Pick-up Captains for the Win!
Overview
Farms that offer their products for pick up provide Buyers with more convenient fulfillment options. Many Farms located outside of metropolitan areas may have a high concentration of Buyers in certain neighborhoods. To ensure your pick-ups are streamlined and convenient, you can offer pick-ups in various locations, such as someone’s home or a local business. Choose a pick-up captain who will be trustworthy, easy to find and access, and give Buyers an optimal location to secure their orders. Added convenience could be the defining factor that encourages Buyers to shop from your Farm rather than somewhere else.
Why Should your Farm Offer Pick-ups?
Pick-up locations help market and attract Buyers to purchase from your Farm in your local community. When placed in highly-populated areas, potential customers will be exposed to your brand and products. Offer pick-ups in neighborhoods where interested Buyers may frequent. If a neighbor sees that a house down the street has a popular Farm pick-up, they may be intrigued to place an order due to the easy access and convenience. This will save your Farm time from dropping off dozens of orders individually around town, and will make it easy for a collection of Buyers to get to their items in one location.
Adding other pick-ups within your community’s local loop - schools, churches, businesses - will give Buyers even more access to your products around town. Anyone who frequents these locations will see your fulfillments regularly on display week after week. Again, this can intrigue potential Buyers to inquire about your Farm, spurring future orders. Consider the best locations to place your products so that they are visible, easy to park and pick-up conveniently. You want as much brand exposure in front of community members as possible.
Establishing Pick-up Locations
When establishing a pick-up location, it is imperative that you choose places that will be most convenient for your Buyers. Consider survey or analyzing the locations of your existing Buyers. If your only pick-up location is 45 minutes outside of town, it may deter potential Buyers from placing an order. Make your pick-up locations where the community frequents regularly. Be sure each pick-up is obvious, so customers do not have to search for their orders. Have clear instructions for your pick-ups, and each box or bag labelled so Buyers can quickly and easily locate their order. If a pick-up is difficult or confusing to find and navigate, it may lead customers to avoid making future purchases.
Market your pick-up locations to Buyers. They should be aware of all of their options prior to placing an order. With Barn2Door, customers can see available pick-up options at check out, however you need to market the possibilities to potential Buyers. Many successful Farms share pick-up options in each of their newsletters, including the dates and times for each location. Others may share photos at pick-ups on social media in a pinned post where Buyers can locate their products. At Farmers Markets or local events, you can share the pick-up options with Buyers in person, or provide a hand-out (map) of pick-ups around the community.
Choosing Pick-up Captains for your Farm
Choosing pick-up captains for different locations is an important process. You must choose people you trust, who are organized and well-positioned in areas that are visible and where other Buyers consistently frequent. Being a captain is a commitment, because they have to help maintain a pick-up venue (e.g. coolers, table, shelves) at their house or place-of-business for others to retrieve their orders.
The locations should be easy to navigate, with easy parking, so Buyers are not confused upon arrival. Signage can be used to show customers where the pick-up venue is located. Your Farm is busy, especially on fulfillment days, so you want to rest assured that you will not have to micromanage every pick-up location. Choose captains that will be easy to communicate with, and understand your Farm values.
Thank pick-up captains that offer their homes and businesses with discounted products, or even free add-ons. This may encourage them to further share your Farm with others in the community. Pick-ups are a convenient way for Buyers to access your products, but also act as a great marketing tactic within your community.
Conclusion
Buyers want convenience when shopping from your Farm. Many customers have busy schedules, and may not have the time to drive far to pick-up their orders, resulting in a missed purchase. Make it easy for them to obtain their orders by setting up pick-up locations across your community and consistently marketing their options. Choose pick-up captains who you can trust, knowing they will set up and help Buyers find their orders. These locations must be convenient and easy for customers.
Barn2Door offers software for Independent Farmers to create and promote their brand, sell online and in-person, and save time managing their business. If you’re curious to learn more, watch this 5-minute video.