73% Repeat Visit Rate: How Luxury Leaf Turned First-Time Shoppers Into Loyal Dispensary Customers

When Missouri’s medical market came online in 2022, Luxury Leaf opened its doors with a clear priority: “Our biggest thing was that we always wanted to put the patients first.” For the Williams family, that commitment to community wasn’t new. They’d called the south side of St. Louis home for decades, in a building Mike’s mother has owned for over 20 years.

As the first Black and woman-owned dispensary in the state of Missouri, Luxury Leaf provided a place for all Missourians to learn, explore, and buy cannabis with confidence. “When you come in, we’re calling you by name, not because we just scanned your ID, because we see you every week,” Mike shared.

But building that kind of community takes more than heart. It requires systems behind the scenes that run smoothly and work well together. Luxury Leaf had pieced together a tech stack that did the opposite; they knew it was time for a change.

The Switch

A Foundation Built to Simplify Operations and Convert Traffic

Before switching to Dutchie, Luxury Leaf’s online experience wasn’t living up to the standard they’d set in store. For a dispensary built on brand recognition and community, they needed an online presence that could do what their in-store experience already did: bring in new customers, keep them coming back, and grow their community further.

The Luxury Leaf team started searching for a platform that could connect everything and deliver an improved online experience: “When I looked at some of the other dispensaries in the area that were using Dutchie, I’m like, yeah, this menu feels much better,” Mike recalled. “It looks professional. It feels like you’re on something that’s official.”

With their e-commerce decision made, Luxury Leaf took it a step further and brought their entire operation onto Dutchie. With POS, e-commerce, payments, loyalty and marketing all living under one roof, the operational weight of managing multiple disconnected platforms finally lifted.

“It’s much easier when you have everything in one software. I don’t have to have a million logins. I don’t have to train my team on different platforms. Everything is in Dutchie.”

Mike Williams, Co-Founder, Luxury Leaf

SEO & E-Commerce

Growing Traffic with Bud Authority and
Dutchie E-Commerce Pro

With Dutchie E-Commerce Pro, the look and feel was professional and the customization was intuitive, making it simple to keep the site and menu promotions on brand: “With things like banners, it’s easy for us to build, attach links, let it go and it'll do what it needs to do,” Mike shared. “From a visual standpoint for the customer, I don’t see anything better.”

With their site built out to convert, Luxury Leaf brought in Bud Authority, a cannabis-specific SEO agency and Dutchie Certified Partner, to drive traffic to it. “I needed an SEO company that’s specifically for cannabis, that understands our industry and understands what works,” Mike said. Working directly within E-Commerce Pro, Bud Authority built out Luxury Leaf’s organic search presence and put their brand in front of new customers.

“What makes Luxury Leaf work is that our team never has to optimize in a vacuum. Working directly in sync with the Dutchie team and E-Commerce Pro, Luxury Leaf’s SEO, AI optimization campaign, and storefront move as one system, so the new demand generated actually converts. In cannabis you can’t pay your way onto Google, so organic has to carry everything; when your search presence and menu live in the same place, you stop guessing and start compounding. That’s why 91% of Luxury Leaf's top ranking search terms are now category searches like ‘dispensary near me’ or ‘weed dispensary.' It’s new-customer demand, exactly what we’re paid to grow.”

Mark Wallace, CEO, Bud Authority

The results speak for themselves: since partnering together, Bud Authority has reported a 35% improvement in impressions quarter-over-quarter, non-branded clicks up 30% since launch, and a 17% increase in direct requests year-over-year for the Luxury Leaf site.

“Bud Authority has been able to put a lot of new eyes on us and drive a lot of new traffic to the store. When people say they found us through Google, in my mind, that’s Bud Authority.”

Mike Williams, Co-Founder, Luxury Leaf

But driving traffic was only half the equation. Once customers arrived, Luxury Leaf needed a way to keep them coming back.

Loyalty & Marketing

Reengaging Lapsed Customers with Loyalty and Marketing Pro

With Bud Authority driving traffic and Dutchie E-Commerce Pro converting it, Luxury Leaf had a steady stream of new shoppers coming through the door. The next priority was keeping them. “It’s much cheaper to win back consumers that have already been to you versus marketing to brand new consumers,” Mike explained. That’s where Dutchie Loyalty and Marketing Pro came in.

The platform gave the team a clearer picture of their customer base than they’d ever had before. “We didn’t realize how much information we hadn’t captured from our clients or our consumers in the past,” Mike shared. With data spanning customer attributes, spending and visit behavior, brand preferences, and product interests, Luxury Leaf could finally build campaigns tailored to the right customer.

They got to work closing contact gaps and building out SMS campaigns, starting with a win-back campaign for lapsed customers. “We analyze which customers haven’t been in for 60, 90, 120-plus days and figure out what campaigns we can run to get them to come back,” Mike said. By running campaigns like these, Luxury Leaf has built out their loyalty program. Since launching Loyalty & Marketing Pro in December 2025, they’ve seen a 73% repeat visit rate, turning new visitors into a returning customer base.

Payments

Pay by Bank: A Payment Method Customers Can Count On

As Missouri’s payment landscape shifted in 2026, Pay by Bank became one of Luxury Leaf’s most valuable tools. With cashless ATMs no longer a reliable long-term solution, having a compliant payment option that kept the customer experience seamless became essential:

“When stuff like that comes up and you have something like Pay by Bank to lean on, it’s invaluable.”

Mike Williams, Co-Founder, Luxury Leaf

For customers, the benefit is straightforward. With Pay by Bank, they skip the transaction fees and the trip to the ATM entirely. “You sign up one time, you’re good. You might take an extra 60 to 90 seconds to go through the sign-up process, but once you do it, you’re locked in,” Mike shared. With a consistent payment method simplifying the path to purchase, the team can focus more time on guiding customers to the right products.

For Luxury Leaf, Pay by Bank has become a payment option customers rely on, with 24% of all transactions in the last month processed through the platform and checkouts moving smoothly even as the regulatory environment continues to shift.

The Partnership

A Partnership Built to Last

Four years into their relationship with Dutchie, what stands out most to Mike isn’t just the platform, it’s how the company operates: “When you give them feedback on things, they take it into account and try to figure out a solution,” he shared. For Luxury Leaf, that kind of collaboration meant no waiting around or catching up. The platform evolved with them:

“I’ve seen a lot of growth from Dutchie. They understand that it’s easier for dispensary operators when we can keep everything under one roof versus spreading ourselves thin.”

Mike Williams, Co-Founder, Luxury Leaf

With the Dutchie platform and Certified Partner Bud Authority, Luxury Leaf has seen 26% year-over-year gross profit growth.

The Results

Final Results

Luxury Leaf came into a competitive market with a clear sense of who they are and who they serve. With Dutchie’s unified platform, Bud Authority’s SEO expertise, a loyalty and marketing strategy built around genuine customer relationships, and a simple way for those customers to pay, they’ve turned that identity into measurable growth.

According to Bud Authority, since partnering together Luxury Leaf has seen a 35% improvement in impressions quarter-over-quarter, non-branded clicks up 30% since launch, and a 17% increase in direct requests year-over-year.

On the Dutchie side, the results run just as deep: a 73% repeat visit rate since launching Loyalty & Marketing Pro, 24% of transactions through Pay by Bank in the last month, and 26% year-over-year gross profit growth.