Chapter 2: Farm Market Layout

Now that the demand side, the firm, the marketing plan and the outside physical aspects of the farm market have been covered, we turn our attention to the interior of the market. This chapter addresses the display and selling area, customer traffic flow studies, and other support areas.

Layout Principles for Display and Selling Area

The layout of a farm market influences customer traffic flow. Layout should "encourage'' customer flow through the market, exposing customers to products and services with a minimum of hassle and a maximum of satisfaction. If the principles of layout are carefully applied, the uniqueness of each farm market--a highly prized commodity--will be preserved.

1.    Limit entrances and exits.

The first step in managing customer flow is to control where customers enter and exit the market; this helps to eliminate traffic congestion.

2.    Decide that there will be one customer traffic flow pattern for the market.

One needs to manage the flow of customers through the market. Strategic product location and display beat petty rules and regulations every time.

3.    If baskets and/or hand baskets are offered make sure they're easily available early in the shopping experience and design the entire market to facilitate their use.

Increase sales by helping customers get more products out of the market.

4.    Place produce first in the shopping pattern.

Put your "best foot forward." If you wish to project an image of a variety of fresh fruits and vegetables, don't clutter the display up with other items. Related merchandise can be introduced to customers later in the shopping experience.

5.    Design the layout so traffic moves one way.

Congestion, which hurts sales, is created more quickly when traffic moves two ways.

6.    Avoid secondary aisles.

Most customers want to make only one trip through the market.

7.    Keep produce displays away from entrances and exits.

Give the customers a brief period to collect themselves and get ready for a rewarding shopping experience. Do not make them stumble over products on the way in or out of the market.

8.    Design aisles wide enough to handle peak congestion periods

Customers need aisle space for shopping; plan aisles 6-to-8 feet wide.

9.    Arrange the market to encourage "bounce" traffic.

When customers turn from a display, they have a view of merchandise across the aisle. Such cross-shopping exposes the customer to the whole store as they move through.

10.Use specials to pull customers into comers and "dead" sales areas.

Specials can "brighten" a slow turnover area.

11.Arrange displays to encourage complete shopping of the market.

Exposing customers to all the merchandise will result in increased sales. Surround customers with produce rather than aisles, and limit "escape" openings in the traffic flow.

12.Well-lighted and clean facilities welcome complete shopping.

Customers like a pleasant shopping environment.

13.Place scales and bag facilities strategically throughout the market .

Make it easy for customers to access these items with minimum traffic congestion.

14.Checkouts should be modern and consistent with the volume of business. Checkout lines should not interfere with the traffic flow of shoppers.

Do not ruin an otherwise pleasant shopping experience by forcing customers to endure a long wait, or to fight through other customers to get checked out.

15.Locate the backroom close to the sales area to minimize clerk tray.

Minimize congestion and don't waste labor time in transit.

16.Make the customers' last thought of the market a pleasant one.

Make it easy for customers to get out of the market, into their cars, and on their way. A smile and a thank you can bring large returns.

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