Upstream Ag Insights reposted this
Illustrative AgTech Insights: Reinforcement that the Last Mile Drives Product Experience and Loyalty Farmer's don't just buy an outcome, they buy the experience that leads to that outcome. ◼︎◼︎◼︎ A recent Lessiter Media survey emphasized equipment brand loyalty continued to drop in 2024, with primary reasons unrelated to the equipment itself. It’s the support, service, and relationships provided by dealerships that make the difference. Retailers are similarly crucial in crop input decisions according to Stratus Ag Research, with aligned efforts between manufacturers and retailers doubling sales success. Direct-to-farmer models aimed to disrupt traditional channels but are now pivoting back, recognizing the value localized expertise brings along with broader market access. Agribusiness success isn’t just about having the best product—it’s about delivering an unmatched support experience. Is your organization ensuring farmers feel supported every step of the way, looking at the customer experience and expectation setting at every engagement point? Check out the full article here: https://lnkd.in/gyBvPKin #agribusiness #agtech Upstream Ag Insights Upstream Ag Ventures
I agree!
Very informative Shane Thomas
"Farmers aren’t blindly loyal to brands, but very influenced by the experience around the brand— the support, the service, and the people available once they have made a purchase". All the more reason to invest in brand experience for agri input companies!
Yes! And you are seeing this in what technology is becoming successful, anything that enriches that last mile. Not dissimilar from Amazons own success with prime same day delivery.