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Agricultural Inputs

Improving Retailer Influence and Product Recommendation in an Agri Input Network

How QR-based loyalty and traceability improved active retailer participation from 34% to 67% and secondary sales visibility from 20% to 71% across a 7-state agri input network.

71%
Verified Secondary Sales Coverage
Agricultural Inputs Company
Client Segment
10
min read
Agricultural Inputs, Channel Loyalty, QR Traceability
Agricultural Inputs Company
10 min read
The Challenge

Improving Retailer Influence and Product Recommendation in an Agri Input Network — Background & Challenge

Background

In the agri input industry, retailer influence extends beyond transaction execution into advisory roles, where product recommendation directly impacts farmer decisions. The client operated across multiple states with a wide retailer network, but faced two persistent challenges: limited visibility into actual product movement at the retailer level, and inconsistent retailer-driven product recommendation for priority SKUs.

Diagnostic Phase (8 Weeks)

A structured 8-week diagnostic was conducted combining retailer interviews (184 across 6 states), farmer interaction inputs (96), and distributor billing analysis (12 months).

  • Active retailer participation in existing program: ~34% monthly
  • Product recommendation influenced by: Retailer familiarity (~62%), Margin (~48%), Brand push (~27%)
  • Secondary sales visibility estimated at ~18–22% reliability
  • Priority SKUs underperforming in 3 major regions despite strong primary sales
The Solution

Program Design & Intervention

Intervention

  • QR-Based Product Verification at Retail Level
  • Retailer Incentives Linked to Verified Sales
  • Farmer-Facing Authenticity Messaging (via QR scan confirmation)
  • QR deployment across top 55% SKUs by volume
  • Higher rewards for priority SKUs; seasonal boosters aligned with crop cycles
  • Field reinforcement through retailer education
  • Retailers onboarded: ~21,500 | Active coverage: 7 states

Results (Within One Crop Cycle, ~6 Months)

  • Retailer active participation: 34% → 67%
  • Average scans per retailer: 6–8/month → 19–24/month
  • Priority SKUs: 21–28% increase in retailer-level movement
  • Improved recommendation frequency reported by ~52% of retailers surveyed
  • Secondary sales visibility: ~20% → ~71% verified coverage
  • QR-based authenticity scans: ~38% of scanned products verified by end users (pilot)
  • Redemption rate: 26% → 53%
  • Average redemption cycle: ~52 days → ~21 days

Limitations

  • Deep rural adoption required additional field effort
  • SKU coverage gaps limited full visibility
  • Seasonal dependency influenced engagement patterns
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