Loyalty scheme operator Fly Buys is offering farmers rewards for buying tractors and fertiliser in a push to enter the lucrative rural sector.
Farmers who join the Fly Buys business rewards will provide personal information about themselves and their businesses.
Fly Buys' chief executive Andy Symons says the information remains confidential but is key to attracting more retailers wanting to target farmers.
He says Fly Buys works with retailers who want to contact those customers but does not forward the data.
Mr Symons says Fly Buys would not want a situation where farmers felt they were being contacted by retailers too often about items they were not interested in.
Heavy machinery retailer Case IH and fertiliser company Summit Quinphos have joined the loyalty scheme.