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Case Study · Full-Stack Cannabis Growth

Gold Flora

California · Vertically integrated cannabis · 7 retail brands · 17 locations

Consolidated the entire marketing & ecommerce stack across 7 dispensary brands and 17 stores onto a single Treez POS + CRM foundation — then ran paid, SEO, email, and a unified loyalty app on top.

Website Paid Ads SEO Email Automation
$350K+
Annual Savings · Tech Consolidation
$4.4M+
Email Revenue
1.48M+
Annual SEO Clicks
1M+
Loyalty Members
Gold Flora Corporation
The Challenge

One Vertically Integrated Cannabis Co.
Running on Seven Different Stacks

Gold Flora is one of California's largest vertically integrated cannabis operators — grow, manufacturing, distribution, 7 retail brands across 17 stores, and 5+ owned product brands. When we took over, every brand was running its own POS, its own CRM, and its own ecommerce template. Marketing was downstream of a tangled, brittle stack.

Service 01 · Website & Ecommerce

One Stack. Seven Brands.
17 Stores. Live.

A unified, custom ecommerce build — Treez POS at the foundation, CRM-connected profiles, real-time order status — rolled out across every Gold Flora retail brand.

Airfield checkout with store location
Airfield · checkout knows the store, the hours, and the customer

Treez POS at the foundation

Every interaction — menu, inventory, pricing, order, customer record — flows through a single Treez integration. That means accurate availability across every store, live promo sync, and zero double-entry between front-of-house and back-end.

From the customer's first tap, the site asks the right question: which store, delivery or pickup? Once chosen, the entire experience reshapes around the store they picked — menu, fees, ETA, hours, all of it.

Delivery or pickup modal
Delivery or Pickup · one tap to commit
Live order status tracking
Live order status · POS-driven, no refresh needed

CRM-Connected Profiles & Loyalty

Beyond the POS, the ecom is wired into the CRM and loyalty system so every signed-in customer sees their orders, points, and rewards in one place — no separate apps or accounts to manage.

Find my account
Step 01 · Account icon, top-right
Airfield sign in / sign up
Step 02 · Sign in or sign up · loyalty-aware
Order history
Step 03 · Full order history
Favorite products
Step 04 · Saved favorites for fast reorder

Checkout, Tuned for Cannabis

Promo codes, store rewards, signature-on-delivery, delivery instructions — cannabis ecom has its own rules and we built around all of them.

Checkout with store + delivery instructions
Promo codes & store rewards in the order summary
Checkout with signature requirement
Signature on delivery · compliance built in
The Bigger Play

One Stack Across
All 7 Retail Brands

When we picked up the account, every retail brand had its own POS, CRM, and ecom template. We consolidated all of it — onto Treez for POS and Alpine for CRM — so marketing, operations, and customer data finally live in one place.

Start

CRM

  • Listrak (TPCO)
  • Alpine (ASC / HL)

E-comm

  • Jane / Gap (TPCO)
  • Tymber (ASC)
  • Jane iFrame (HL)
Now

CRM

  • Alpine · centralized
$120K savings

E-comm

  • Treez
$200K+ savings

$350K+ saved a year — just from consolidating the platforms

Before: Listrak (TPCO) + Alpine (ASC/HL) for CRM; Jane/Gap + Tymber + Jane iFrame for ecom. After: Alpine centralized for CRM; Treez for ecom — a $200K+ annual savings on its own. Combined with the Alpine consolidation, the move took fragmented marketing ops down to a single source of truth and freed budget to actually invest in growth.

Then We Launched It — Brand by Brand

A coordinated re-launch across all 7 retail brands. New site teasers, returning-customer re-signup flows, and feature-tour content so existing customers knew exactly what changed and why it was better.

New features Caliva launch creative
"New Website, New Features" · Caliva launch
Our New Website Has Arrived · Caliva launch banner
"Our New Website Has Arrived" · Caliva launch hero
Airfield Supply Co.
Caliva
Coastal
Varda
Calma
King's Crew
Higher Level
7 retail brands · one unified stack · live in production
Service 02 · Paid Advertising

Paid Acquisition at
Multi-Brand Scale

Cannabis ads live on a narrow set of compliant channels — and at Gold Flora's scale, "managing" them means running coordinated campaigns across 7 retail brands and 5+ owned CPG brands every week.

