Bringing Expert Knowledge to the Digital Grower and Ag Retailer Relationship
Agribusiness may be going increasingly digital, but with the right technology ag retailers can maintain the personal touches that have made them trusted advisors.
A 2019 report by global research firm McKinsey highlighted that growers are nine times more likely to trust in-person sales reps than their own online research. Furthermore, it noted that two-thirds (67 percent) of farmers rely on reps and dealers during the initial purchase stage, and more than three-quarters prefer human interactions to digital ones when they have questions about a product’s usage and service.
However, some of the biggest pain points for farmers when it comes to the buying process come down to reps not having access to the information they needed at the point of purchase: 50 percent couldn’t get pricing data, 41 percent said they couldn’t easily compare products, and 36 percent were unable to get the specific product details they wanted.
This lack of – on the face of it, basic – background knowledge means that, through no fault of their own, many ag retailers offer limited value to customers. Moreover, a lack of interoperability between systems means agronomists are unable to assess factors such as regional conditions or, crucially, access the specifics of an individual farmer’s business. That information should, in theory, be readily available for them – but it isn’t.
Graeme McCracken, CEO at Proagrica, says: “Best practice from market leaders in the B2C space means ag retailers are now being judged by the standards set by the likes of Amazon and Apple that are differentiating through data-led experiences. Consequently, growers increasingly expect the same types of slick and seamless customer experiences. If incumbents don’t act fast, they will see their market position chipped away by digital-first challenger brands.”
So how can ag retailers develop an omnichannel approach that maintains the agronomists role as a trusted advisor, while also creating engaging digital experiences that allow growers to manage their account, orders and gain valuable insight from their field data?
Connect the data dots
Growers would, naturally, prefer to work with agronomists who have all the relevant background details immediately at hand. This means understanding the customer’s specific requirements and having access to information on all the applicable products and services their employer has to offer.
McCracken comments: “Agriculture generates more data than any other industry and, historically, it’s been challenging for ag retailers to unlock the inherent value this presents. Consequently, key information gets missed or isn’t available at point-of-sale so conversion opportunities are lost. This has made ag retail experience frustrating for all parties.”
The challenge is that growers’ interactions with ag retailers typically come through a broad range of channels in line with the customer’s context at any given time. This can take in conversations with both agronomists and reps, which can be conducted in-field, in-store, over the phone or online. It’s all too easy for key information to fall between the cracks and for sales opportunities to be missed.
To make matters worse, we have all come to expect more of the customer journey now. The McKinsey report also noted that growers want access to reps on an ongoing basis, and ideally 24/7.
In essence, this means customers are looking for expert guidance from people they trust that builds on the smart use of their data, and they want it as and when they need it. That’s a big ask in a market as vastly complex as agriculture. “Unifying ag retailers’ existing systems and sales channels can feel overwhelming in an ecosystem that’s as complex as agriculture. However, it’s not an insurmountable challenge thanks to the data and tech available to us today,” McCracken said.
The ideal solution must take advantage of advanced data connectivity across the supply chain to remove the barriers for reps. In practice, retailers need digital hubs capturing information from across all customer touchpoints and offering quick access to key account management information and payment options through intuitive digital dashboards.
Retailers who adopt this technology-led approach can unlock benefits in three key areas.
1. Show the CRM of the crop
This year, Proagrica conducted its own research on the situation US ag retailers are facing. Respondents still reported widespread usage of manual spreadsheets and a limited uptake of customer relationship management (CRM) systems.
Manual processes, stifled communication, and a lack of visibility into growers’ business situations are the top concerns for ag retailers. The survey noted 69% of respondents reported using precision ag tools, yet only 16% employed CRM systems. Meanwhile, 77% primarily still use spreadsheets, email, and phone calls to manage customer relationships.
Moving away from those limiting and time-consuming tools in favor of better connectivity for reps and developing CRM systems is the key to driving efficiencies and improving customer satisfaction. Customers and reps need to be able to see orders, account balances, messages, recommendations, quotes, and contact details at the touch of a button.
That ultimately offers a better customer experience for growers. As McCracken says, “Reducing the time wasted on administration offers retailers an opportunity to concentrate on adding value to their customers. Understanding their pain-points in granular detail helps agronomy and retail teams collaborate more effectively to promote the right products that will help the grower meet quotas and rebate targets.”
2. Planting the seed of an idea
Advanced data connectivity does not only help retailers streamline farmers’ existing working practices. It also helps reps to recommend and specify newer products and services that would help customers future-proof their operations.
The McKinsey report noted that growers learn about most of the latest breakthroughs at trade shows or via independent research, rather than through reps and sales channels. Greater connectivity would better place reps and agronomists to share innovations directly – extending an opportunity for ag retailers to further cultivate customer relationships.
3. Make better use of agronomists’ time
If agronomists and reps have the data that farmers want at their fingertips, it means less wasted time going back and forth checking over purchase history details or sourcing information. Instead, their time could be used in much more productive and strategic ways.
As McCracken puts it, “The immediate advantages to the ag retailer are improved customer engagement and loyalty. It breaks down the barriers between grower and retailer, building trust to elevate the supplier/client relationship to the status of valued partnership.”
However, Omnichannel can also open up new revenue streams in allowing reps to recommend products and services that will help customers future-proof their operations.”
However, there are also long-term benefits that come from the ability to identify specific products that meet the grower’s needs while also fulfilling the retailer’s own targets. For example, if product A and product B are both applicable, but product A would be more beneficial for the ag retailer (in terms of meeting quotas or managing rebates, for instance) then the rep can focus on promoting that product.
An Omnichannel Solution
Proagrica has been working to develop the data integration, analytics, and dashboard tools that field and phone reps need. The new Omnichannel Platform integrates existing systems and sales channels to seamlessly automate the digital interaction between ag retailers and growers.
This includes customer-specific pricing, and ties in interactions with agronomists and reps, whether these have been conducted in-field, in-store, over the phone or online. It overlays this information with customers’ own agronomic data and account information which they can add and update using a self-service interface.
Growers can also place, evaluate, and track orders 24/7, view their account balance and review messages within a user-friendly interface that is branded to the retailer’s specifications. The integrated portal supports growers’ preferences, regardless of how they prefer to buy. Flexible payment options include pre-pay, pay by account and the option to pay by bank transfer.