Yara

Cultivating loyalty on a European scale

Yara Premium connects customer knowledge, rewards, and sales support for farmers.

The challenge

Develop the CRM database of end customers of Yara, enriching customer knowledge through data generated by the programme (profiles, product preferences, transactions).
Increase revenue per farmer through upselling and cross-selling.
Involve distributors in the programme.
Create a European loyalty programme.

We created a B2B loyalty programme interconnected with Salesforce CRM to encourage customers to register and reward their purchases with points redeemable for gifts or professional products and services.
As the programme is European, a scale is defined for each country and per product.
Distributors are involved in the programme through exclusive bonus systems, and boosters help to energize the programme during key periods to encourage diversified sales (cross-selling) and high-value products (up-selling).
The programme's ROI is managed based on specific objectives, particularly regarding up-selling and cross-selling.

The programme links farmers' purchases to rewards, with scales defined by country and by product.