Agri-retailers need to know the ins and outs of new products to be able to best serve their customers, but adopting and understanding innovative technology can also strengthen the relationship between business and customer. If agri-retailers can stay in front and be users of new technology, to be able to say, ‘We’re seeing this capability working with this tool, but we’d recommend this other tool for these issues,’ that kind of help on the ground is useful,” says Lisa Prassac