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:

Thank you!

barrett.90@osu.edu

follow our team blog

u.osu.edu/directmarketing

Questions?

farmersmarketcoalition.org

pasafarming.org

Eric Barrett, Ohio State Universitybarrett.90@osu.edu | 330-533-5538u.osu.edu/directmarketing

Brian Moyer, Penn State Universitybfm3@psu.edu | 610-391-9840www.facebook.com/PAfarmmarkets