The Opportunity of a Digitally Enabled Ag Retailer
Change is certainly nothing new in agriculture, writes Faye Bliese at CropLife. Neither is technology. From the introduction of fertilizer to hybrid seeds to precision farming, technology has allowed growers to steadily produce more from each acre for decades.
What is new, however, is the rate of change. From generational transitions to technological advancements, there’s little doubt that farming will look very different 10 years from now.
Ag retailers are in a unique position to help growers navigate these rapid changes. With established relationships built on trust, producers regularly rely on retailers for their advice and expertise. This is especially true for factors such as crop production and grain marketing.
But growers are frequently looking for more from their retail partners. A study by McKinsey points out that, “While farmers typically use a combination of digital and physical channels in the course of their buying journeys, an inability to access the right expertise at the right time and limited mobile functionality have left many farmers dissatisfied.”
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The study goes on to say, “…established companies have significant advantages, including long-standing relationships and deep knowledge of the farming industry. With competition likely to intensify, they need to play to those strengths as they create the integrated omnichannel environment that farmers want.”
Basically, growers are like anyone else. They are part of the digital economy in their personal lives, utilizing smartphones, social platforms, eCommerce sites, and online banking. They use digital tools to make their lives easier, and increasingly they look to digital outlets for their farming business as well.
By embracing digital technology, ag retailers have an opportunity to grow their business by enhancing relationships with their grower customers. They’ll continue to be the trusted advisor, while providing new ways for producers to do business where, when and how they prefer.
What Digital Is – and Isn’t – for Ag Retailers and Growers
Adding a digital component to a retail business can be perceived as a threat, so it’s important to understand and communicate that digital is not a replacement for a relationship with the grower. Instead, it is an enhancement that helps professionals do more of what they love to do and less administrative work that eats up time.
We see it with our current retailer partners who have been able to strengthen relationships and spend more time in the field.
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