Why Omnichannel Experiences Beat Transactional eCommerce in Ag Retail

A “Sputnik moment” is when a group realizes that they’re threatened by the technological developments of a competitor and have to double down on their efforts to catch up. The term comes from when the Soviet Union launched the first satellite, the Sputnik 1, beating the USA into space. Similarly, the entrance of Farmers Business Network into selling crop protection caused concern for many ag retailers. While calling the entrance of FBN a “Sputnik moment” would be giving them far too much credit, it did cause the industry to re-evaluate a few long-standing beliefs about the way growers want to do business.

The immediate focus in ag retail circles became the pivotal online transaction. Retailers began to ask how much business they would lose to eCommerce-only third parties that were selling products at discounted, no-service prices. While this was a practical question at the time, the landscape has since shifted.

Read the full article: https://www.blog.agvend.com/post/why-omnichannel-experiences-beat-transactional-ecommerce-in-ag-retail

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