KWS, a global seed industry giant, chose to collaborate with Agremo, an aerial imagery software provider, to improve sales by ensuring customer service and success, as well as market positioning.
DIGITAL4CAST is KWS’ innovative digital platform, powered by Agremo technology. It is designed to provide valuable information to growers and help them make advanced-informed decisions and better their performance.
The Digital4Cast program has been successful and by 2020 was operational in four South-Eastern European countries. The area which is being analysed has been expanding fast and has doubled each year since its inception in 2018.
Reports from the six analyses helped KWS and Agremo show the corn growers how productivity was impacted in the four corn crop phases.
Arable Area and Elevation Analysis were custom-developed analyses tailored for the project needs for KWS. Arable area analysis is now offered for everyone.
Plant Stress Analysis was performed in the middle and late growing seasons to monitor crop health.
Stand Count Analysis & Yield Potential Analysis were used in the late season to estimate corn yield.
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Agremo field analyses and reports benefited several levels of decision-making by providing insights to improve crop performance, business intelligence, customer service, and customer success.
Before the program, growers had no idea of how various factors were affecting the final yield. Digital4Cast helped them in each phase to remedy problems and provided them an overview necessary to alter future operations. KWS gained insight into their hybrids’ performance and the constraints on yield. For example, variety 1 faced the least problems in field 3 and reached 95% of its potential yield, while variety 2 performed best in field 5, as shown in Table 1.
Table1: Comparison of varieties and agricultural practices’ effect on yield.
It is no longer enough for a seed supplier to sell just seeds- farmers’ expectations have changed.
Most farmers are challenged by the paradigm shift in farming to optimize yield and cultivate sustainably. They do not have the resources and time to engage with this new trend, as the vast range of precision farming technologies available in the market can be very confusing. KWS was able to stand out among its competitors, by providing farmers with much-needed expertise and support in the digitalization of agriculture, to increase their farm efficiency.
KWS offered corn growers an enhanced customer experience by providing optimized solutions. And Agremo delivered the entire package to farmers for KWS.
Agremo designed a digital agri-business model that helped KWS provide transparency into product performance and respond faster to the corn growers’ needs. The project made KWS the growers’ trusted advisor in their agricultural operations.
In turn, farmers responded by becoming loyal and repeat customers. The farmers also spread the information by word of mouth to their friends and brought in new customers for KWS in the succeeding season.
Moreover, KWS succeeded in digitizing and improving corn growers’ farms and attracted more area coverage in their Digital4Cast project. The area covered was doubled in each year of the Digital4Cast project.
KWS also received business intelligence insights from Digital4Cast on how to finetune their:
Digtal4Cast helped KWS build closer relationships with the corn growers. The project identified three categories of customers, based on their needs and ability to use precision agriculture (PA). This insight helped them optimize their customer service in the following years to fit each of the three grower personas and serve them more effectively and profitably:
Through the Digital4Cast, Agremo provided assured data collection of imagery, data analytics, and results, as well as the compilation of reports. KWS’ choice of Agremo was vindicated as:
Overall, the feedback on Digital4Cast from the participants was positive. KWS achieved its aims which included gaining:
The program’s success can be gauged by KWS’ continuing collaboration with Agremo and increased participation of growers. In turn, these activities aid in positioning KWS as a digital and environmentally-sustainable brand.
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