Community Farmer's Market Uses Tech Tools to Gain Competitive Advantage

For nearly 40 years, the Belleville Farmer's Market in Belleville, IL has been delighting its customers with fresh fruits and vegetables. The moment you walk in the door you feel as though you've stepped back in time. Beautiful displays of colorful fresh fruits and vegetables greet you along with helpful, friendly staff members.

But in recent years, the produce industry has seen dramatic changes. Always challenged by the seasonality of the business, now the community market faces fierce competition from big box stores and large grocery chains. In order to compete, the market's general manager, Rick Delaschmidt, says they focus on leveraging their customer relationships.

"We are a small guy so when folks come in here we know their name and their kids names," Delaschmidt explains. "Those things bring value to the customer and it is something you can't find in larger stores."

While you might consider a local produce market a rather low-tech business, the Belleville Farmer's market utilizes technology tools to help level the playing field with its competitors. Lacking the funding and the marketing budgets of the big guys, Belleville Farmer's Market created innovative marketing strategies to expand its brand and boost business. For example, about a year ago the store launched an email marketing campaign. It started with zero email addresses and now boasts a database of more than 10,000 customers. The twice weekly emails offer special discounts and promotions so recipients look forward to receiving them.

"So the customer doesn't have to print out the email and use up their printer ink, they write down the coupon code with each promotion. We track the coupon use so over a year or so we get upwards of a 10 percent conversion rate," Delaschmidt says.

Traditional media options such as direct mail or advertisements typically only drive a one to two percent conversion rate. "There is nothing in our business that we've found that has a better return on investment. It's a game changer," Delaschmidt adds.

In addition to its email marketing strategy, the market also hosts a Facebook Fanpage which has several thousand fans. The market uses Facebook to boost business during cold winter months. The Fanbook page provides an opportunity for customers to place their produce orders online, then pick them up later.

"We have the shopping cart built in where folks can order and check out with Paypal or a credit card. Then we provide curb side take away. We bring the order to their car so they don't have to get the kids out again when it's cold," explains Delaschmidt.

Technology truly levels the playing field for small businesses. Leveraging technology tools in creative ways can build your brand and increase your bottom line.