January 2019 - 33

FARM MARKET & AGRITOURISM
How can farm markets compete with online delivery?
By Brian Moyer
VGN Columnist
How can farm markets compete with
online delivery? The simple answer is,
you can't.
So, the question really is, what can you
offer that the online companies can't?
The main attraction of ordering products
online is convenience. Are there things
we can do in our markets that add some
convenience to the buyers' shopping
experience
without taking
away from the
main reason
they might be
at your market
to begin with?
Things that
make your
business stand
out such as the
experience,
BRIAN MOYER
authenticity, and relationships that you
have hopefully created for your customers.
Grocery stores see their online
ordering slowly increasing, which leaves
the industry trying to figure out how to
handle it. At my grocery store you can
order online. They give you a time to
come pick up your order, and you then
pull up to the front of the store while they
bring it out to you and put it in your car.
All this sounds very nice, unless you are
one of 90 percent of the customers who
still shop AT the store. The experience
for that customer is struggling to find a
parking space and bumping into store
employees clogging the isles filling online
orders and long checkouts. Basically, the
store shopping experience is that I'm not
as valued as the online customer is. The
grocery store is making it as convenient as
possible for the online customer while not
addressing the shopping experience for
the in-store customer.
I think we can create an experience
that values all of our customers. We as
small business owners have the flexibility
to address our customers' needs more
easily than some larger businesses can. As
part of a community, we understand the
people of that community and can cater
to their needs.
Maybe your market has an online
ordering option, or you are thinking about
having one. That's great, and that is an
important convenience option for your
customers. There are many companies
offering software for your business that
will do just that, but what are we going
to offer online? Prepared foods that are
ready to heat are very popular particularly
with millennials and I see a good number
of markets adding this to their offerings.
Chances are you know what your kitchen
will be offering for the week ahead. How
about promoting that week's offering on
social media, and maybe have a menu
page on your website so your customer
can plan their meals for the week. Maybe
Offer something at your farm market that an online company can't. Photo: Brian Moyer
we can offer preorders where the customer
prepays and picks up without waiting in
line if they are in a hurry.
For the moment, online grocery
shopping is primarily for what's known
as " center of the store " items. That is,
household products. People still want to
be able to see, touch, and smell their food
so let's enhance that experience for the
customer. If you don't have a bakery or
a kitchen, how about bundling products
together? Something not only visually
appealing but gives them great ideas for
creating a dish or a meal. Do you offer
a gift card or have a rewards program?
Are there other farm markets or small
businesses in the area that you can partner
with to create a " passport " program that
encourages them to visit more of the local
businesses? These are things that not only
can get them to your market but keep
them coming back. VGN
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January 2019

Table of Contents for the Digital Edition of January 2019
