We helped Farmlands grow share of wallet through targeted, segment-led campaigns

Farmlands is a co-operative rural supplies organisation in New Zealand serving farmer/shareholders across multiple categories. Senior leaders suspected share of wallet was eroding as competitors leaned hard into price cutting, and asked Ellipsis to identify customer headroom they could attack with relevant, loyalty-led offers.

We worked with the Farmlands analytics team to identify segments based on farm type, then mapped purchasing patterns inside each one. By comparing what similar farms were buying, we surfaced which products specific farms weren't yet purchasing — the customer-level 'headroom' the program could target through bonus-points campaigns and personalised marketing.

Ellipsis delivered a reusable model that quantifies measurable growth opportunities — and that gets sharper as more data flows through it. The loyalty program itself was streamlined and re-vamped to integrate cleanly with marketing campaigns, with relevance as the primary mechanic. Outcomes have improved against the old run-it-the-same-way approach.