Proagrica’s new omnichannel platform integrates sales, agronomic and customer data into a user-friendly digital hub accessible to growers and retailers

Proagrica

Proagrica launches new platform for agri retailers. (Credit: Pixabay/congerdesign)

Proagrica has launched an omnichannel platform for agricultural retailers who want to unify their customer experience.

The new platform is expected to strengthen customer relationships by integrating the existing systems and sales channels of retailers into a single online portal for customers to easily place orders.

A research conducted by the company earlier this year revealed that more than three-fourths of agricultural retails in the US still use legacy tools such as manual spreadsheets to manage relationships and only 16% use CRM systems.

The new omnichannel platform can enhance the existing channels to customers by removing the need for interoperability barriers and securely connecting the retailer’s supply chain data from several systems and sales channels.

It 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 also overlays the information with customers’ agronomic data and account information that can be added and updated using a self-service interface.

Growers can also place, evaluate and track orders 24/7, view their account balance and review messages in a user-friendly interface that is branded to the retailer’s specifications.

Such an integrated portal can also support growers’ preferences, irrespective of how they prefer to buy. Payment options can include pre-pay, pay by account and the option to pay by bank transfer.

The omnichannel platform can automate several processes for growers and retailers

It also offers field and phone representatives immediate access to information on all the applicable products and services their employer can offer and can automate processes such as notifications, quotes, claims and converting agronomist recommendations into orders.

Proagrica CEO Graeme McCracken said: “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.”

McCracken continued saying: “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.”