In the competitive landscape of agriculture retail, Mercer Landmark is setting a new standard by fully digitizing its loyalty program, Landmark Maxx. Having had a loyalty program as a part of their customer experience for some time, a partnership with GROWERS took Landmark Maxx to unrealized levels.
Today, Mercer Landmark is able to use technology and robust analytics to align their loyalty program with the strategic goals of the organization and bring added benefits to their farmer customers.
Neal Horrom, COO of Mercer Landmark, shared his excitement about the transformation: “By digitizing Landmark Maxx, our customers now have full visibility into their rewards. They can see how their purchases across all our business segments—agronomy, grain, and energy—are also giving them real value through rewards they can use exclusively at Mercer Landmark.”
Previously, Landmark Maxx was reliant on manual tracking for rewards, incentives or discounts, limiting its potential to deliver maximum benefit to customers and the business alike. While this is common across the agriculture retail sector, the management at Mercer Landmark recognized that digital rewards programs worked in other consumer industries. They asked the question- how can we create a branded loyalty program that seamlessly integrates with our technology systems and allows us to interface with our customers?
After connecting with GROWERS and learning their platform brought that opportunity to creatively steer purchasing behavior and digitize a loyalty program for agriculture retailers, Mercer Landmark was able to create a data-driven system that goes beyond basic discounts. Their re-envisioned program uses dynamic tiers, hurdles, and purchasing segments to incentivize cross-segment spending, encouraging customers to consolidate their purchases at Mercer Landmark and receive more benefits from doing so.
For example, grain-only customers, who historically might not have considered making agronomy purchases from Mercer Landmark, are now given a compelling reason to diversify their buying patterns.
“This program has allowed us to strategically incentivize customers across multiple segments, which helps us drive sales in areas they may not have traditionally engaged with,” Horrom explained. “It’s a win for both the customer and Mercer Landmark.”
The structure of their program is simple, yet effective: every point earned is worth $1, and points can only be redeemed through Mercer Landmark. This guarantee of loyalty creates a natural lock-in effect. Customers are motivated to continue their business with Mercer because they know their rewards will lead to future savings.
Tracking, allocation and redemption of points are seamlessly managed for the retailer and the customer by GROWERS, but fully branded as Landmark Maxx. The ease for customers and increased touch-point opportunities for the retailer to drive engagement makes it a natural fit for agriculture retail.
Taking its loyalty program one step further through capabilities developed by the GROWERS platform, Landmark Maxx also integrated manufacturer participation. Manufacturers can fund incentives for their product sales, which are then allocated into a dedicated rewards wallet. These points can only be redeemed for the manufacturer’s products, exclusively at Mercer Landmark.
This comprehensive loyalty program model benefits everyone involved: farmers save on their input costs, manufacturers boost product sales, and Mercer Landmark strengthens customer loyalty without sacrificing critical margins.
Horrom also emphasized the mutual impact of this program integration: “The shift from traditional discount-based incentives to a loyalty-driven system benefits not only us and the manufacturers we partner with but also our farmers. It helps us protect margins while lowering a farmer’s cost per acre—something that’s vital in today’s market.”
Mercer Landmark’s Landmark Maxx program is now more than just a rewards program—it’s a strategic tool for future growth. By giving customers reasons to consolidate their purchases and rewarding them for loyalty, Mercer Landmark is positioning itself to thrive in a rapidly competitive and evolving market.
As Horrom noted, “Our investment in this digital transformation is allowing us to build deeper relationships with our customers while staying ahead of the curve in agriculture retail.”
To learn more about Mercer Landmark’s loyalty program, Landmark Maxx, visit https://mercerlandmark.com/landmark-maxx/
