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Tech platform launched to help people find the perfect CBD product for them

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The Molecule wellness space in Notting Hill

Coming from the fast-paced world of finance, Molecule founder Daniel Zemmour thought CBD was a fad. Now he’s launched pioneering technology to help people find the product that’s best for them.

A trader in the finance world, Daniel Zemmour was highly stressed, experiencing anxiety and having trouble sleeping, when a friend recommended CBD.

But after splashing out on a whole bunch of products and seeing no results he was left feeling sceptical.

“I put it down as a lost cause until I saw my cousin, who takes highly-concentrated CBD for his ADHD,” he said.

“The effects were unbelievable so I started researching and discovered how amazing CBD is – but there are so many misconceptions about it and differences between brands and testing.”

This was the motivation behind Daniel leaving the stresses of the finance sector and setting up Molecule, a multi-brand company selling high-quality CBD products, which launched in 2019.

With limited regulation surrounding products in the UK, the team travelled to cannabis industry hot-spots in the US, including the West Coast, Colorado and New York to source the best products on the market.

From around 200 popular brands they narrowed it down to 15 which lived up to their standards.

“The core focus of the company is making sure that the product is tested properly and the surrounding components of the oil are safe to take, good for the body and don’t cause any bad reactions,” said Daniel.

“We bring in products and brands that are focused on what they do and respect the CBD that they work with.”

The team makes sure every product is triple batch tested – meaning each batch is tested three times by third-party laboratories – and it then undergoes further testing before it goes on sale.

The Molecule wellness space which opened at the beginning of this year, on Westbourne Grove, Notting Hill looks like it fell from CBD heaven.

The luxury store has a meditation studio and health bar serving homemade cakes, coffee and teas – with or without CBD – with the team on hand to provide one-to-one support and advice.

And now Daniel and the team are giving online customers the same personalised experience with their unique algorithmic technology platform.

The Molecule Navigator, which launched in June, helps those using the website to find the right products for them by bringing the knowledge and expertise of the team to them virtually.

An option-based six-step algorithmic guide, which can be accessed by the Molecule homepage, uses similar algorithms to Amazon’s AI customer recognition and recommendation mechanism, to recreate the CBD shopping experience.

The guide navigates customers safely through a personalised journey and a series of questions, to the exact CBD match for their particular health concerns. At the end of which, based on their responses, the Navigator will recommend the best products for the user.

“During the lockdown, we wanted people who were having to shop online to have a similar experience as they would when they come and see us in the store,” said Daniel.

“When they come into the shop we spend time with them and ask them questions – such as if they’ve tried it before, any health concerns they have – we’ve moved that whole process online.

“Some people will always prefer to buy what they want, but others got a big kick out of it and viewed it as a really cool thing to use.”

Molecule saw online sales skyrocket during the height of the pandemic and since the store reopened as the UK emerged from lockdown in June the team reports a huge increase in the number of customers coming through the door.

But Daniel is committed to what he describes as the “slowly but surely” approach, rather than taking advantage of the current wave to “make a quick buck”, taking over a year to do product research and learn everything there is to know about different brands.

“Most CBD shops will have customers coming in blind, not knowing what they are buying, as well as people who look at it and think it’s just another fad,” he said.

“I was one of those people but I was proven wrong. I want to make sure that the customers who buy our products go away saying ‘wow this stuff actually works’.”

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