Retailer Reordering Optimization

Reducing friction in the multi-store purchasing experience to help busy retailers work more efficiently.

Company
LeafLink

Role
Product Design & research

Timeframe
Q1 2025

This project focused on improving the reordering flow for retailers on LeafLink. It's one of the most frequent but frustrating tasks they do. We saw an opportunity to reduce friction, save time, and better support their day-to-day needs, especially knowing they often aren’t working from a computer. We wanted to meet them where they’re at and make this experience as smooth as possible.

LeafLink is a digital platform designed to streamline wholesale cannabis commerce. It connects licensed cannabis brands (sellers) and retailers (buyers) to facilitate order management, payments, logistics, and brand exposure in the cannabis industry.
Cannabis retailers, aka dispensaries, purchase cannabis products to sell to consumers. LeafLink supports them by providing a centralized platform to discover new brands, place orders, track deliveries, and manage payments, simplifying the purchasing process and improving operational efficiency.
Cannabis brands focus on making a variety of cannabis products, including flower, vapes, edibles, and accessories. LeafLink helps these brands by offering a marketplace for wholesale sales. This increases their visibility and helps them manage orders, track payments, and gather important insights. These insights are vital for improving sales and marketing strategies, contributing to their success in the competitive cannabis market.

Challenge

Understanding the Retailer’s Perspective

Cannabis retailers work differently than users in many other industries. They’re on the floor, not behind a screen. They rely heavily on conversations, real-time inventory awareness, and quick decision-making. The old ordering flow had way too many steps and wasn’t mobile-friendly, so we knew it wasn’t working for them in the moments they actually needed it.

Goal

Bring Retailers Back on the Platform

(especially ones that ordered for multiple locations)

More retailers on the platform means a greater overall GMV. So, how can we effectively meet them where they currently are? We came to the conclusion that we needed to focus on two key areas at a high level: first, making it simpler and more convenient for them to reorder the products they purchase most frequently; and second, finding a faster, more efficient way for them to place their orders.

RESEARCH

Quantitative Analysis & Qualitative Insights

Our research combined both quantitative analysis and qualitative insights to offer a thorough and comprehensive view. We gathered extensive data collected over many years from retailer interviews, detailed surveys, NPS comments, and valuable support feedback. By utilizing FullStory, we were able to effectively observe drop-off points and gain a deeper understanding of user behavior. This research has highlighted that the challenges and issues we have identified have consistently been increasing and growing over the past several years.

what we found

~95% of Orders are Reorders, ~5% are Discovery

Our findings indicate that approximately 95% of orders are reorders, while only about 5% are from new discoveries.

This raises an interesting question: if searching for familiar brands is just as tedious as finding new ones, why do we see such a high percentage of reorders?
The data suggests that customer loyalty plays a significant role in purchasing behavior.
Understanding this dynamic can help us improve the shopping experience for both repeat and new customers.

before

The Ordering Process

Stores with multiple locations had tedious and repetitive steps to an already clunky experience.

Ordering from a single brand for 1 store took about ~10 clicks

Ordering from a single brand for 2 stores took about ~15+ clicks

Ordering from a single brand for 3 stores took about ~20+ clicks

... and so on and so forth

Multi-location retailers were impacted the most

These retailers experienced a significant impact, especially when switching between different locations within their systems. Each switch resulted in a page reload time of approximately 6 seconds, a delay that can be particularly frustrating and disruptive for users. This noticeable lag likely contributed to a negative overall customer experience and decreased operational efficiency.

Additionally, the sticky totals module was not sticky on mobile devices. It was located at the very bottom of the screen, meaning that every time customers wanted to add selected products to their cart or switch locations, they had to scroll all the way down, compounding the inconvenience caused by the loading delays.

DESIGN

What we landed on

We created a widget for new brands that increases user engagement by providing timely, relevant information. We're also launching a multi-location ordering tool to make ordering easier for users managing several locations. The slide shows how these features fit seamlessly into the current interface, improving functionality and user experience.

Recently Purchased Brands Widget

The dashboard was one of the most heavily trafficked pages on the site. Users spent a significant amount of time on the dashboard to quickly get an overview of what was happening with their account. This feature eliminated the need for retailers to bookmark their favorite brands manually, making it much more convenient. Additionally, it provided valuable insights into which brands or vendors they were purchasing from the most, helping them make informed decisions.

Multi-location Ordering Modal on the Brand Menu

Quick actions are displayed prominently and trigger a modal window, allowing users to add quantities of a product across all their locations seamlessly. This approach eliminates the need to switch between locations and wait for the menu to reload every time, streamlining the process significantly. Additionally, it provides more detailed information on volume discounts compared to adding quantities through the regular input method. We also conducted A/B testing on the feature names, comparing "Multi-store Add" and "Bulk Cart Add" to determine which resonates better with users.

Mobile Optimization For On-The-Go Ordering

The Recently Purchased widget is positioned above the fold on mobile devices for easier access. Clicking on it takes users directly to that specific brand’s menu, simplifying navigation. On mobile, users no longer have to scroll all the way to the bottom of the page to change locations, saving time and effort. Additionally, a modal now pops up allowing users to add quantities from anywhere on the page. Overall, this update has removed more than four clicks per location, significantly streamlining the user experience.

RESULTS

Early Results and Impact

We've received strong feedback from support, particularly highlighting positive experiences from mobile users.

Notably, we've seen a 32% increase in faster order completion.
Additionally, there has been a 40% reduction in the number of clicks needed to complete orders.
Lastly, we are also witnessing a 22% increase in multi-store orders.