discount last, built for delivery.
Experience first, discount last
Show how easy the delivery experience is and how friendly the team is before any offer appears. The offer closes; the experience is what gets remembered.
Four ad sets, one delivery story
Always onEvergreen experience
Ease, friendly service, team photos and Proper's own customer survey language.
DynamicDynamic SKU
The live delivery menu, scraped from the landing page and framed in Proper's palette.
AcquisitionNew customer
The existing 30% off your first three visits, with CRM and POS exclusion.
RetentionWin back
A fresh, fun reason for customers with no order in 90 days.
Who builds what
Proper's team
- Brand imagery
- Team photography
- Tone and approvals
- Builds from spec sheets when bandwidth allows
Pulse Signal
- Spec sheets for the top four sizes per platform
- Dynamic SKU units
- Copy from NielsenIQ delivery shopper data
- Optimization that shifts spend to winning units
The investment
The ring, priced: devices by store and by band, on the same grid your sales team sells from.
The ring, priced
| Line item | 15% share | 25% share recommended | 50% share | 75% share |
|---|
Creative line assumes we build. If Proper's in house team builds from our spec sheets, creative drops to $250 per unit. Devices are modeled: Census adults 21+ in each band, Missouri zips only, overlap removed, 12% past purchase rate. The Experian and NielsenIQ pull replaces them before launch.
Live December 1
Proposal and device pull by recency and hub
Onboarding, tracking and competitor addresses
Polygons live and creative approved
Launch the eight week test
Read orders, customers, share and repeat
Let's grow the ring.
Two proposals, one ring, live December 1.