When COVID-19 hit, consumers turned directly to local farms for their food more than ever. This tremendous increase in local food sales mixed with pandemic restrictions caused many fresh food businesses to embrace e-commerce and direct to consumer sales.

If you’re one of the farms, farmers markets, or food hubs that’s experienced an increase in your customers due to COVID-19, you might be experiencing the stress and fears of customer retention. How can I manage my new sales system, the constant regulation changes, and keep my customers happy all at the same time? 

At LFM, we designed our platform because we believe that accessible technologies help level the playing field for the local food movement. Our Team is made up of technology entrepreneurs and local food industry veterans. Using our combined knowledge, we’ve put together this expert list of powerful tips to transform new customers into regular customers! 

Tips for COVID-19 Customer Retention

• Customer Service is Key
  Online sales are no different than in-person sales. Good customer service can do a lot for your business! Utilize a system that easily credits customers when products are not up to par or get damaged in travel. Provide a platform that supports refunds and order flexibility. Train your staff on how to talk with customers so that issues are quickly de-escalated and customers feel supported.
  
  
• Differentiate & Tell Your Story
  Many customers came out of fear when COVID struck and as the fear subsides, they need other reasons to stay.  Fortunately, every farm, farmers market, and online market has an authentic story that many of your customers can connect to.  Take the time to tell them about what you do, why you do it, and what it means to the community.  Many LFM customers do a great job of this – including Profound Foods, whom regularly features videos from their founder on their social media channels.
  
  
• Establish Loyalty Programs
  Show your repeat and long term customers your appreciation by creating loyalty programs. This could be either discounts, promo codes, or different price mark-ups for customers who place larger orders. A little goes a long way!  We love the coloring contest that Three River Farmer Alliance has – they print their packing lists on coloring sheets for customers to return each week and announce a weekly contest winner.  
  
  
• Keep It Regular and Simple
  Regular pick up and delivery days, with consistent hours, are crucial for keeping your customers’ trust. If you want your customers to be regular, how and when they order and receive their products needs to be regular, as well. Maintain regular operating hours, and clearly communicate this system to your customers.
  
  
• Avoid Over-communication
  Multiple texts, emails, and alerts every week can be overwhelming and clog an inbox. Streamline and automate your customer communications. One automated weekly email/reminder can keep things flowing, customers comfortable, and not jam an inbox. LFM customer Harvest Drop depends on their communication system to keep their customers (even celebrity customers) happy and ordering week after week.
  
  
• Showcase New and Featured Products
  Keep your online storefront current and exciting. Highlight new and special products as a powerful upsell technique!  Our “Featured Product” option makes this super easy.
  
  
• Provide Subscriptions
  CSAs and subscriptions are an increasingly popular product for home delivery and retail customers. This can help ensure your most loyal customers are able to get your products and can provide more steady income for you. It doesn’t have to be a curated box – it can be as simple as subscription for a dozen eggs or a gallon of milk. Our customer WFM2GO teams with a local farmer to provide an extended CSA share year-long.
  
  
• Allow for Flexible Payment Options and Plans
  Allowing your customers to pay up-front or deposit funds into their account for future shopping helps secure regular income and orders, while allowing payment flexibility for your customers. During this time when people are experiencing financial insecurities due to COVID-19, also consider flexible payment options (like EBT/SNAP payment options) – which can increase customer loyalty and create long lasting relationships.