Agriculture Reference
In-Depth Information
Put a red product in the middle. If red product is not available, use a red
drape or backing colour in the centre of the display to achieve the same result.
12.
Indenting sells
People love to shop where they feel comfortable and hesitate to shop when
they are not comfortable. If a consumer comes up and congratulates a retailer
on a display and keeps walking, then the display has failed; the retailer did
not engage the consumer. The key is to build the stall display and then spoil
it, take a product away, make it looked 'shopped'; it makes consumers feel
more comfortable to make a purchase rather than be the first.
When the majority of people go to a coffee shop to purchase a coffee
and a slice of cake, they will select a slice from a cake where there has been a
slice removed already. They feel someone has already taken a slice and there-
fore it is okay to select another slice. The cake where all the slices are still in
place will be a slower moving cake until the first slice has been removed.
This is exactly the same in a market. This law of indenting applies to
rounds of cheese and other items; build the display and then spoil it by
'removing a slice'.
13.
Provide solutions and ideas
McDonald's do not sell hamburgers and Starbucks do not sell coffee. The
consumer goes to the store for the core product, the hamburger or the coffee,
the company representative's role is to then provide the solutions and ideas
to make the relevant add-on sale. Why not sell the add-on herbs with the core
produce? An example could be to promote a recipe book that has been pro-
duced by the farmer and local customers.
14.
Provide simple cooking instructions
We visited our local market recently and visited the new butcher who sold
quail eggs, crocodile meat, venison, kangaroo and ostrich meats. Great, inter-
esting products, but what do you do with them, how do you cook them? The
sales representative had not tried any of the produce on sale and was there-
fore unable to advise us.
If a consumer did purchase, the majority would go home and look in the
recipe book under crocodile or go to Google and check on crocodile recipes.
Wouldn't life be wonderful if the butcher offered a series of recipes himself
for his favourite crocodile dishes?
The role of the stallholder is to provide solutions for the customer, not
just sell produce and products. Stallholders need to provide their favourite
solutions and ideas. Stallholders often assume too much when it comes to
products. Stallholders could ask customers to provide their favourite recipes,
which can be offered free to consumers during the year. At the end of the
year the stallholder can combine all the recipes in a book and sell them back
to his customers. Each recipe owner should be given credit for the recipe in
the topic and thereby make customers the heroes.
Keep recipes simple and easy to understand. The producer is the expert
and should be providing the complete solution and ideas.
