Connecting rural retailers to their regional customer base

The Challenge

CRT is Australia’s largest group of rural retailers. Built with solid foundations, they boast an extremely loyal customer base, but they lacked an online presence where they could connect with farmers in regional and rural parts of Australia to provide them with all the necessary information for farm supplies and equipment, as well as where to find the nearest location to purchase.

Our solution

Our initial step was to develop a brand-new digital campaign and presence, in the form of a new website. To do this, we conducted initial research with relevant stakeholders (farmers and also local stores), interviewing them and collating insight on how they currently procure and source products for their farms.

The creation of a store locator became one of the top priorities, as it was identified as a critical conversion point for farmers looking to find their nearest store and complete their purchase over the phone.

With the website now built to meet the needs of their prospective customers, we designed a social media advertising campaign to increase brand awareness and customer lifetime value to relevant stakeholders. The messaging in this advertising was tailored based on our understanding of the audience requirements, crafted to simplify the conversion touchpoint.

Ecstatic with results, CRT is now able to communicate effectively across what was previously a very tough to engage customer base.