How to Get Your Buyers to Order Online
Did you know that 9 out of 10 American adults have made an online purchase? Buyers are forgoing the traditional experience of in-person shopping and prefer the convenience of shopping for products and services anytime, anywhere, online. That’s why when Farms transition to selling direct to their customers online, they drive more consistent orders. But, how can you convert existing customers to this new way of shopping from your Farm?
A small minority of your existing customers will initially be resistant to ordering online, but the majority of customers will be happy to place an order with the click of a button. Having an online shopping experience available from your Farm opens the door to a whole new group of customers for your business. Since 99% of Americans do not regularly attend farmers’ markets, pivoting online is the most efficient way to attract and access new customers.
How to Transition Customers to Ordering from your Farm Online
You have a unique relationship with your customers. They’ve bought from your Farm before, maybe even toured the Farm and admired your work, and they love supporting locally grown and sustainably produced food from your Farm. These variables help when you transition to an online store.
As you pivot your business online, tell your existing customers how they can purchase from your webstore and spread the word wherever you can. With clear and consistent communication on all channels – web, mobile, social, and email, the shift to ordering from your Farm online will become their new norm. Here’s an example message for your website and social media and to use in newsletters and emails:
Hey there, it’s Erin at Burke Ave Farm. We’re excited to announce a new online store that lets you order from our Farm anytime, anywhere with a couple of clicks! You’ll be able to “Shop” from my website, Facebook, and emails. You can even choose delivery or pickup options that work best for you. Not only does this make it easier to get your fresh veggies, but it makes it SO much easier for me to collect and fill your orders! Check it out: [store link].
Paste that message (or something similar) anywhere your customers are looking. Add a banner on your website, “pin it” to the top of your Facebook or Instagram page, and include it in all your emails and newsletters. Your customers are everywhere, so cover your bases! Repeat yourself in social posts and emails to your customer list. In-person, pass out flyers, including a QR code that links directly to your online store.
Read: What's Your Email Strategy? Do More With Less Effort
Listen: Success on Socials: Tips for Growing Your Farms’ Social Media Presence
Many buyers will hear you loud and clear, click the link, and discover how easy it is to buy from you. In our experience, 95% of your loyal customers will transition to online ordering within the first 90 days. However, customers who’ve called to place orders for years may need a little coaching. Here are some helpful tools to re-train them:
1. Send your store link (again and again).
When a customer calls or texts you to place an order, or asks a question about inventory, fulfillment and pricing, reply with a quick response, and the store link to the specific item. This is a great way to show them how easy it is to point, click, and purchase! Here’s an example:
Customer: “Hey Erin, are the tomatoes ripe yet? I’d like to order 5 lbs for canning. How much and when can I meet you?”
Farmer: “Hi Lee, great to hear from you. We have tons of tomatoes right now. You can add tomatoes to your cart and choose whether you prefer pickup or delivery before checking out. Use this link to shop now: [store link].”
2. Offer a promotional incentive.
When you announce the change, run a promotion to offer 10% off customers’ first online order of $25 or more. They’ll be keen on the discount and discover how simple it is to order.
3. Send weekly order reminders (automated).
Group your customers and schedule an automatic order reminder with a link to shop from your store. You might be surprised to learn that Farms that send these automated reminders to their customers average +28% more in monthly average order volume.
Read: The Importance of “Order Reminders” in A Digital Age
4. Order on Behalf of a Customer.
For demanding customers, meet them halfway. If an individual is determined to call or text you, then place an order on their behalf. This can be useful, too, when a customer may want your guidance on a specific product before purchasing.
Bottom line? The trend is online. While it’s normal for some customers to resist change, transitioning to selling online caters to the majority of customers who prefer to shop online. Ultimately, you’ll save time and money, increase sales, and access more customers. Online ordering isn’t new for the 92% of American adults who have purchased on Amazon. So, don’t be intimidated when you have a noisy customer who is resistant to change. Gently explain why it helps your Farm business, and they’ll come along.
Barn2Door provides an all-in-one solution for Farmers to grow and manage their business. If you’re curious to learn why successful Farmers run on Barn2Door, watch this 5-minute video.