Proagrica Launches Omnichannel Platform for Agricultural Retailers

Proagrica has launched an Omnichannel Platform for agricultural retailers looking to unify their customer experience. The new offer strengthens customer relationships by integrating retailers’ existing systems and sales channels into a single online portal for customers to easily place orders themselves.

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.”

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Research into U.S. ag retailers Proagrica completed earlier this year revealed that over three-quarters of ag retailers still use legacy tools such as manual spreadsheets to manage relationships and only 16 percent employ CRM systems.

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.”

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