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The Parent Company Launches A Cannabis-Focused Loyalty Program

The Parent Company Launches A Cannabis-Focused Loyalty Program

The Parent Company Launches Loyalty Program: Caliva CLUB

As the loyalty hype continues to trend in 2021, The Parent Company’s direct-to-consumer (DTC) cannabis brand, Caliva, has joined in on the action by launching its first-ever integrated loyalty program called Caliva CLUB.

“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.”

The launch of the loyalty program comes at a time when Caliva is seeing record growth. The company saw its delivery customers grow by more than 133 percent and the brand’s omnichannel platform now covers more than 50 percent of California today. The Parent Company is aiming to further capitalize on this growth with the launch of the loyalty solution.

The loyalty program will extend an experience similar to those offered by non-cannabis retailers, allowing customers to redeem personalized promotions and other offers that drive retention and lifetime value. 

The Parent Company Launches Loyalty Program: Caliva CLUB

Members will be able to earn reward points for dollars spent on delivery orders, earn extra points on birthdays, schedule deliveries, gain early access to new products and earn rewards for referring friends.

Since its beta launch on March 23, the loyalty program has witnessed promising early results. The average customer spend increased by 37 percent increase among loyalty members. Other brands and retailers are also realizing similar gains by offering loyalty programs as they look to engage and retain customers.

The loyalty program is now being beta tested on, but The Parent Company is planning to expand the program to its entire retail footprint later this year.

Those interested in joining the Caliva loyalty club can visit to sign up and learn more.

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