Situation
Nufarm is a global manufacturer of agricultural chemicals and fertilisers, headquartered in Australia.
Nufarm’s loyalty program for farmers required reinvigoration, due to rising competition from local and global players. Nufarm needed to evolve the basic rewards program into robust grower engagement strategy.
Action
Ellipsis performed deep analysis of grower data to identify distribution of value across the grower segments, with significant differences in purchasing behaviour across between high and low-value growers.
Ellipsis also conducted our proprietary Return on Loyalty® analysis to identify key financial metrics of the loyalty program’s performance.
Results
Ellipsis’ strategic roadmap recommended dividing activities into quick wins and medium-long term initiatives. Quick wins encompassed changes to the earn catalogue and rewards mix.
Strategic initiatives included qualitative and quantitative grower segmentations, with program evolution to target each segment with customised propositions.
Meet the team
Ana Popovic
Services used
Customer Insights
Segmentation, customer journey analysis, profiling
Return on Loyalty®
Scientific measurement, validation and attribution of ROI from loyalty and marketing initiatives.
Loyalty Program Design
Loyalty strategy development including; design and build of new programs and the evaluation and enhancement of existing propositions