Surfside · Programmatic + CTV

Cannabis-compliant programmatic and connected-TV — the volume play. Audience targeting plus dynamic creative rotation across the portfolio.

Surfside campaign dashboard
Surfside weekly · 2.88K orders · $260K order value · 19.15x ROAS
4.2x→19.15x
ROAS
$48→$90
Avg. Order Value
800→2,880
Weekly Orders
$260K
Weekly Order Value

A sample of the actual creative we were running — Gramlin, Jetfuel, and the Aviation/Gramlin portfolio mix.

Gramlin prerolls programmatic ad
Gramlin · prerolls
Jetfuel programmatic ad
Jetfuel · cartridges
Gramlin rosin programmatic ad
Gramlin · live rosin AIO
Gold Flora programmatic ad portfolio
Portfolio rotation · Aviation · Gramlin · retail promos

Weedmaps · Managing at Scale

Listing spend, display spend, and brand ads coordinated across every Gold Flora location and product brand on Weedmaps.

Weedmaps dashboard for Gold Flora
Weedmaps · $43K listing spend · $96K on-platform sales · 2.22x ROAS · 3,570 contact clicks
1.1x→2.22x
On-Platform ROAS
$2.40→$1.25
Cost / Visitor
97.83%
Deal Conversion
3,570
Monthly Contact Clicks

Leafly · Directory + Brand Pages

Smaller-spend but high-intent — Leafly users research before they buy. Coordinated across stores with shared creative.

Leafly dashboard for Gold Flora
Leafly · $2.46K spend · $3.25K gross sales · 1.32x ROAS · 5.13% session-to-order

Google Ads · Branded + Compliant

Google's cannabis policies are tight — we ran what's allowed (brand & non-cannabis-specific terms) within compliance.

Gold Flora Google Ads overview
Google Ads · 582 clicks · 238 conversions · $7.73 CPC · $1.84K spend
Gold Flora
Aviation
Jetfuel
Cruisers
Gramlin
RollBleezy
CPG brands marketed in lockstep with retail
Service 03 · SEO

One SEO Budget.
Six Stores. Every Dollar Counted.

SEO across a 17-store, 7-brand portfolio doesn't get a budget per location — it gets one shared pot. We made the strategic call early: focus the spend on two flagships (Airfield + Caliva) and one new store with upside (King's Crew), maintain the rest. The result is below.

1.48M+
Annual Clicks · Portfolio
43.7M+
Annual Impressions
3
Focus Stores · Where Budget Went
6
Stores · Tracked & Optimized

Airfield Supply Co. · Flagship

Largest single-store traffic engine in the portfolio. Concentrated spend, content depth, and technical SEO compounded the lead.

Airfield Google Search Console YTD
Search Console · 12 months
180K→622K
Annual Clicks
5M→17.1M
Impressions
2.1%→3.6%
CTR
34→18.5
Avg. Position

Caliva · Flagship

Brand-driven traffic at scale — organic and direct doing the heavy lifting.

Caliva Google Search Console YTD
Search Console · 12 months
140K→487K
Annual Clicks
3.6M→12.7M
Impressions
2.4%→3.8%
CTR
38→22
Avg. Position

King's Crew · Newer Store, Focused Spend

Hand-picked as a third focus store — newer location, high-CTR audience, room to compound.

