GROWERS, a leading provider of agriculture retail solutions, has unveiled compelling results from its enhanced loyalty programme, powered by advanced AI. The technology, which combines AI-driven insights with tailored loyalty initiatives, has shown significant promise in driving sales and fostering customer relationships. For 2024, agricultural retailers in the US using the GROWERS Loyalty Programme reported a notable increase in sales among members compared to non-members. The company anticipates even greater market adoption in 2025, as the programme continues to evolve and demonstrate its value.
Traditional customer loyalty programs in agriculture have often relied on simple discounts or rebates, failing to truly drive loyalty. GROWERS’ AI solution, however, is designed to benefit retailers, farmers, and manufacturers alike by promoting continuous purchasing cycles. At the heart of this technology is Axiom, an advanced AI engine developed by Agmatix, GROWERS’ sister company under the ICL Group. Axiom analyses customer behaviours and product performance data using proprietary algorithms to deliver predictive insights, real-time recommendations, critical alerts, and tailored incentives for loyalty programme members.
The programme’s adaptability to seasonality, geography, and farmer profiles allows retailers and manufacturers to optimise their offerings and tailor them to individual customers. This level of personalisation is a game-changer in an industry where competition is intensifying, and customer relationships are more vital than ever. As fewer, larger farms dominate the market, and input costs rise, a well-designed loyalty strategy can help retailers strengthen customer bonds and drive repeat business.
Steven Valencsin, CEO of GROWERS, highlights the transformative potential of the programme. “For agriculture retailers, loyalty programmes aren’t just about boosting sales, they’re about raising the bar on what customer engagement looks like,” he says. “By aligning retailers, manufacturers, and farmers through shared data-driven insights, the GROWERS Loyalty Programme transcends traditional programmes and drives meaningful growth across the industry.”
Retailers are already seeing the benefits. Neal Horrom, COO of Mercer Landmark, a farmer-owned cooperative, notes, “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 developed its loyalty programme with GROWERS and has seen significant alignment with its manufacturer partners and farmer customers.
The programme’s closed-loop rewards model ties loyalty points to future purchases, strengthening customer relationships and improving ROI for all participants. The AI platform’s ability to predict customer behaviour and provide critical alerts on factors like customer churn and new sales opportunities further enhances its value. As the agriculture industry continues to evolve, initiatives like GROWERS’ AI-enhanced loyalty programme are set to play a pivotal role in shaping the future of retail agriculture.