Agriculture Reference
In-Depth Information
the store. This is why the toilet paper and dog food are located where they
are in a supermarket. The term is 'bounce' merchandising as the consumer
is 'bounced' around the store to get most of the items on their shopping list.
What are the key purpose products in the farm shop and where should they
be located? A similar product to toilet paper in a supermarket could be po-
tatoes in farm shops in some regions or rice in farm shops in other regions.
The colour scheme
The colour scheme used is part of the brand strategy for the business. Having
said that, there are colours to develop and use and colours to avoid. If we
mention McDonald's most people can tell you the colour scheme McDonald's
use, even if they have never been in an outlet - it is memorable. A farm retail
store should have the same 'sticking power' without using hard colours such
as red and yellow.
The aim is to enhance the rural atmosphere of the location and to convey
the freshness of the produce on sale and therefore pastel rural colours are
often used in farm retail locations.
White is an ideal background colour; it can make the store look bigger
and can also lift and hide an ugly ceiling that may exist. Colours to be wary
of include yellow, which can cheapen the look of the place, and red, which is
a dramatic colour and does not create a relaxed atmosphere.
Lighting
In our view the most under-thought through process is the lighting. Lighting
is also a critical element of excellent retailing. Most commercial lighting sup-
pliers have their own lighting consultant and it is well worth using these
services at an early stage in the project.
Rely on natural light wherever it is possible. Old fashioned fluorescent
lighting can be some of the worst lighting to use as it can often make produce
look grey and unappealing to the consumer. A natural white light is ideal.
Have a lighting plan: some lighting needs to highlight displays whereas
other lighting needs to guide the consumer around the farm shop.
Displays
Farm retailing is one of the best retail environments to build memorable dis-
plays. A farm should keep all its old farm equipment as it can be used as
props for displays. There are a number of different types of displays that
should be used in a farm shop to encourage sales.
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Power displays. The power display position is about four steps into the
store from the front door. Research indicates that this location can increase
sales by 540% compared to anywhere else in the store.
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Ideally the power
display theme should change at least once a month. The display should
be seasonal, topical and circular, no more than
2
m wide and conical in
shape (old tractor tyres make ideal bases for power displays). The prod-
uct should be clearly signed and the stocking level should go from full to
half full to full if sales are to be maintained.
