Understanding and addressing customer pain points

It’s crucial to shift our focus from working “’in”’ our business to working “’on”’ our business. By doing so, we can grasp the customer’s journey and identify potential pain points that may hinder their experience.

At retail farm markets, customers often face common pain points that can affect their shopping experience. One significant issue is the perception of high prices, especially when compared to grocery stores. Educating customers about the value of fresh, locally grown produce and the benefits of supporting local farmers can help them understand and appreciate the prices, while offering promotions or discounts can make those prices more competitive.

Inconvenient location or hours can also deter customers, so extending hours or offering delivery services can help. Providing detailed product information through signage, brochures or staff interactions can address the lack of information about products, such as their origin, farming practices or nutritional benefits. Poor customer service is another pain point; training knowledgeable, friendly and approachable staff can make a significant difference.

Inconsistent quality of produce from week to week can be a problem, so maintaining high standards for product quality and consistency is crucial. A crowded or poorly organized market can make shopping stressful, so organizing the market layout to ensure smooth traffic flow and easy product access is essential. 

How easy is it for customers to check out when they are finished shopping? Checkout is also an opportunity to gauge the customer’s shopping experience. “Did you find everything you wanted?” Limited payment options, such as cash-only policies, can be inconvenient, so offering multiple payment methods, including credit/debit cards and mobile payments, can enhance the customer experience.

As retail farm market owners and managers, you may not spend much time in your parking lot, but it’s important to understand that parking difficulties can deter customers. Ensuring adequate parking and providing clear signage can make a significant difference. Moreover, creating a welcoming atmosphere by engaging with customers, offering samples and sharing the story of your farm can build a sense of community and enhance the overall shopping experience.

Greet customers warmly. Make sure to greet every customer with a smile and a friendly hello. Personal interactions can make customers feel valued and welcome. If you have regular customers, try to remember their names and preferences. This personal touch can go a long way in building loyalty. Your role in creating this atmosphere is crucial.

Customer pain points also apply to online customers. Is your website easy to navigate and up to date? If you have online ordering or ticketing, make sure you use the same principles discussed here for the customer. Have friends and family try out the website and share their experiences with you, along with any suggested changes to improve the experience.

By addressing these common pain points, retail farm markets can improve customer satisfaction, build loyalty and attract more visitors. 

— Brian Moyer is an educational program associate with Penn State Extension. As founder of PA Farm Markets LLC and founder and manager of the Skippack Farmers Market, Moyer specializes in assisting farmers markets, retail farm markets, direct-to-consumer sales, and new and beginning farmers with marketing, business and regulatory issues.