Tuesday, October 09, 2012
Elders Goes Online
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!