Cannabis Operator Launches Loyalty Program Caliva CLUB

TPCO Holding Corp. announced the launch of its first-ever integrated loyalty program, Caliva CLUB, now in beta with customers.

Based on record online customer transaction growth of +141%1 and an omnichannel platform that covers more than 50% of California today, Caliva, The Parent Company's direct-to-consumer platform, is piloting its new loyalty program via the brand's delivery channel.

The launch, which is a key strategic driver for The Parent Company's broader digital innovation push, aims to enhance the consumer experience across the company's integrated omnichannel platform. The Parent Company has already seen robust growth on and is excited to add to this momentum with Caliva CLUB, which will feature personalized promotions and offers to further customer loyalty, retention and lifetime value. As one of the few companies in cannabis with a native rewards program, Caliva customers will enjoy an elevated shopping experience similar to their favorite non-cannabis retailers.

"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," said Dennis O'Malley, COO of The Parent Company. "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."

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, friend referral rewards, and more. Since the launch of the beta test on March 23rd, the program has shown positive early results: loyalty participants are spending on average 37% more than customers not participating in the program and early customer adoption rates are exceeding goals set for this program.

While the program is currently being tested on Caliva's digital channel, The Parent Company is planning to expand the program to its entire retail footprint later this year.

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