GROWERS Loyalty Program Achieves Significant Sales Boost for Retailers
GROWERS, a leader in agricultural retail solutions, has announced groundbreaking results for its customizable loyalty program technology, now enhanced with advanced AI capabilities. As of 2024, agricultural retailers in the United States using the GROWERS Loyalty Program have reported a notable increase in sales among program members compared to non-members, signaling the success of this new approach. Looking ahead to 2025, the company anticipates even greater adoption of its program, which uniquely combines the power of AI-driven insights with fully tailored loyalty initiatives.
Historically, customer loyalty programs in the agriculture sector have been relatively simple. They were mainly structured around discounts or rebates, which, while beneficial, often lacked the true potential to drive long-term customer loyalty. However, the new AI-enhanced GROWERS Loyalty Program revolutionizes this traditional model, offering something far more substantial. Instead of just providing a static discount, the program promotes continuous purchasing cycles by offering retailers, farmers, and manufacturers actionable insights that can be used to drive more targeted engagement and loyalty.
At the heart of the GROWERS Loyalty Program lies Axiom, an advanced AI technology engine developed by Agmatix, a sister company to GROWERS under the ICL Group. Axiom is an incredibly sophisticated system designed to analyze vast amounts of customer behavior and product performance data. It uses proprietary algorithms to offer predictive insights, provide real-time recommendations, send critical alerts, and deliver tailored incentives for members of the GROWERS Loyalty Program.
What sets Axiom apart is its ability to adapt to key factors like seasonality, geography, and farmer profiles, enabling it to customize offerings to individual customers. This personalization makes it easier for agricultural retailers and manufacturers to optimize their products and services to meet the specific needs of their customers, fostering deeper and more meaningful relationships.
Steven Valencsin, CEO of GROWERS, explained the significance of this transformation: “For agriculture retailers, loyalty programs 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.
” He further emphasized that by aligning retailers, manufacturers, and farmers through shared, data-driven insights, the GROWERS Loyalty Program is able to transcend traditional loyalty initiatives and drive real growth across the agricultural industry. By delivering actionable insights and providing tools for influencing behavior, the program strengthens relationships, enhances resource planning, and ultimately leads to a more robust and resilient agricultural market.
The program’s impact on the ground has been evident. Neal Horrom, COO of Mercer Landmark, a farmer-owned cooperative, noted the program’s ability to deepen customer relationships. “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 worked closely with GROWERS to develop a loyalty program tailored to the needs of its farmer customers, which has been a key factor in their success. By aligning the loyalty program with their manufacturer partners and farmer customers, Mercer Landmark has been able to foster a strong sense of community and trust among its customers, all while benefiting from increased sales and customer retention.
The agricultural sector is currently undergoing significant changes. As fewer, larger farms dominate the market, agriculture retailers are finding themselves in a highly competitive environment. With rising input costs squeezing farmers’ margins and the increasing consolidation of the industry, building and maintaining strong relationships with customers is more important than ever. GROWERS recognized that a well-designed customer loyalty strategy could help retailers navigate these challenges and drive repeat business, and it has delivered on this promise.
The GROWERS Loyalty Program leverages AI and data analytics to help retailers create fully digitized, personalized loyalty models. These models include loyalty points that can be spent on products at preferential rates, incentivizing cross-segment purchasing. This system also helps retailers craft tailored incentives that are uniquely suited to the needs and buying habits of the farmers they serve. By offering personalized rewards that resonate with each customer, the program ensures that loyalty is not just a one-time transaction but an ongoing engagement that drives long-term success.
One of the key features of the GROWERS Loyalty Program is its closed-loop rewards model. This model ties loyalty points to future purchases from the same retailer and manufacturer, effectively reinforcing customer relationships and encouraging repeat business. Not only does this strengthen the bond between retailers and their customers, but it also helps to improve return on investment (ROI) for all participants. By continually rewarding loyalty, GROWERS has created a system that drives revenue growth for retailers and manufacturers while benefiting farmers with valuable rewards that can enhance their productivity and profitability.
AI’s role in this loyalty program goes far beyond just offering incentives. The AI platform also has the ability to predict customer behavior based on historical purchase patterns. This capability allows retailers to anticipate future buying habits and prepare accordingly, offering targeted promotions and incentives that are more likely to resonate with their customers. The AI system can also alert retailers to potential issues such as customer churn or new sales opportunities, giving them the tools they need to take proactive steps to either retain customers or capitalize on emerging trends.
The integration of AI technology into loyalty programs marks a significant step forward for the agricultural retail industry. In an environment where farmers are under pressure to maximize their yields and minimize costs, having access to personalized, data-driven insights allows them to make more informed decisions. For retailers and manufacturers, these insights enable them to fine-tune their marketing efforts, tailor their product offerings, and deliver more value to their customers.
In addition to increasing engagement, the GROWERS Loyalty Program enhances operational efficiency for all stakeholders. Retailers can use the data generated by the program to better forecast demand, manage inventory, and optimize pricing strategies. Manufacturers can use the insights to fine-tune their production schedules and better align their products with the needs of the market. Farmers, in turn, benefit from a more personalized shopping experience that offers the right products at the right time, helping them to maximize their profitability and productivity.
In 2025, GROWERS expects to see continued growth and adoption of the AI-driven loyalty program. The program has already demonstrated a clear return on investment for agricultural retailers and is poised for broader market penetration. As the agricultural industry continues to evolve, GROWERS remains committed to helping retailers and manufacturers meet the changing needs of farmers and create more sustainable and profitable business models.
The continued success of the GROWERS Loyalty Program reflects the growing importance of AI and data analytics in the agricultural sector. By using AI to transform loyalty programs into more than just discounts or rebates, GROWERS is setting a new standard for customer engagement in agriculture.
This innovative approach not only helps retailers and manufacturers grow their businesses but also supports farmers by providing them with the tools they need to thrive in an increasingly competitive market. As the program continues to evolve and expand, it will undoubtedly play a key role in shaping the future of agricultural retail.
