Agriculture Reference
In-Depth Information
Group One: Fast and Logical
These are competitive consumers, they want to be:
•
First to obtain an item when it comes in season;
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They want facts;
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Need a quick summary;
•
Like cross selling.
Group Two: Fast and Emotional
These are spontaneous shoppers. They:
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Respond to limited offers;
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Want to understand how to cook and prepare it;
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Like reviews;
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Want to know how many others have purchased.
Group Three: Slow and Logical
These are methodical shoppers. They:
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Want to know the details;
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Want a good reason to buy;
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Like comparisons;
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Trust reviews;
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Communicate openly about your product;
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Sceptical of competitions.
Group Four: Emotional and Slow
The humanistic shoppers:
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Build loyal relationships;
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Care about what others have to say;
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Appreciate interaction;
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Communicate openly about your product;
•
Each consumer that walks in the door has a different approach to how
they want to engage with the business.
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What type of farm shop is needed?
Farm shops fall into three distinctive types of business.
1.
Local farm shops: these shops serve their community within a 5 mile or
7 km radius of the store. These stores sell local 'known' sourced produce and
keep the merchandising and display strategy fairly simple.
2.
Regional farm shop: these farm shops service a region and need to
extend their facilities to provide entertainment for the children and often
have a refreshment offer on site. They tend to be day-out venues and will
provide produce from a larger catchment area.
3.
Niche specialists: these are farm retailers that provide something unique
in the food industry and consumers are prepared to travel longer distances
