As mainstream cannabis consumption reaches new records year-over-year, smaller brands and retailers must adopt more personalized and strategic methods to reach their target consumers, especially before interstate commerce opens up. However, this can be a challenging feat for legal businesses given current restrictions on social media and direct-to-consumer inroads for brands. In this panel, executives from leading cannabis e-commerce and digital marketing companies will discuss how local and BIPOC-owned businesses can maintain a competitive edge and create exceptional consumer experiences by leveraging retail data, product tags and customer reviews. Panelists will also examine how brands can compliantly reach consumers directly and forge truly authentic, and loyal, relationships.