RZ-100-wt4-E-flipbook-240702 - Flipbook - Page 160
xVertical integration of the market
Digitisation of the ‘customer journey’
Rapprochement and cooperation with various
partners in the chain is continuing steadily.
For example, Rijk Zwaan is expanding the
number of services to retailers. Rijk Zwaan is
helping them to, for example, develop and
introduce new products and concepts. In recent
years, rapprochement and cooperation with
partners in the chain has also increasingly taken
on a digital character.
Although digital platforms such as Love My Salad
are already used for consumer contact, Rijk Zwaan
is now also taking the step of digitising services
for its direct customers: the farmers and growers.
It calls this the ‘digitisation of the customer
journey’. The aim is to provide customers with
easier access to Rijk Zwaan’s range of services.
The first steps have been taken with the introduction of the customer app ‘Growing Partner
RZ’ (later Partner RZ) in 2016. This customer portal
is a good first step, but its added value is limited
for many customers. The digitisation of the
commercial domain is taking off step by step. In
2019, e-commerce expert Gertjan Kleinhout is
hired by Rijk Zwaan to manage this process.
Since then, Rijk Zwaan’s e-commerce strategy
has consisted of three components: attracting
customers with digital marketing, the digital sale
of seeds and the provision of digital services to
customers, such as cultivation and crop advice.
The focus is mainly on the international roll-out of
the Rijk Zwaan web shop and e-learning platform.
In 2018, the first pilot of a web shop in Brazil goes
live. In June 2021, Rijk Zwaan launches a web shop
in Ukraine, and eleven countries now have their
own Rijk Zwaan web shop. The first e-learning pilot
starts in India in 2020. This free e-learning, which is
accessible to all, is aimed at helping small growers
to further professionalise their cultivation. Soon
Rijk Zwaan is rolling out e-learning in multiple
countries. Customers can now order their seeds,
receive customised advice and follow e-learning
modules on one platform.
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Rijk Zwaan | Moving
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