In a development that is a milestone for Australian
agribusiness, Elders - the Australia wide agribusiness – has just opened an
online version of its rural supply business, thought to be the first online
supply business for farmers in Australia.
Farmers are able to order selected animal health and
agricultural chemical products from its AgSure website, and have those products
delivered to their farm. Like customers
across many areas, farmers are looking for the best prices. "Farmer buyer
behaviour is changing," Elders general manager of strategy and marketing
Mark Geraghty said in a statement, "they're shopping around, researching
online and are looking to buy at a time, and price that suits them."
The on line system is designed to complement their branch
structure, not replace it.
This should allow around the clock ordering, which should be
a boon for many in the rural industry.
Delivery may be an issue, so it is to be hoped that their
logistics are well sorted out. That is a
characteristic of excellent businesses operating online – all the way from Amazon
to Nespresso coffee supplies. Get the
logistics wrong and customers disappear!
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