Retail Zipline enabled Parallel to open 39 stores during the pandemic

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Asset: Retail Zipline enabled Parallel to open 39 stores during the pandemic

Press | April 30, 2021

Retail Zipline enabled Parallel to open 39 stores during the pandemic

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Messaging

Cannabis retail conglomerate Parallel is making sure that its new store managers keep up with the buzz from corporate headquarters. Atlanta-based Parallel is a privately-held, vertically integrated, multi-state cannabis retailer operating banners including Surterra Wellness, New England Treatment Access, The Apothecary Shoppe, and Goodblend. In an exclusive interview with Chain Store Age, Tressa Dhiab, VP of sales, Parallel, explained how Surterra Wellness deployed the Retail Zipline communication platform to help open 39 stores across Florida during the 2020 COVID-19 pandemic, and continues leveraging it to connect stores and corporate headquarters. “Retail Zipline helped facilitate communications across Parallel’s leaders during the COVID-19 pandemic, which allowed us to create a nimble and forward-thinking retail and operations strategy,” said Dhiab. “We selected the Retail Zipline platform to help streamline task management and enable efficient information sharing across our multi-state retail and operations network. As a result, store managers and field leaders were able to spend more time with associates and consumers to create exceptional cannabis wellbeing experiences at retail.”

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A UTM is a set of parameters added to a link that tells Google Analytics how that visitor got to our site. And this form helps you make one!

Don't forget, whatever you fill in here will be seen by whoever you share the link with, so be sure not put anything in here that wouldn't necessarily be obvious or worse, could be insulting; ex. don't make the 'campaign' tier-3-prospects.

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If there is a gated version (behind a form fill), you will be able to select the gated or ungated (direct to the content) link.

Most common Zipline sources are:

linkedin
salesloft
paid
sales
qr-code
newsletter

The 'Source' is where the traffic is coming from, or the referrer.

Most common Zipline medium are:

social
email
banner
sem
event

Medium describe 'how' the traffic is coming to the site. So for example, clicks from LinkedIn or Twitter are coming through social media, so we simply call it 'social'. Another example is for email newsletter or direct sales email, the medium would be 'email'.

Current campaigns include:

zipline360
retail-talent
nrf
abm
holiday-comms

The campaign is an internal description of whichever campaign the link is a part of. Are you promoting an event like NRF? use 'nrf'. Maybe it's part of a new marketing campaign, then use the name of that campaign!

Term is optional, but can be used if there is a keyword associated with where you're sharing the link. This parameter is generally used to identify the search term used to find a paid ad for example.

Content is a good parameter to use when you are sharing multiple links from the same source/medium. If you have the same link in two different LinkedIn posts, you could use 'content' to differentiate based on the thumbnail used, or time of day. For example, 'Content' could be 'wed-afternoon' and 'thurs-morning' to describe when it was posted, or 'platform-thumbnail' or 'man-holding-clipboard' to describe the image associated with the link.

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