The news “Bayer launches marketplace” is shaking up the agribusiness world. Last month, the aforementioned German multinational in the chemical-pharmaceutical sector launched a commercial platform that pleases “Greeks and Trojans”, I mean, distributors and rural producers.
The marketplace, which is being called Orbia , is the result of a joint venture originating from a partnership between Bayer and the loyalty program company Bravium.
Want to know how this marketplace works? Keep reading and stay in the loop!
Also click on “ What is a marketplace ?” to read a complementary post. Learn about some of the characteristics of this online sales technology.
BAYER LAUNCHES MARKETPLACE WITH THREE BUSINESS MODELS
The Bayer / Bravium marketplace has three business models that complement each other, they are:
1 – Loyalty;
2 – Commodities;
3 – Inputs.
In practice, this works more or less as follows:
- A producer accesses Orbia and buys an input (3) from a distributor;
- Therefore, by doing this, this producer joins a loyalty program (1);
- Subsequently, the producer sells the commodity (2) he produced via Orbia.
In all, 140 rural producers in Brazil registered by Bayer so far will be able to take advantage of the technology. And, on the other hand, distribution companies will each be able to create a virtual store within the marketplace and thus sell inputs and services to these producers more easily. For this, distributors will pay a fee of 0,2% to 8% (depending on the input).
The project focuses on the children of the producers, who are starting to occupy the management positions of the business. Being these from more recent generations, they have more affinity with the internet and online technologies.
In other words, what we are observing in this Bayer marketplace is a process of digital transformation . Bayer expects to generate around R$70 billion by 2022. After that, the company aims to expand the project to other Latin American countries.
Also access and read the post “ VTEX Marketplace ”. Learn how to create your own or act as a seller on third-party platforms.
HOW IS THE LOYALTY PROGRAM INTEGRATED INTO ORBIA?
The loyalty program integrated into Orbia is called Impulso Bayer. Then see how it works:
- First, producers go to Orbia and buy an input;
- By doing so, they earn loyalty points;
- Subsequently, these producers can exchange the points they have earned for products;
- In addition, they can exchange points for consulting, travel, training, etc.
As can be seen, Impulso Bayer is similar to the airline miles system, in which the most loyal customers can exchange their loyalty points for tickets. At Orbia, this loyalty program is like a cement that seals the bond between producers and distributors.
Access and read our post " Do loyalty programs work in e-commerce ?". Discover how to offer rewards and keep your customers active.
