How important is price? You’d think plenty — an overwhelming factor, especially during inflation.
When automaker legend Lee Iacocca talked about his Ford presidency years, specifically about the iconic Mustang, he said the company knew it had something special in the works. Iacocca reflected how the top executives argued behind closed doors about whether to add or detract two inches of space in the back seat, among a thousand other details. The meetings were fierce, and contrasting opinions collided over not only space, but the style and, well, everything.
One thing that wasn’t an arguable point? The price.
Oh, sure, the executives had in mind that the price of their hot new car must conform to the working class so that the average secretary could afford to buy one, Iacocca said in his autobiography. However, they certainly were focused on quality above all else.
I know, cars and groceries — specifically fresh produce — are not the same.
However, I find it interesting to listen to why people choose where they shop, as well as the most important factors involved. I’ve overheard many people over the years (customers in the stores, people talking while getting their oil changed, friends and family chatting at a cookout), and price is not necessarily at the top of their list regarding grocery store preferences.
What they do say follows below. I’ll paraphrase some of the more common opinions I’ve heard:
- Convenience — This is a frequent comment: “I live exactly 1 mile from two separate grocers — 1 mile north, 1 mile south. Both are convenient enough to drive to, but I go to the store where the lot is large, well lit (safety), the one with the drive-thru pharmacy that I don’t always use but love it for when that’s all I need.” Convenience is a big factor.
- Well-staffed and helpful employees — “I just hate going to the (disliked second choice banner). They only have one or two checkstands open, even on the weekends, and are often out of what I’m looking for. The store I love to shop at has plenty of help, and they open a checkstand when the lines start to back up. I just love the butcher who takes care of my special requests, and the same goes for the produce manager and his staff. I love how friendly and helpful they are and often give me a sample of something, advise me how to select a cantaloupe or cook an artichoke, and let me know when something special is on the horizon like local peaches or homegrown sweet corn.” When you hear what a customer loves about their shopping choices, you know you’ve earned a regular shopper.
- Freshest produce — Speaking of the produce aisle: Customers respond well when the produce department is consistent in getting set up in the morning, is stocked well and has a near-grand-opening look much of the time. Shoppers appreciate an exceptionally managed produce department, period. They may not say it in a lot of words, but this says it all: “I just love the produce at ‘my’ store. They have everything.”
- Wide selection — Within the store, customers’ buying instincts kick in when they have options. I overheard a customer once say that our store was her favorite because we not only sold a small-sized mustard and large, but also that we offered a medium-sized mustard as well. Multiply that impression by the numerous basics that people shop for, and it’s easy to see why this is such an important factor. With fresh produce, variety means multiple apples, pears and citrus SKUs, bulk and bag offerings, and more — and that each display has an ample selection of the fresh items on display to choose from.
- Organization and cleanliness — I lump these two together because they go hand in hand. “When a store is neatly laid out, has wide aisles and has clean everything, I notice.” Even if unspoken, customers can sense it. If you walk into a store with overflowing garbage cans out front, sticky floor entrances, an off-odor lingering, upswept debris, cobwebs on the produce scales and so on — it’s a dirty store. Dirt repels shoppers, it repels sales and, by extension, repels repeat customers. Organize it, clean it and maintain high standards. It pays off.
- Priced right — We’ve finally arrived. It’s funny because price is not the first thing I overhear from consumers. Oh, it’s a factor, all right, and it is important that you are priced as competitively as possible. But keep in mind that if you check off all the other boxes, many shoppers are willing to overlook having to pay a little bit extra here and there — if they’ve otherwise had a pleasant (or at least pain-free) shopping experience. Also overheard: “My store may be a little higher on some things, but its worth the tradeoff” from shopping at the lesser-desirable chain.
We live in an era where prices are scrutinized to no end, but it’s also an age where even blue collar or working-class people gladly pay for lawn care, for grocery delivery, for babysitting, because they realize what they’re really buying — is time.
And a positive shopping experience is time well spent.
Armand Lobato works for the Idaho Potato Commission. His 40 years of experience in the produce business span a range of foodservice and retail positions.
Related: More insight from Armand Lobato
