Serial tech entrepreneur, inventor, patent holder, and software program connoisseur Jeremy Jacobs likens launching his newest endeavor to bringing beer to the desert. In 2014, he and his crew started learning the cannabis retail house with the objective of making an answer mirroring his established world model Eyeconic.television, which serves Fortune 500 healthcare, restaurant, and retail corporations.

Enlighten resulted, debuting in 2017. The digital system supplies point-of-sale media incorporating totally managed digital signage and menus together with touch-screen kiosks. Using state-of-the-art built-in {hardware} and software program hooked up to “the web of issues,” the system educates and entertains shoppers in addition to supplies budtenders with instruments and retailers with information and hyper-targeted advertising. Enlighten deployments additionally provide one thing for product manufacturers: in-dispensary promoting publicity. In keeping with Jacobs, the system “provides worth to the placement and its prospects.”


Jacobs describes Enlighten as a tech firm first and a cannabis firm second. The corporate’s bona fides in mature industries evidently resonate with cannabis corporations: What began as a thirty-store take a look at market grew right into a community of practically 1,000 places in thirty-four states plus Canada, Jamaica, and Puerto Rico. Jacobs attributes the fast progress to using the identical tech-savvy crew and important tools that developed, examined, and deployed Eyeconic. “This allowed us to keep away from a few of the hiccups and pitfalls many [competitors] went by means of,” he mentioned. “A headache-free life is an efficient life for dispensary operators.”

He additionally mentioned shoppers respect the high-tech method to procuring as a lot as budtenders respect the system’s comfort and the best way it elevates the retail expertise. Enlighten On Demand permits dispensaries to live-feed instructional movies and imagery tailor-made to every client’s data. Budtenders use the data to assist sufferers choose merchandise, then click on into the smart-menu interface to show a listing of things the system suggests for the affected person’s wants and wishes. Not solely is the method friendlier and extra participating, nevertheless it additionally prevents the inevitable confusion and embarrassment that outcomes when the shopper’s choice is out of inventory. The custom-made client interface could also be augmented with promotional messages. “We make protecting your menu updated simple by means of integration with a few of the largest [point-of-sale] and [customer relationship management] programs in cannabis, together with Flowhub, Treez, and POSaBit.”

From a retailer’s perspective, Enlighten’s interactive menus, TV screens, and kiosks make know-how approachable. Educating shoppers digitally could assist reduce wait instances and enhance common spend, and professionally produced edu-tainment can hold prospects engaged in the event that they do have to attend. In keeping with Enlighten’s statistics, the corporate has served greater than 500 million movies because it debuted and shows greater than 50 million advert impressions yearly. “All of our choices have know-how to confirm the precise variety of impressions and likewise can make use of measurability methods to show how properly they’re working,” Jacobs mentioned.

Maybe the largest retail advantages, although, come from elevated advertising capabilities and the information the system collects. Screens can goal a model’s viewers with video commercials on the level of sale and, if shoppers choose in, observe them round on their cellphones, casually popping up reminders about their favourite manufacturers and dispensary. Enlighten applications like Beacon CRM, Showcase, TrafficWise, and Direct Join assist retain present prospects and convert new ones by alerting shoppers to new merchandise and particular offers. Jacobs calls the suite of applications “white-glove” service. “We produce merchandise that make dispensaries extra worthwhile, extra measurable, extra environment friendly, and extra interactive,” he mentioned.

Though the corporate’s progress up to now has been spectacular, Jacobs mentioned Enlighten has extra progress to perform. As a part of a fast growth effort, the corporate merged with the Eyechronic community, one other standard in-dispensary schooling platform. In February, Enlighten acquired Loud Screens, a digital menu supplier. These and different strategic acquisitions and collaborations will enhance Enlighten’s means to offer dispensaries with a full technological ecosystem for coaching employees, educating shoppers, and driving gross sales.

One of many collaborations is with Novus MedPlan, which provides supplemental cannabis medical insurance for THC and CBD customers. The corporate works with Enlighten to coach sufferers about its packages and their use at dispensaries. Premium cable channel Showtime additionally collaborated with Enlighten: In January, the channel previewed the comedy Black Monday inside dispensaries.

The place will Enlighten go from right here? Because the cannabis house expands internationally, the corporate intends to broaden together with it. In June, Enlighten introduced completion of an oversubscribed Sequence B funding spherical for greater than $6.5 million. Amongst different issues, Jacobs mentioned the funds will probably be used to finalize new know-how and information options and prolong the Enlighten Wellness division, centered extra broadly on different well being. “Having already solidified our firm in place-based cannabis promoting, we are going to try to proceed to innovate and construct upon our advertising and know-how options to make sure this quickly rising business has a strong platform to succeed in and educate the cannabis client,” Jacobs mentioned. “We really feel strongly about our market place because the business continues to mature and know this capital infusion will permit us to proceed to develop and serve the business.”

And proceed to innovate. “We see a solution to take our huge dataset and create a product that can actually change the best way cannabis corporations purchase and retain shoppers,” he mentioned, “taking all of the guesswork out and activating advertising and media primarily based on real-world intelligence pushed by [artificial intelligence].”