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Managing Increased Customer Traffic at Your Farm Market

Managing increased customer traffic at your farm market can be both a rewarding and challenging experience. Higher foot traffic means more sales opportunities, but it also requires strategic planning to ensure a smooth operation.

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Updated:

July 3, 2024

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On a recent sunny Thursday morning, I visited a well-established farm market to talk with the manager. The parking lot was nearly full and inside the market, there were three registers in operation, and they still had a line of customers waiting to check out.

Customer service trainer and author, Jeff Mowatt, has some tips on how to handle periods of rush.

1. Remember, this is a good thing!

"When you see more customers arrive, don't let them see you sweat. Take the professional approach and broaden your smile – even though it may be slightly forced." Keep in mind the adage of LL Bean who said, "Customers are not interruptions to your work, they are the purpose of your work."

Some things you can do in advance of an onslaught of customers.

Label sections and products clearly to help customers find what they need quickly.
Highlight specials and discounts to attract attention and move inventory faster.
Have multiple checkout points to reduce waiting times.

2. Don't make things worse.

"One of the most frequent gaffs in frontline service is when a customer needs to ask a question, but the employees are preoccupied – talking with each other. Even more aggravating is when the staff congregates to socialize while customers are left to fend for themselves."

Regardless of what the employee is engaged in on the sales floor, it is critical that associates are visible and available to customers. Train staff to handle customer inquiries and issues promptly and politely. Does the staff have knowledge about the products in the market? Do they know who has answers to certain customer inquiries? You don't want to hear an associate say "I don't know" and not offer a solution.

3. Acknowledge walk-ins right away.

As soon as that customer comes through your door they should be greeted. A smile and a simple "hello", "welcome" or even better, by their name if they are a regular customer. Even if you are assisting another customer.

4. Address chronic staffing/line management issues.

Many markets have staffing issues, but we don’t want our customers to see or suffer from staff shortages. Particularly when it comes to the check out. We want our customers to linger as long as possible in our markets but when they want to check out, they want to do it quickly. That said, a line of customers waiting to checkout is not necessarily a bad thing if the is moving. A line can be an opportunity sell more products.

5. Comfort and Amenities.

Consider the customer experience at your market. Are we providing opportunities for the customer linger and enjoy the market?

Seating Areas: Provide seating for customers to rest, especially the elderly and families.

Refreshments: Offer refreshments or samples to enhance the shopping experience.

Restrooms: Ensure restrooms are clean and accessible.

By implementing these strategies, you can effectively manage increased customer traffic at your farm market, ensuring a positive experience for both your customers and your staff. This will not only help you handle the current influx but also build a loyal customer base for the future.