6 Ways to Attract More Custom

Strong Leadership Means Quality
“Most people place location as the most important element for a successful farm shop,” says Michael Mack of FARMA. “However I have reached the conclusion that the best shops and therefore the ones which attract the most active customers are the ones who have a strong leadership team.”

Strong leadership ensures that there is attention to detail in all areas. “For example, ensuring the marketing strategy matches the customer profile, the product mix is in line with customer needs and that the staff throughout the business understands these values.”

When a business lacks leadership and vision from the top, the service and quality drop. “This leads to poor customer satisfaction and feedback. Poor reviews quickly lead to a declining footfall. Driving customer footfall has to start from the top for any retail business.”

Come up with a strong marketing plan
“Word-of-mouth recommendations are one of the most effective ways to draw in new customers,” says Jon Edwards of Ludlow Food Centre. However, in order to share the customers’ positive experience with friends and family, they must be completely satisfied by the quality of your products and equally, the standard of service that they receive.

“Unfortunately, you can’t control or monitor recommendations so it is also advisable to implement a coherent marketing plan to help spread the word to the wider community, in a targeted, strategic manner.”

Make sure potential customers know who you are and where you are
Victoria Holland of Washingpool Farm Shop & Restaurant says: “If, like us in Dorset, you are unable to have brown signs pointing the way, then social media, a good website and branded vehicles are and excellent way of letting people know without costing too much money.”

Develop relationships
“One of your objectives should be to encourage existing customers to shop more frequently at your farm shop,” says Jon Edwards. In order to do this, developing relationships is vital.

“Good communication is key: from having knowledgeable and enthusiastic staff on the counter, informative in-store POS, through to delivering compelling eshots, newsletters and targeted promotions that appeal to your customer base.”

Ensure good interaction in all quarters
Good interaction on all levels is another key to success, as Jon Edwards explains. “We aim to establish links between departments to drive footfall: this can be through promotions that highlight suggested pairing ideas.”

Achieve the right mix of ingredients
“Retaining a regular, loyal customer base is essential,” says Emma Ward. “And for this to be achieved, high standards of customer service, product quality and pricing is key. We find that if we can get these key ingredients right, then word of mouth is our best source of attracting new customers.”

Image: the award-winning team at Uncle Henry’s