In a groundbreaking development for the agriculture industry, GROWERS, a leading provider of agriculture retail solutions, has unveiled the impressive results of its enhanced loyalty program technology, now powered by advanced AI. The company’s 2024 data reveals a notable increase in sales among members of the GROWERS Loyalty Program, compared to non-members, underscoring the program’s effectiveness in driving customer engagement and sales growth.
The GROWERS Loyalty Program has traditionally offered simple discounts or rebates, but the integration of AI has revolutionized these offerings. The program now delivers predictive insights, real-time recommendations, and tailored incentives, fostering continuous purchasing cycles that benefit retailers, farmers, and manufacturers alike. This transformation is made possible by Axiom, an advanced AI technology developed by Agmatix, GROWERS’ sister company under the ICL Group. Axiom analyzes customer behaviors and product performance data, using proprietary algorithms to provide actionable insights and recommendations that adapt to seasonality, geography, and farmer profiles.
The implications of this technology are vast. For retailers, the GROWERS Loyalty Program is more than just a sales booster; it’s a tool for enhancing customer engagement and fostering loyalty. Steven Valencsin, CEO of GROWERS, emphasizes that the program aligns retailers, manufacturers, and farmers through shared data-driven insights, driving meaningful growth across the industry. “By aligning retailers, manufacturers and farmers through shared data-driven insights, the GROWERS Loyalty Program is able to transcend traditional programs and drive meaningful growth across the industry, by delivering a critical tool for influencing behavior, fostering stronger relationships and enabling better resource planning,” he says.
Retailers are already seeing the benefits. Neal Horrom, COO of Mercer Landmark, a farmer-owned cooperative, highlights how their investment in digital transformation has deepened customer relationships and kept them ahead in retail agriculture. Mercer Landmark developed its loyalty program with GROWERS, benefiting from enhanced alignment with manufacturer partners and farmer customers.
As the agricultural landscape evolves, with fewer, larger farms dominating the market, retailers face intensified competition. Rising input costs and a competitive market challenge both farmers and retailers, making customer loyalty more critical than ever. The GROWERS Loyalty Program addresses these challenges by leveraging data and AI to create personalized loyalty models. These models incentivize cross-segment purchasing and help retailers tailor incentives for their farmers, ultimately driving repeat business and strengthening relationships.
The closed-loop rewards model ties loyalty points to future purchases, strengthening customer relationships and improving ROI for all participants. The AI platform also predicts customer behavior based on historical purchase patterns, providing retailers with critical alerts about customer churn and new sales opportunities. This proactive approach ensures that retailers can adapt their strategies in real-time, optimizing their offerings and staying ahead of market trends.
With the GROWERS Loyalty Program, agriculture retailers are not just keeping pace with the industry; they are setting new standards for customer engagement and loyalty. As the program continues to evolve, it promises to transform the agricultural landscape, fostering growth and forging stronger bonds throughout the supply chain.
