The emerging Agritech market and Farmers Fresh Zone
According to a government report, agriculture is the primary source of livelihood for about 58% of India’s population. With time, businesses have realized that there’s more to the sales side of agriculture than just mandis. One such company is Farmers Fresh Zone. Started in 2016, the Kerala-based agritech startup intends to deliver fresh and safe vegetables directly to customers and fair prices to farmers. It aims to improve the health and wellness standards of the consumers by providing them access to safe-to-eat, pesticide-free fruits and vegetables.
Digitization and consumer demand and a robust supply chain have rapidly accelerated the agritech market, especially the grocery and F&V services in urban India. Companies have been capitalizing on the digital and supply chain concoction to the fullest to provide services to consumers and farmers.
Objectives
- Increase user engagement
- Increase order count and repeat purchases
- Track app uninstalls and consumer retention rate
- Increase conversion and return on investment (ROI)
[wequotes name=”Haani Hashim” designation=”Head of Product, Farmers Fresh Zone” img=”53328″ desc=”WebEngage’s full-stack Retention Operating System has helped us to nudge users based on their actions, app uninstalls, and cart abandonment. We were able to deliver highly customized user experiences via relevant and timely communication. The personalization encourages the users to reinstall our app and directly add fresh vegetables and fruits from the farmers. Our unique conversion rate post reinstallation of the app has improved by over 7%, which is great! We always look forward to exploring new avenues.” twitter=”abswitter” ][/wequotes]
Solutions For Farmers Fresh Zone
Farmers Fresh Zone’s marketing team was clear about their objectives. WebEngage’s Customer Success Manager identified the Agri startup’s goals and the two collectively devised a strategy to boost user engagement, repeat orders, and revenue. WebEngage’s Customer Data Platform and Retention Operating System aided Farmers Fresh Zone to create multiple journeys and campaigns and achieve these goals.
Not just that, Farmers Fresh Zone has also seen a 17% recovery in cart abandonment. The company has seen a 40% increase in order count and eventually a 25% increase in revenue.
