2Bits: Farmer market farmer tips–targeting the male grocery shopper
I went down the street to the 24-hour grocery. When I got there, the guy was locking the front door. I said, ‘Hey, the sign says you’re open 24 hours.’ He said, ‘Yes, but not in a row.’
Steven Wright-Brainy Quotes
Supermarkets are targeting guys! How about you?
Men and women shop for groceries differently.
Lucky’s Market, a Boulder, Colorado, based grocery store chain successfully uses humorous advertising as part of their marketing strategy to help men feel comfortable shopping in their stores.
Lucky’s also understands that men like when they can see the exit. So Lucky’s stores are reducing visual clutter by creating straighter aisles and lowering their shelving by 2.5 feet so shoppers can see around them better.
Shopping habits grocers notice men have:
- Less price-sensitive, and less health-conscious
- Buy too much of a food item or too little. They usually don’t shop with lists and forgets items too.
- Shop in a “search-and-retrieve” manner. Quick into the grocery store. Quick out.
- Shop for fewer items, so they shop more often. They buy for right now or tonight. They don’t plan ahead.
- Like to shop alone.
- They tend to buy more meat, buy pricier meat cuts, and are more influenced by brand and reputation.
How can you expand your customer base to include more guys? Think outside the box. Farmers that sell directly to their customers at farmers markets or online in a marketplace can appeal to more guys!
Meat farmers can create meal packages or kits:
Instead of pricing by the pound or each, group and price cuts together for specific meal. Label as “Dinner for 2” or “Dinner for 4.” This could be 4 ribeyes, 4 pork chops, or 4 chicken thighs or breasts.
Have signage that makes this easy to understand and quick to buy.
Produce farmers can also advertise lunch or dinner kits.
Group and price complimentary veggies for cooked or salad items together. Kale, spinach, and carrots for salads, or potatoes and corn for grilling sides.
Encourage pre-ordering online so these “meal kits” are packaged, pre-paid for, and ready to pick up!
Make your farmer market booths easy to access and easy for you to help your new male customers.
Move your tables so you’re not standing behind them. Be visible and approachable. Stand next to them. Talk about your produce and products (sell your story or brand), then hand them their order.
Talk to the farmer market manager and market board about grouping vendor booths together that complement each other.
Place meat vendors next to spice and barbecue sauce vendors; bakeries next to jams, jellies, and honey; veggie and fruit vendors should be neighbors; and egg vendors next to pork producers (think bacon & eggs!).
Schedule a market event that caters toward guys
Make this a no tent day (a rain day may be needed and do this when the temps are mild) so the market seems more open. Encourage vendors that offer men’s skin care items to attend that day.
Most farmers markets can’t or don’t offer beer gardens, however this may be worth considering–could be great for a week day afternoon market.
Schedule and advertise meat cutting demonstrations.
Invite chefs or local butchers to showcase their cutting skills.
Offer a car-related incentive!
Supermarkets are offering gas discount programs to lure male shoppers. Farmer markets could partner with civic groups wanting to raise money by offering car washing next to the market. Check city regulations and water availability. Give vendors coupons advertising a car wash for “x” amount when they spend over “x” amount of dollars with a market vendor.
It is good to know that many men consider sharing grocery shopping an important part of their family relationship. Farmers selling directly to their customers online and at farmers markets can grow their male customer base and strengthen current male customer relationships with just a few tweaks to their marketing and product offerings!
Joining 2BuyAg’s online marketplace is a great way to build your male customer base and better cater to their unique shopping habits!