thinking like a retailer - farmers market coalition · example: whole foods 1st wow outside looks...
TRANSCRIPT
Your Edge in a Changing Marketplace:
Thinking like a Retailer
March 19, 2014
Welcome
Moderator: Brian Moyer
Penn State University Extension
Presenter: Eric Barrett
Extension Educator
Ohio State University
About the series
Help farmers markets strengthen their position in the marketplace by understanding the characteristics of their customer base; building a brand worthy of community support; and staying competitive in a rapidly evolving local food scene.
Why Think Like A Retailer?
• Increased number of farmers markets
• Consumers have more retail choices
• Vendors have more market choices
Think Like a RetailerAn overview for Farmers’ Markets
Eric Barrett
Branding from last Session
• Be sure to watch this webinar!
• Branding is the start of your visual identity
– It’s how customers see your market
– It’s how vendors see your market
– And determines their future with you
Our mission• To give you an Edge in the marketplace
• By going beyond what you think of as a brand
– Everything you see
– Everything you miss
Retailing 101
Retailing 101• Is your shopping experience up to par in
today’s marketplace?
The big guys are copying!
• Have you checked them out?
• How can you continue to differentiate?
Retail Trends• Social media rules
– Pinterest/Twitter - Recipes
• Technology rules
– Smart phones
• Try here, buy on-line
– We can avoid this, right?
• Relationship marketing
– The old, “new customers are too expensive”
• Entertainment
– Interactive
Food Trends
• Convenience/snacking
• Healthfulness
• Local
• Men are shopping more
• Boomers control ½ of
food dollars by 2015
Implementation!
• Show your vendors!
• Make “Snack” a common word
• Ideas?!!
YOU have an edge, right?
• Authentic
–Talk to the farmer
–Ask how it was
grown
Competition
What are they using?• Farm stand like displays
• Hyper local sourcing
• Constant connections with customers
– Social media, sampling, logos on bags…
• Sales tactics
– Customer loyalty, incentives, sales…
• Why is it working?
– Location, convenience, image
Activity
• Get started now!
• Homework
• Analyze
– Competition
– Market
– Vendors
Example: Whole Foods
1st wow outside Looks like a farmers market! Cool!
1st thing seen inside Produce, produce, unique produce
Logo appearances Every sign, pricing sticker, napkins
First friendly hello Produce stock person
Employees wearing… Aprons, solid color w/logo
Visible Prices, Sales Clearly marked prices, yes sale items
Displays Bright, colorful, full, farmer bios
Bundled items Holiday table – flowers, food, coffee
Avacados, tomatoes, cilantro, onions
Most memorable part of visit unique items, vastness, produce!
Most memorable ‘item’ Blood oranges
But, it’s not that easy• We are more than our competition!
Product
Products – what are you selling?
Why do people buy cars?We assume…
Safety
To get somewhere
?Really?
Satisfaction
Status
Speed
Style
Cup holders!
Etc…
Peppers
Quality in Direct Marketing• Varieties are different
• Quality is different
• Vendors must comply
• How do customers use it?
• Why does it taste better?
– Tomatoes
• Sprinkle Salt, Drizzle oil, refrigerate for 30 minutes?
• Compare yours to others.
• go.osu.edu/producequality
Product Mix
Vendor Gap Analysis
Vendor Gap Analysis
Vendor Tomatoes Early
Tomatoes peak
TomatoesHeirloom
Sweet Corn
Berries Stone Fruit
Pome Fruit
Value Added
DairyCheese
Eggs Root Crops
Greens
ABC Farm x x
DEF Farm x x x
GHI Farm x x
JKL Farm x x
XYZ Farm x X X
• Where must we set limits?
• Full Time – Seasonal – Part Time
• Where at the opportunities (holes)?
Seasonality• Are grocery stores seasonal?
• Have CSAs eliminated seasons?
• High Tunnels?
• You MUST engage all winter
– Recipe of the week
– Local partner of the week
– Staying local in winter
– Cooperative ordering
– Farmer profiles
Whitehousefruitfarm.com – year round
Customer Focus
Who are they?• Usual - ‘women 25-44’ & some boomers
• Is this still true?
• Are you noticing more men?
• What are their preferences?
– Market day/time
– With their children?
– In a hurry?
Why are the coming?• Pre-conceived concept of a market
– You MUST meet, exceed their expectations
• Delightment
– Foodies
– Be careful of carnival
• They feel important
– A genuine welcome
– Convenient parking
– Thank you’s after sale
• Beyond product
Why are they staying? Returning?• Loyalty
• You are reminding them!
– Clip board sign ups
– Group.me app for texting
– Social media
– Business cards, etc.
– Refrigerator magnets
• Constant communication
– Build the brand
Prices start @ $38/month
http://farmfanapp.com
Other Options for Markets/Farmers
• Worth the price!
– Know the challenges
– Trial on whatever you try
• Group Texting, Posting
– Group.me
– Twitter, Facebook
• Define your own rewards
Site & Layout• Layout is NOT just for
farmers
• Part of delightment
• Keeps mind on purchasing
• Where am I?
Site & Layout• How do customers move?
– To the right!
– Towards interests
• What is the best spot?
– Are you charging more for it?
– And…maybe less for worst one
• You are agile!
– Try something different
– You can always to back…
Putting it all
together
Your Homework
• Go beyond
competition
• Analyze your own
operation
• Rome
wasn’t built
in a day…
Resources• Listed on the Farmers Market Coalition site
• Other information from me:
Questions?
farmersmarketcoalition.org
pasafarming.org
Eric Barrett, Ohio State [email protected] | 330-533-5538u.osu.edu/directmarketing
Brian Moyer, Penn State [email protected] | 610-391-9840www.facebook.com/PAfarmmarkets