From farmers market newbie to loyal customer
Brightly-lit aisles, items neatly organized on shelves, linoleum floors, and packaged food in pre-portioned containers. This is what many would associate with the typical American grocery shopping experience. When you consider the environment shoppers are used to, it’s no surprise that the experience of a farmers market may be jarring for a newby. “What!? There’s a place where you can purchase locally procured food items from independently owned businesses set up in rows of tents?” Indeed, there is!
According to a 2016 survey by Packaged Facts, 85% of U.S. adults shop at supermarkets and grocery stores, while only 12% shop at farmers markets. However, market research shows that farmers market audiences have steadily grown in the last decade and will likely continue to grow. As more and more people are picking up the habit of grocery shopping at farmers’ markets, chances are market vendors will have to interact with an increased number of farmers’ market novices.
With new shoppers come new challenges. Instead of getting annoyed by clueless first-timers, take a moment to remember that most people fail the first time they try something new! With time and some grace, those farmers market newbies may become your most devoted customers.
To help your new customers get with the program, here are some tips for dealing with new farmers market shoppers.
Have clearly posted price lists
Many shoppers expect prices to be front and center, like they are at grocery stores. When prices aren’t clearly visible, it may make your customers uncomfortable and keep them from purchasing. Research shows that people who don’t frequently shop at farmers markets perceive them to be more expensive than they actually are. If shoppers don’t clearly see prices listed, they may assume they can’t afford your products. Imagine going to a restaurant that doesn’t list their prices on the menu. Do you ask the server for a price list? Or wait and see what the damage is when the bill comes? Maybe just order an appetizer? Prices will help shoppers decide what they want and what they can buy.
Clearly posting your prices will also help curb hagglers. New shoppers may think flea market/swap meet price negotiation rules also apply to farmers markets. If you encounter a haggler, point to the sign and let them know that’s the price – that usually does the trick.
Let them taste it!
Why purchase a basket of strawberries from a farmers’ market when you can get them for ½ the price at a grocery store? Obviously there are numerous reasons, but the one most customers will respond to is TASTE. If they can taste the difference, they’ll choose local and fresh over the grocery store whenever possible. Giving out samples is also a great way to get shy shoppers into your market booth. People love free samples and are often willing to exit their comfort zone if there is free food involved (What would you do for a Klondike Bar?). Once you have their attention with a bite of free food, charm them with your friendly smile and great personality.
Pro tip: Beware of overzealous samplers! Especially if you’re sampling items like cheese or hummus, hungry customers may graze at your booth instead of purchasing anything. If you decide to give samples, put up a sign that says “Try 1” or hand the samples out yourself. Even then, you may have to occasionally remind shoppers that they are at a farmers’ market, not a buffet.
Get to know your customers
While grocery store shoppers may use supermarket trips as an opportunity to put in a pair of earbuds and answer phone calls or catch up on their favorite podcasts, farmers market shoppers enjoy a more friendly shopping experience. Survey after survey of farmers market shoppers report that people go to farmers’ markets specifically for social interaction. It isn’t uncommon for vendors to develop long-lasting friendships with their customers.
Get to know your customers by asking questions and telling them about yourself. The more they get to know you, the more connected they will be to your products. There is no better (or cheaper) way to build brand loyalty!
Give them knowledge
A customer walks into your market booth and asks a dumb question – it probably happens 100 times a week. New shoppers may not know a whole lot, but Instead of getting frustrated, share your knowledge with them. Give your customers tips on how to store your farm fresh eggs or chicken. Invite a local chef to do a live demo at the market using your product. Share your tricks on preparing seasonal veggies or recipes using your packaged food item. New customers will be amazed at your wealth of knowledge because they aren’t used to purchasing groceries from food experts.
With a little effort and a lot of patience, eventually that clueless customer will be a farmers market pro!