Agriculture Reference
In-Depth Information
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'Freshly harvested';
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'In season now';
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'Locally grown';
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'Grown by me'.
The key is to develop 'action signs'. Signs focus the consumer and a call
to action will increase the average sale per customer.
Do not smother the stall with this type of signage. Focus on one new pro-
duce item every time the stall is built. This creates a reason for the consumer
to come back next week.
Farmers know they are local, but often the tourist does not know. The stall-
holder may say it is obvious, but take a look around the market from a customer's
perspective. Recently in the UK there were farmers from France with stalls and
stall owners with Polish and German accents. The consumer had no idea who
was a local. Stallholders need to tell the consumer via signage that they are a local
farmer. Put up a picture of the farm as a form of reassurance to the consumer.
Food miles are becoming increasingly important and farmers can use
food miles to provide a local message. For example:
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The supermarket cabbages have travelled 1000 miles; these cabbages
travelled 10 miles from our farm.
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These carrots were still in the ground yesterday, they are local and they
are fresh.
Do not assume the consumer knows who you are and where your farm
is located.
10.
Tilted displays increase sales
The aim is to present produce in the most eye-appealing way. Tilting the
product towards the customer makes the product look more appealing. This
is easy to achieve. All the retailer need to do is to raise the rear of the display
using slats of wood, cardboard boxes or anything else that can do the trick.
This is a simple technique that could increase sales per linear foot or metre.
11.
The strategic positioning of red
Look at the colours in the fruit and vegetable department in a local super-
market. The chances are, if the manager of the department is astute, produce
such as red apples and red capsicum are positioned in the middle of the dis-
plays. This did not happen by chance - they were strategically positioned there.
As a producer of the product with a selection of green vegetables that
were laid out along the full length of the display, the chances are that more
are sold at the ends of the linear display and less in the middle. Consumers
tend to purchase at the ends. The aim is to maximize sales along the whole
shop fixture. Therefore red is used in the middle of the bench to attract the
consumer and lift sales. Why red? Red has hidden messages in a consumer's
mind. It can indicate danger, stop, passion or sexiness. Whatever the sublim-
inal message, red stands out and attracts the eye to it. The aim is to draw
the consumer's eye to the middle of the display. It works; give it a try on a stall.