King's Crew Search Console YTD
Search Console · 12 months
King's Crew traffic sources
Traffic sources · channel mix
7K→43.4K
Annual Clicks
160K→719K
Impressions
3.2%→6.0%
CTR
40→22.6
Avg. Position

Coastal · Maintained & Optimized

Coastal Search Console YTD
Search Console · 12 months
Coastal traffic sources
Traffic sources · channel mix
68K→212K
Annual Clicks
1.5M→4.88M
Impressions
2.6%→4.3%
CTR
32→17
Avg. Position

Calma · Maintained & Optimized

Calma Search Console YTD
Search Console · 12 months
Calma traffic sources
Traffic sources · channel mix
4K→14.3K
Annual Clicks
180K→647K
Impressions
1.4%→2.2%
CTR
44→28.2
Avg. Position

Varda · Maintained & Optimized

Varda Search Console YTD
Search Console · 12 months
30K→102K
Annual Clicks
2.3M→7.72M
Impressions
0.9%→1.3%
CTR
28→15.1
Avg. Position

Strategic focus > spreading thin

One budget across 7 retail brands and 17 locations is a math problem with a clear answer: concentrate where the ROI is highest. Airfield and Caliva were the established flagships; King's Crew was the newer location with upside. We funded those three hard, kept everyone else on a maintenance plan, and the portfolio compounded together.

Service 04 · Email & Direct Marketing

$4.4M+ in Email Revenue.
Coordinated Across 7 Brands.

Every promo, product launch, holiday, and event ran as a coordinated campaign across every store in the portfolio — synced on AlpineIQ for the cannabis-specific stack. The numbers below are 30-day windows; the totals at the top are running.

Gold Flora email blast revenue overview
All-time email blast revenue · $4.4M+ generated

AIQ Revenue · 30-Day Windows by Store Group

Cross-store sends, segmented by brand. Open rates and ROI tracked at the group level so we can shift creative + cadence per audience.

TPCO Stores AIQ revenue 12.9-12.15
TPCO Stores · Dec 9–15 · 2.36M sends · $592K rev · $584K ROI
TPCO Stores AIQ revenue 12.16-1.16
TPCO Stores · Dec 16–Jan 16 · 507K sends · $150K rev · $148K ROI
Airfield Stores AIQ revenue
Airfield Stores · Dec 16–Jan 16 · 227K sends · 60.27% open · $272K rev
Higher Level Stores AIQ revenue
Higher Level Stores · Dec 16–Jan 16 · 165K sends · $121K rev · $119K ROI

Plus the always-on automated stack

On top of the blast cadence, we set up welcome series, abandoned-cart, browse abandonment, post-purchase, and win-back flows running 24/7 — segmented by store and customer behavior. The campaigns headline the numbers; the automations carry the floor.

Campaign Creative

Launches, collabs, seasonal pushes — every campaign built end-to-end: subject line through hero through CTA, with creative tuned per audience.

Gramlin x Catalyst launch creative
Gramlin × Catalyst · brand collab launch
Gramlin sleep gummy launch
DREAM by Gold Flora · sleep gummy launch
Gramlin 510 thread launch
Gramlin · 510 vape cartridge launch
Gramlin Private Reserve email
Gramlin · Private Reserve giveaway
Gold Flora January retail email assets
Coordinated retail programming · monthly promo set
Service 05 · Loyalty & Mobile App

GoldWallet —
One Loyalty App for Every Brand

Launched on the App Store and Google Play, GoldWallet is the single loyalty + shopping app spanning all 7 retail brands. Sign up once, earn points everywhere, see your history, claim rewards, and shop directly in the app.

GoldWallet app store screenshot 1
Join loyalty · $10 welcome bonus
GoldWallet app store screenshot 2
Earn rewards every time you shop
GoldWallet app store screenshot 3
Exclusive app-only deals + rewards
GoldWallet app store screenshot 4
1M+ loyalty members · pickup or delivery
1M+
Loyalty Members
7
Retail Brands · One App
iOS + Android
Cross-Platform Launch
$10
Welcome Bonus · Sign-Up Driver
The Results

A Cannabis Portfolio Running
on One Operating System

$350K+
Saved / Year
$4.4M+
Email Revenue
19.15x
Surfside ROAS
1M+
Loyalty Members

Running a Multi-Brand
Cannabis Operation? Let's Talk.

Book a free 30-minute call. We'll walk through your stack and what we'd do differently — no pitch deck, just a real conversation.

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