Case Study
nuEra
Seven Illinois dispensaries on one platform. $90K to $1.1M a month in CRM revenue.
nuEra operates seven dispensaries across Illinois. Heady rebuilt nueracannabis.com on the Heady Dispensary Platform: location pages for every store, integrated Jane menus, and a structure built for multi-location local SEO. Heady then rebuilt nuEra's CRM from the architecture up, taking attributed CRM revenue from $90K to $1.1M per month in four months while cutting average discount depth from 19.4% to 6.1%.
CRM results
$1.1M/mo
Attributed CRM revenue, month four
12x
Growth from $90K/mo starting point
4.2x
Click-through rate vs prior blanket sends
6.1%
Discount depth, down from 19.4%
Attributed CRM revenue as reported in Alpine IQ across a four-month engagement. Figures reflect Alpine IQ's attribution model. Discount depth measured as a percentage of attributed revenue.
The situation
Seven locations means seven local markets, seven menus, and seven sets of store details to keep accurate. nuEra needed a site where multi-location wasn't an afterthought.
Our approach
Heady built nuEra on the Heady Dispensary Platform with per-location pages, integrated live menus, and an architecture designed for local search across every market it serves.
What we built
What we built
Multi-location architecture
Dedicated pages for all seven Illinois stores.
Jane menu integration
Live product menus and ordering per location.
Local SEO structure
Location pages built for store-level search visibility.
Heady Dispensary Platform
Productized dispensary-site infrastructure.
The build
The CRM engagement
When Heady took over nuEra's CRM, they were sending two to four bulk blasts a month to their full subscriber list. Same message, same offer, same coupon, to everyone. Over 80,000 subscribers producing $90K a month in attributed revenue, or $1.13 per subscriber, with a 22% coupon redemption rate eroding margin on every transaction. The platform was capable. The architecture underneath it did not exist. Heady built it across four phases, covering six locations at the time of the engagement.
The first four months
Starting point
$90K/mo
Blanket discount blasts to the full list. $1.13 per subscriber. 22% coupon redemption dragging margin. Zero automated flows.
Month 2
$310K/mo
Lifecycle segmentation live. Welcome, post-purchase, and winback flows activated.
Month 3
$680K/mo
Category and location affinity campaigns added. Click-through 4.2x over prior blanket sends.
Month 4
$1.1M/mo
Full automation stack running. Margin-based offer strategy live. Discount depth down to 6.1%.
Segmentation architecture
Most dispensary CRMs stop at active versus inactive. Heady built the full audience library first, then layered two dimensions on top of the lifecycle model: category affinity, so flower, vape, and edibles buyers receive different messages, and location affinity, so favorite-store data personalizes every send. The result is a matrix rather than a list. A lapsing edibles buyer near Chicago gets a different message than a lapsing flower buyer downstate.
Automation stack
nuEra had zero automated flows at the start of the engagement. The full core lifecycle stack was live within 30 days.
- Welcome and first purchase: welcome series for new subscribers and new loyalty members, first purchase nudge with no discount until a second attempt fails
- Post-purchase nurture: first-time buyer nurture, post-purchase follow-up routing to Google Review or support, restock reminders triggered on average days between purchases, cross-category discovery
- Winback: value-first at 31 days, points reminder at 60, and the only cohort eligible for a direct discount at 90
Margin-based offer strategy
Every campaign follows a four-rung hierarchy, descending a rung only when the one above fails to convert. Discounts are the last resort, not the default. Average discount depth dropped from 19.4% to 6.1% of attributed revenue, at $0.38 revenue per message sent.
The campaigns layer
With automation running underneath, scheduled campaigns were layered on top. Category and location campaigns carried click-through rates 4.2x higher than the prior blanket sends. Recurring weekly sends built on top-seller social proof rather than discounts. Seasonal programming for 4/20 and Green Wednesday gave VIPs early access instead of deeper coupons, and vendor-funded brand spotlights added reach at zero margin cost.
Want a site that works this hard?
Tell us about your dispensary or brand and we'll show you what we'd build.
