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farmer project

ECO market delivery service & farming community
The city market is the largest market with a 40-year history of existence. This is a favorite place of the townspeople, where farmers and domestic producers sell fresh fruits and vegetables, flowers, delicacies, and pastries.
  • 40 years on the market
  • 5 ha market area
  • > 200 retail facilities

The organization contacted us to identify delivery bottlenecks and eliminate them.

Also, devise a strategic solution for the subsequent development of the market. The launch of the grocery delivery service didn't bring the expected influx of customers, despite the popularity of the market itself among the townspeople.

diagnostics

The team conducted in-depth research on the methodology of design thinking. We have identified the following problems:

  • 1
    There is no effective marketing campaign in media sources
    Most people did not know about the existence of delivery from the market, as there was not enough news and information about the launch of the service.
  • 2
    Low-quality products for delivery
    Buyers found out about the existence of delivery by accident. But when they used the delivery, they were dissatisfied: the quality of the products left much to be desired and the delivery time was longer than expected. Customers received unripe or rotten vegetables and fruits, as well as products with external defects and damaged packaging.

    Therefore, regular customers who traditionally bought products at the city market decided to abandon the delivery and continue to go straight to the market to choose products with the quality that suits them.
  • 3
    High shipping cost
    The minimum cost of products for which free shipping is valid turned out to be very high. Delivery cost in other services is significantly lower.
  • 4
    There are no strategic solutions
    The company does not have a strategic goal regarding the further development of the farm products market. Launching a product delivery service is a necessary operational solution in the context of changing customer scenarios, but not a strategic decision that a brand needs to be relevant and competitive in 5 years and beyond.
Victoria, 36 years
former buyer
"Before the pandemic, I used to buy products only on the main market for 5 years, the choice and quality were completely satisfied. I was glad when I found out about the opening of the delivery service. So I made my first order and what I got: the tomatoes were crumpled, the berries were rotten, and the packaging turned out to be wet and dirty. So I switched to the delivery service of another farm brand"
Victoria, 36 years
former buyer
"Before the pandemic, I used to buy products only on the main market for 5 years, the choice and quality were completely satisfied. I was glad when I found out about the opening of the delivery service. So I made my first order and what I got: the tomatoes were crumpled, the berries were rotten, and the packaging turned out to be wet and dirty. So I switched to the delivery service of another farm brand"

decision

  • Improve the quality of delivery
    The choice of products was offered to be carried out through an assistant who, in real-time, helps people to select products of excellent quality themselves and even bargain with sellers. This format should develop into live-streaming when customers make purchases during live broadcasts.
  • Launch an effective PR campaign
    We recommended telling about the existence of the delivery service through media channels and conducting a large-scale PR campaign. This approach will allow them to reach more audiences and get more customers.
  • Formulate a strategic decision
    During the analysis of the data obtained from the study, the team realized that it was necessary to create a community. Moreover, such a request has already matured in society.

    Therefore, in the future, the market plans to unite the country's farmers who will be able to sell their products in streaming mode. Farmers do not need to come to the market by themselves, they can sell products from their plots and vegetable gardens. An analog of such a large and global association already exists in China and has proven its effectiveness.

    The company is required to organize the logistics of fresh products from farmers' gardens throughout the country and deliver it to customers as soon as possible.

    We plan to hold gastronomic festivals on the territory of the market itself. Restaurants with local farm delicacies and cuisine are opening there. It will be a great place of rest for citizens and a point of attraction for tourists.

    Organize the delivery of goods from the market in different cities and districts of the capital so that people can pick up their products themselves. Such pick-up points already exist at large marketplaces and are in great demand.

results

The number of orders increased by 320%

  • Increasing the number of delivery orders
    The number of orders in the delivery service increased 2.2 times in the next 2 months compared to previous indicators.
  • Increasing the number of new customers
    The number of new customers, including those who came by recommendations, is 16% higher compared to the current delivery, which indicates the effectiveness of PR and marketing campaigns.
  • LTV increased by 3.2
    LTV (Lifetime Value) – the percentage of return and re-order of products from the company. Its growth was 31%. That is buyers who have purchased for the first time continue to order products from the market in the following months.
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