How Can We Strengthen the Digital Relationship Between Farmer and Supplier?
In early 2019, global research firm McKinsey published their survey of more than 700 farmers across the U.S., reports Proagrica at PrecisionAg. The results made clear that despite technological advances in the supply of goods and services, a large gap still exists between what farmers want from their suppliers, and what they actually get. What lessons and actions can ag retailers take from these results? How can we strengthen the digital relationship between the farmer and supplier?
Limited digital functionality when interacting with suppliers is identified as a key pain point for farmers in the McKinsey report. This goes beyond store interfaces that are simply a bit clunky. For example, most farmers want to complete their daily task using just one device. Currently, the majority need to switch between multiple apps or devices, and many also still rely on manual input systems like local spreadsheets or paper-based records. What changes can be made to ensure a smoother experience for the farmer which, in turn, leads to greater interaction with and trust in the supply chain?
The McKinsey data, while generally showing a preference for in-person interaction where possible, highlights two key points in the customer journey where desire for a viable digital option reaches its height. At these two points, 45% of farmers say they prefer pure digital interactions to phone or face-to-face engagement.
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