Nutrien reports growing success in its digital services, sold more than $1 billion online in 2020 so far

By Margy Eckelkamp

Rob Dunlop is vice president of a new business group at Nutrien Ag Solutions-Innovation and Technology Adoption. He says the group was formed in the fall of 2020 as a driver to continue the business's growth with technology.

"We strive to be learners and the ag retailer of the future," Dunlop says. "And we're embracing the future, what it holds for us-whatever that may be."

He says the company has identified two key technologies as driving the future: automation and data science.

"With those key areas in mind, Nutrien is investing in the future, and sourcing our own innovation teams here and partnering with others, so we can bring the best solutions in the industry coupled with the best recommendations for our customers' farms," he says.

Dunlop says company leaders see Nutrien having a tremendous opportunity to strengthen though digital transformation.

"As a thought leader in the industry, we are proactively trying to lead the charge in retail and digital ag retail. We pride ourselves in having more boots on the ground-so our sales force is bigger than our competitors. We want to use our tools to enhance the relationship with our sales forces and customers-providing convenience and the best recommendation. We created a secure online one-stop shop for customers-the digital hub provides for an innovative way to stay connected with customers," he says.

And the Nutrien online Digital Portal has seen successful use. In the first three quarters of 2020, Nutrien reports more than $1 billion in sales via its digital portal. That's double their goal for the entire year of 2020.

Two areas where the company wants to grow what's offered on the portal is the customer-facing field-level insights as well as decision making tools such as a seed selector for placing corn hybrids and soybean varieties. This will add to its "crop planning" functionality, which Dunlop says presents year-round engagement between Nutrien staff and their farmer customers.