Interview: SiteOne Partners Program Director Courtney Adair

SiteOne Landscape Supply is partnering with full-service agency Lawnline Marketing to help its Partners Program members market and build their businesses. The partnership will give SiteOne Partners Program members discounts on marketing services and access to both marketing content and expertise geared specifically to landscape professionals to help their businesses grow.

“We know finding time to market and build a business can be tough in an industry as busy as ours,” said Courtney Adair, Senior Director of Loyalty and Lifecycle Marketing at SiteOne Landscape Supply. “That’s why we are proud to bring out Partners Program Members a variety of tools and insider tips to help take their marketing to the next level.”

Loyalty and rewards program

We spoke with Courtney Adair, Senior Director of Loyalty and Lifecycle Marketing at SiteOne Landscape Supply, to learn more about the company’s loyalty and rewards program. 

“Partners Program members are landscape contractors; they’re business owners,” said Adair. She added that SiteOne counts thousands of individual businesses as members. SiteOne started the program many years ago, and Adair said the company “refreshed it recently to make it more customer friendly.” Before joining SiteOne nearly three years ago, Adair worked on Delta Airline’s SkyMiles loyalty program.  

In the SiteOne program, members earn one point for every $1 they spend at SiteOne. When a member reaches 5000 points, they “unlock” the points for use in a variety of forms. “Members can redeem points for gift cards,” said Adair. “Account credit is also a big one. Members have access to a lot of unique merchandise, not just SiteOne branded items but electronics and tools and more. They can also redeem points for events and experiences. Many of our business-owner members use the gift cards as bonuses for their crews at year end. Our goal is to provide flexibility for our members to use the rewards in a way that is best for them and their business.” 

Adair said the Partners Program has seen significant growth recently, “double digit growth year over year since our relaunch in the Spring of 2023,” she said. The program is not just dollar-for-points rewards. 

Expanded marketing support

SiteOne Partners Program members get access to the Marketing Toolkit where they can order marketing basics such as business cards, lawn signs, truck magnets and other printed items. The newly launched relationship with Lawnline Marketing provides members with free marketing tips weekly, plus discounts on their Lawnline services, like fractional marketing help, digital marketing guidance, or other consultative services. “Lawnline is a full-service agency and can help our members in a wide variety of ways to reach customers and prospects,” said Adair. 

Landscape contractors can get other business assistance through the Partners Program including access to ADP for HR services, or discounts on services such as phone plans, fleet services, and tools like Home Advisor. 

“SiteOne is the largest supplier in the country serving landscape professionals,” said Adair. “We don’t want to stop there. We want to be a partner for our customers. Our Partners Program is another way we show up for our customers. When they grow their business, we can grow. When we invest in their success and make them feel rewarded, they will enjoy working with us. We provide a lot of value through our rewards program, and we’re constantly thinking of new ways we ca help our members. We want to create a relationship with our Partners Program members; it’s not just a transactional interaction.”