We helped Nufarm reinvigorate their grower loyalty program with a segment-led strategy
Nufarm is a global manufacturer of agricultural chemicals and fertilisers, headquartered in Australia. The Nufarm grower loyalty program needed reinvigoration as competition from both local and global players intensified. The team needed to evolve a basic rewards program into a robust grower engagement strategy.
What the data showed: significant differences in purchasing behaviour between high-value and low-value growers — meaning a single program wasn't the right answer. Quick wins to the catalogue + segment-led propositions tuned to actual buying patterns.
Ellipsis ran deep analysis of grower data to identify how value was distributed across grower segments — surfacing significant differences in purchasing behaviour between high-value and low-value growers. We layered on Return on Loyalty® analysis to identify the financial metrics that mattered most for the program's performance, and used that to anchor the recommendations.
The strategic roadmap split activities into quick wins and medium-to-long-term initiatives. Quick wins covered tactical changes to the earn catalogue and rewards mix that the team could execute fast. Strategic initiatives included qualitative and quantitative grower segmentations — and program evolution that targets each segment with a customised proposition tuned to how that segment actually buys.
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