• AI-driven loyalty program helps retailers and manufacturers enjoy greater visibility into farmer purchasing preferences, resulting in improved product development and marketing.
• Farmers benefit from a streamlined retail experience and save considerable time and money, as AI-driven suggestions help them optimize their loyalty program benefits.

GROWERS, a leader in agriculture retail solutions, today announced the results of its customizable loyalty program technology, now enhanced with advanced AI. For 2024, agricultural retailers in the United States using the GROWERS Loyalty Program noted a significant increase in sales among members compared to non-members. In 2025, the company expects further market adoption of its program, which now combines the power of AI-driven insights with fully tailored loyalty initiatives. Customer loyalty programs in agriculture traditionally functioned as simple discounts or rebates, rather than true loyalty drivers, but GROWERS AI solution revolutionizes this marketing tool to the benefit of retailers, farmers and manufacturers, by promoting continuous purchasing cycles.

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GROWERS AI-powered Loyalty Program has fueled significant surge in sales for participating agricultural retailers and benefits for farmers. (Photo: Business Wire)

At the core of the GROWERS Loyalty Program is Axiom, an advanced AI technology engine developed by Agmatix, GROWERS' sister company under ICL Group. Axiom by Agmatix analyzes customer behaviors and product performance data by using proprietary algorithms to provide predictive insights, real-time recommendations, critical alerts and tailored incentives for members using the GROWERS Loyalty Program. The program leverages technology to adapt to seasonality, geography and farmer profiles, which enables retailers and manufacturers to optimize offerings and tailor them to their individual customers.

“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,” says Steven Valencsin, CEO of GROWERS. “By aligning retailers, manufacturers and farmers through shared data-driven insights, the GROWERS Loyalty Program is able to transcend traditional programs and drive meaningful growth across the industry, by delivering a critical tool for influencing behavior, fostering stronger relationships and enabling better resource planning.”

Retailers are seeing the benefit, with Neal Horrom, COO of Mercer Landmark stating, “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, a farmer-owned cooperative, developed its loyalty program with GROWERS and has benefitted from the alignment with their manufacturer partners and their farmer customers.

As fewer, larger farms dominate the market, agriculture retailers face intensified competition, making each customer more vital to their success. With rising input costs squeezing farmers’ margins, and an increasingly competitive market challenging retailers, a well-designed customer loyalty strategy helps retailers strengthen relationships and drives repeat business. The GROWERS Loyalty Program leverages data and AI to enable retailers to create fully digitized, personalized loyalty models, such as loyalty points to spend on products at preferential rates, which incentivize cross-segment purchasing and help retailers craft tailored incentives for the farmers they serve.

The closed-loop rewards model ties loyalty points to future purchases from the same retailer and manufacturer, strengthens customer relationships and improves ROI for all participants. The AI platform also has the ability to predict customer behavior, based on historical purchase patterns, and to provide retailers with critical alerts to factors like customer churn and new sales opportunities.

About GROWERS

GROWERS is a leading provider of loyalty solutions for the agriculture industry. By harnessing data-driven insights and innovative technology, GROWERS empowers retailers, manufacturers, and farmers to achieve their goals. In collaboration with their sister company Agmatix, under the ICL Group, they are pioneering the integration of AI technology into their loyalty offerings. With the introduction of Axiom into their program, GROWERS is not just setting new standards but is also transforming the agricultural landscape—fostering growth, enhancing loyalty, and forging stronger bonds throughout the supply chain.

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