Retailers need to provide insight and implications
Ag retailers have been competing on the quality of service provided to customers, and Gray showed results of the most recent Midwest ag survey showing that the biggest farmers do recognize differences in service, but they also don’t see much difference in the information provided by one retailer to the next. Therefore, providing insights and implications to earn the confidence of customers has to be a new mindset, not only technology investments.
And finally, I agree with Gray about partnerships with customers being necessary for the future.
Concerns of who owns the data will go away if a retailer does right by a customer. “Data sharing is less of a concern if they trust that I can use their data to help them be better and that I won’t be selling that data to anybody.”