PEI Cannabis Management Corporation - 2019 Annual Report

TACTICAL SUMMARY To be viewed as the preferred source of adult- use cannabis, PEI Cannabis sought to build an accessible sales network and an effective introductory product offering. This was influenced by rigorous analyses of existing customer insights, and was done with the goal of offering an educational and highly-engaging retail experience. Special attention was given to stakeholder engagement in the planning phase of store network design to ensure the unique sensitivities surrounding cannabis sales would not lead to adverse impacts on the community (e.g. reducing exposure to youth, etc.).

To facilitate sustainable interest in PEI Cannabis as a source of adult-use cannabis upon launch, PEI Cannabis executed tactical plans focusing on Sales Channel Design and Customer Service. It has achieved reasonable short-term success in these areas, but has also identified some key challenges and opportunities in terms of sustaining and building on customer engagement and satisfaction in the medium-to-long term.

18 www.peicannabiscorp.com • 2019 Annual Report