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Today, the agricultural industry operates in an environment of constant challenges: multi-level logistics chains, a large number of counterparties, each with their own requirements and specific ways of working, and the seasonal nature of operations. Many processes, such as data reconciliation, communication and coordination, are still managed manually. Companies spend significant resources cross-checking data, processing requests and monitoring orders, creating a risk of errors and delays at every stage of operations. Under these conditions, traditional CRM systems often lack the functionality and flexibility required to meet the demands of the business. This creates a need for more flexible solutions that can adapt to real business needs and evolve alongside the company.
Every call a manager makes to verify data, prepare documents, approve an order or simply find out where an interaction with a customer currently stands means a loss not only of speed, but also of control. In today’s agricultural sector, this creates additional risks, the cost of which continues to rise. A reliable digital platform simplifies interaction with distributors and end consumers – farmers, reduces operational workload and enables businesses to build a system that operates consistently and scales alongside the company
says Yurii Hlushakov, CBDO at b2beings.
Limagrain is a global player in the seed industry, offering a wide range of field and oilseed crop hybrids, with hundreds of distributors and partners across Ukraine. The company has been working with b2beings, a developer of customised business process management systems, for more than two years.
Before MyLG was launched, the Limagrain team used a traditional loyalty programme that did not allow the company to implement marketing activities with different mechanics. Each new campaign required separate manual processes, including document collection, eligibility checks, application approvals and communication with partners. As the number of marketing initiatives grew, the company needed a platform capable of supporting different programme scenarios – including bonus campaigns, digital certificates, compensation and incentive programmes – without requiring a separate IT solution for each one.
b2beings developed farmer and distributor portals for Limagrain to automate B2B and B2B2C interactions. The solution can be configured for different scenarios, business models and company requirements. Below is an overview of the technical approaches used and the changes they brought to the business.
We wanted to simplify the reporting process, save time and focus on developing new approaches to relationships between the producer and its counterparties,
explains Vasyl Korchynskyi, Co-founder and CEO of b2beings.
Using the Portality solution as a foundation, the team built a portal with different user roles – farmer, distributor and regional manager – and created dedicated functionality for each. This allowed the system to focus on Limagrain’s core offering, while automating administrative processes: a request from a farmer is received by the distributor, while the outcome of their cooperation is recorded by the Limagrain manager.
The flexibility of Portality made it possible to gradually add new functionality in line with Limagrain’s business needs, including digital certificates, the LG BOOST and Winterkill Support programmes, incentive programmes, Agrility integration, a bonus accumulation system, document uploads and application approvals.
The broad range of Portality features enabled Limagrain to streamline business processes and data management. Any user can quickly find relevant information and work with it through an intuitive interface.
Today, the Limagrain team primarily uses the portal to issue discount certificates, upload and verify documents, register applications for the LG BOOST programme, submit Winterkill applications, and integrate with Agrility to create field boundaries.
Whenever a status is updated, a conversation with a manager changes or there is progress on an order, the user receives a web notification, allowing them to track everything through a single interface. Notifications improve response times and ensure that important updates are not missed,
the developers note.
Limagrain also plans to use the notification centre to send email questionnaires for NPS measurement.
In this area, partners and farmers expect the same level of convenience and transparency as they receive from banking or e-commerce services. In reality, however, a tool intended to motivate users can become another source of operational workload when managers have to spend time reconciling points, clarifying programme conditions and explaining statuses, while partners lack a single space where they can independently access all relevant information.
Portality includes components for building a fully-fledged loyalty programme, which was implemented together with Limagrain for farmers and distributors through the MyLG portal. Thanks to the producer’s effective marketing, end consumers are currently motivated to place orders with distributors, and we have created a convenient functionality to support this process,
says Yurii Hlushakov.
Since the launch of MyLG, almost 2,000 users have registered on the portal and submitted around 5,000 applications across various marketing programmes. In total, the Limagrain team has implemented six marketing programmes within a single digital environment using Portality, and continues to add new ones.
All of this has been made possible by Portality’s analytics widgets, which enable the creation of analytical dashboards and reports based on accumulated data. The flexibility of the portal, combined with active farmer engagement, has transformed fragmented data into actionable information available for real-time analysis. Teams can quickly compare the results of the current season with previous periods, select any time range – day, week, month or year – and view the results through clear visualisations.
Portality is built on a modular architecture, allowing the functionality to be scaled, with new features, sections and products added at any time. Business logic can be changed and processes reconfigured according to seasonal requirements, market conditions or internal strategy – all without having to rebuild the product from scratch.
The portal’s interface, business processes and integrations with external systems are all built from a library of ready-made modules that can be flexibly configured to meet a client’s business needs. This allows the product to scale without limitations and keep pace with Limagrain’s growth,
says Yurii Hlushakov.
The platform’s flexibility also made it possible to connect external services. The portal now includes a TikTok widget featuring up-to-date video content and reviews, as well as analytical materials for farmers, including market overviews and information on agricultural commodity prices. As a result, MyLG has evolved beyond a simple loyalty programme and become a platform that helps producers navigate current market developments.
With Portality, Limagrain has gained a single digital system for working with farmers and distributors. Speed, control at every stage and simple communication – these were the key needs that the b2beings team was able to address.
MyLG, powered by Portality, has become a fully-fledged digital ecosystem that brings together marketing programmes, digital agronomy services and informational content for farmers. We highly value the Portality team’s openness to product development: the platform enables us to quickly implement new business ideas and scale digital services without the need to create separate IT solutions,
says Oksana Ivashchenko, CMO at Limagrain.
Partners receive all the information and services they need through a single interface, while the company can focus on strategic development and business growth.
