How to stop counterfeiting: Lessons for retail from cannabis brands
Counterfeiting isn’t just a problem for luxury brands anymore — it’s something all retailers have to be prepared for, especially as e-commerce continues to grow.
While counterfeits have long been associated with high-end fashion, footwear and accessories, other industries are now facing similar threats, and cannabis is a prime example. Over the past five years, my work with cannabis brands has given me firsthand experience in developing strategies to combat counterfeiting while building customer loyalty.
The tactics we’ve used in this space can be applied to traditional retail, and in some cases, they’re the next logical step for a brand’s anti-counterfeit strategy.
Here are three practical strategies cannabis brands are using that can help retailers protect their products and strengthen customer relationships.
1. Transform packaging into a verification tool
In industries like cannabis, where trust is essential, packaging plays a vital role in confirming authenticity. One solution we implemented for our clients was integrating near-field communication (NFC) technology directly into the packaging. With just a tap of their phone, customers can instantly verify that a product is genuine, building confidence from the moment they open the box.
This technology isn’t limited to cannabis. Retailers of all types—especially those in sectors prone to counterfeit goods like electronics, cosmetics, and luxury apparel—can benefit from turning packaging into a first line of defense. NFC tags, QR codes, or other digital verification methods embedded in packaging provide a simple and cost-effective way to offer customers peace of mind. With the rise of resale markets and online shopping, this kind of transparency is becoming a must-have.
2. Use packaging to deliver ongoing engagement
While authentication is the first step, packaging can also serve as a touchpoint for ongoing brand interaction. In cannabis, once customers used NFC to verify a product’s authenticity, we offered additional content, from product information and recommendations to details about the brand’s story.
Retailers in any sector can take advantage of this by turning their packaging into a tool for deeper engagement. For example, customers could scan a code on a skincare product to receive personalized tips, or on a pair of running shoes to learn about upcoming product launches. By integrating packaging into a broader brand experience, retailers can not only deter counterfeiting but also drive repeat engagement long after the initial purchase.
3. Leverage data to build loyalty and predict future purchases
One of the biggest lessons from the cannabis industry is how data can be used to create personalized shopping experiences. By tracking customer patterns, we’ve helped cannabis brands anticipate and facilitate repeat purchases.
This predictive approach isn’t limited to cannabis. Retailers with a data-driven mindset can use similar strategies to boost their own customer loyalty programs. Whether it’s predicting when a customer will need to restock household goods or offering personalized promotions for clothing based on previous purchases, retailers can build trust and loyalty by anticipating customer needs. The more personalized the experience, the more likely a customer is to stay loyal.
While the cannabis industry might seem like an unlikely source of inspiration, it’s facing many of the same challenges that retailers are encountering today. The key takeaway for retailers is this: counterfeiting will continue to evolve, but so will the tools available to fight it.
By investing in smart packaging, leveraging data, and creating experiences that go beyond the point of purchase, retailers can build stronger relationships with their customers and stay one step ahead of counterfeiters.
