Agriculture Reference
In-Depth Information
When non-users are asked what is needed to encourage more on-farm
shopping the responses include:
A more convenient location. We have clients who have opened farm
shops in retail urban environments, bringing the farm to the customer,
but this does bring with it more challenges and takes the tourism ele-
ment away from the farm. It is also questionable if this is a farm shop in
the true sense.
Consumers ask for more marketing information, including when the
farm is open as well as more details on the web of what is for sale.
Parking, city dwellers are not used to driving 'off-road' even if it is only
for a few metres.
Pricing. It needs to be fair in consumers' eyes.
The lack of public transit availability is often a factor that deters some
consumers.
Developing a farm shop
Developing a farm shop that works takes time, and the more planning that
you can do at the start of the business the more successful your business will
be.
In our opinion there are three essential topics you should read before you
start developing a retail store. They are:
Why We Buy, the Science of Shopping . 5 This topic discusses consumer shop-
per psychology.
The Experience Economy. 6 A book on developing the shopping experience
for the consumer.
Just About Everything a Retail Manager Needs to Know. 7 This is a practical
'how to' book on retailing.
Develop your thinking as a retailer when designing a farm shop. Take
the following thought pattern to design the retail business.
Access
The first impressions the culinary tourist makes when approaching the site
are critically important. If the site does not have 'street appeal', the potential
consumer is going to pass on by. The challenge is how to make an impressive
first impression to stand out to the consumer, whilst still being safe for the
traveller. It needs to be different, appealing and provide easy access. Less-
abled visitor access, and secure and safe parking for vehicles once they have
arrived on the property, should all be considered.
The building
Ideally an iconic farm building of the right size in the right location makes life
easy. Alas, it is rare to have the right building in the right location for successful
farm retailing. Most farmers have to convert an existing building or start with
 
Search WWH ::




Custom Search