GROWERS to advance agriculture loyalty programme through use of AI
Published by Emilie Grant,
Editorial Assistant
World Fertilizer,
GROWERS, a provides of agriculture retail solutions, has announced the results of its customisable loyalty programme technology, now enhanced with advanced AI. For 2024, agricultural retailers in the US using the GROWERS Loyalty Programme noted a significant increase in sales among members compared to non-members. In 2025, the company expects further market adoption of its programme, which now combines the power of AI-driven insights with fully tailored loyalty initiatives. Customer loyalty programs in agriculture traditionally functioned as simple discounts or rebates, rather than true loyalty drivers, but this AI solution is said to the benefit of retailers, farmers and manufacturers, by promoting continuous purchasing cycles.
At the core of the technology is Axiom, an advanced AI technology engine developed by Agmatix, GROWERS' sister company under ICL Group. Axiom by Agmatix analyses customer behaviours and product performance data by using proprietary algorithms to provide predictive insights, real-time recommendations, critical alerts and tailored incentives for members using the loyalty programme. The programme leverages technology to adapt to seasonality, geography and farmer profiles, which enables retailers and manufacturers to optimise offerings and tailor them to their individual customers.
“For agriculture retailers, loyalty programmes aren’t just about boosting sales, they’re about raising the bar on what customer engagement looks like – they don’t just want to reward loyalty, they want to actively create it,” says Steven Valencsin, CEO of GROWERS. “By aligning retailers, manufacturers and farmers through shared data-driven insights, the GROWERS Loyalty Programme is able to transcend traditional programmes and drive meaningful growth across the industry, by delivering a critical tool for influencing behavior, fostering stronger relationships and enabling better resource planning.”
Retailers are seeing the benefit, with Neal Horrom, COO of Mercer Landmark stating, “Our investment in this digital transformation has allowed us to build deeper relationships with our customers, while staying ahead of the curve in retail agriculture.” Mercer Landmark, a farmer-owned cooperative, developed its loyalty programme with GROWERS and has benefitted from the alignment with their manufacturer partners and their farmer customers.
As fewer, larger farms dominate the market, agriculture retailers face intensified competition, making each customer more vital to their success. With rising input costs squeezing farmers’ margins, and an increasingly competitive market challenging retailers, a well-designed customer loyalty strategy helps retailers strengthen relationships and drives repeat business. This programme leverages data and AI to enable retailers to create fully digitised, personalised loyalty models, such as loyalty points to spend on products at preferential rates, which incentivise cross-segment purchasing and help retailers craft tailored incentives for the farmers they serve.
The closed-loop rewards model ties loyalty points to future purchases from the same retailer and manufacturer, strengthens customer relationships and improves ROI for all participants. The AI platform also has the ability to predict customer behavior, based on historical purchase patterns, and to provide retailers with critical alerts to factors like customer churn and new sales opportunities.
Read the article online at: https://www.worldfertilizer.com/product-news/03022025/growers-to-advance-agriculture-loyalty-programme-through-use-of-ai/
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