Bayer opens first, only inputs store in Rio Verde-GO, Brazil

In Brazil, Bayer opened its first and only physical store in the world for the sale of inputs directly to consumers, an event witnessed by AgroPages.

Inaugurated in the municipality of Rio Verde in the Brazilian state of Goiás, the Agro Bayer Store has an area of 700 m² and is part of the distribution strategy of the company's agricultural division.

The objective is for this unit to function as a ″new channel to ensure that farmers in the region have access to seed and biotechnology solutions, crop protection products, and digital tools.″

″Bayer has been present in Brazil for 126 years, and we are continuing our strategy of focusing on farmers, constantly seeking closeness with them to ensure that all Brazilian farmers have access to our solutions, providing more productivity and profitability to rural producers,″ said Tiago Santos, marketing director of Bayer in Brazil. 

According to Santos, the store will act as a catalyst with current partners in the region, ensuring demand generation and presence in the field, and achieving closer proximity and connections to farmer.

″We are experiencing a major transformation in the market. Farmers are increasingly demanding, and in recent years, we have experienced an accelerated transformation in market access, with the entry of new players seeking consolidation,″ Santos said.

″In some regions, this process was more accelerated, causing issues in the reciprocity of consolidated partnerships between distributors and Bayer,″ he added, noting that the store itself will function as a ″great laboratory, making it possible to establish even closer ties with farmers.″

″We will learn more about the reality of our retail partners, therefore, developing new solutions for farmers and network of strategic partners, including distributors and cooperatives,″ Santos stressed.

The Agro Bayer Store promises to offer ″exclusive services to farmers and a series of experiences designed for the specific moment of each of them, in addition to functioning as a center for exchange and learning between producers and other links in the chain, such as commercial partners and suppliers of service.″

In addition, the store will have a team of trained specialists who can offer guidance and technical support to farmers, helping them maximize their results.

Instead of receiving specific product recommendations, customers who visit the store can have a complete plan for their crop, as well as access to initiatives that complement the Bayer portfolio proposal, such as the Impulso Bayer relationship program, the Orbia marketplace, and contact with industry experts and startups.

For the store concept to be based on valuing human interactions, technology will be an essential ally. An interactive panel, for example, will make it possible for customers to learn about the products and services best suited to their properties. Farmers will be guided through a journey that will meet their needs mapped from the moment they enter the store, with recommendations unique to individual crops, information about Bayer’s solutions and their benefits, as well as complete planning for crops.

The space will also have areas for training, meetings and events, and will operate during business hours subject to change according to demand at certain times of the harvest.

(Editing by Leonardo Gottems, reporter for AgroPages)

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