Short Supply Chain Marketing Tools
In the short supply chain sales process, it is possible to get support from marketing tools, which are software designed to facilitate and automate all marketing tasks that do not add value for the farmer or breeder.
Getting started with and using this type of tool will allow small and medium-sized farms to save time, avoid mistakes, and build customer loyalty.
Generally, marketing software is available via monthly subscription. Depending on your usage, their price usually ranges between €20 excl. VAT and €50 excl. VAT per month.
Why equip yourself with a marketing tool for your short supply chain sales?
There are many reasons; relying on a marketing tool will make your marketing system more efficient, in terms of time and quantity. Just count the number of hours spent on sales each month to realize that it is a time-consuming activity.
Sales management can be manual up to a certain point, but then it is important to get organized well if you want to sell better and more.
Stay focused
Practically, when you start selling in short supply chains, our limit is our time. You cannot be everywhere, and you must make sure to spend your time and energy wisely to avoid burnout. Production is already very demanding, so it is important to focus on the elements where you have real added value.
Marketing tools have been developed to make life easier for farmers who market their products, and above all, they allow you to sell to your customers exactly the same way as today.
Centralize data
A marketing software must allow you to centralize all the data necessary for marketing on a single interface, accessible everywhere, on phones and computers, and by the entire farm.
All orders, the customer file, and the product catalog are in the same place, which provides a comprehensive view and allows you to track the evolution of your turnover.
The benefit?
- Share orders to be prepared and delivered with all farm members.
- Automatically create preparation lists for one or more distributions.
- Update product availability in the catalog in one place.
- Mass contact all customers within a geographic area, for example.
- Send a reminder the day before to all customers who ordered in 3 clicks.
- Convert all orders to be invoiced at the end of the month.
Avoid mistakes
Using a marketing tool also allows you to avoid errors during order taking and preparation. Because it is easy to misunderstand quantities stated by the customer over the phone.
To avoid misunderstandings, the customer orders directly on the farm’s order form, which is sent to them. It is not up to us to rewrite their order; we receive it as is by email. Interactions are thus facilitated.
The order is then recorded with all necessary information. You can prepare it step by step and record the follow-up on the tool that supports you from A to Z, even up to invoicing.
Track transactions
Using a marketing tool also allows you to keep a written record of transactions and record your performance. You can capitalize on this to analyze your best-selling products, customer trends, and sales evolution.
Knowing these parameters well will allow you to acquire an optimal system.
The importance of using a tool adaptable to your system
Marketing software must adapt to your own organization and not the other way around. The settings must be modifiable so that customers can benefit from exactly the same service as today but with digital support.
Customer segments
It must be possible to create different customer groups if you sell to professionals and individuals with specific prices.
Each customer will only see the prices and products assigned to their group. It is therefore possible to manage your different customers on the same software.
Offer distribution
Automation is a plus. You must be able to send price lists by email or SMS campaigns with one click from the tool, but also share the unique order link on other platforms such as social networks or your website.
Order pickup
Here too, you must be able to customize the different options available to customers.
You will need to configure the different pickup or delivery points, with the possibility to add specific schedules, shipping fees, minimum orders, and integrate your carrier.
Products
To start using the marketing software, you need to set up your product catalog.
It must be very customizable : photo, price, packaging, categories, advice, labels... Be as precise as possible. You can learn more in the article Standing out in short supply chains.
Payment
Different options must be actionable :
- Payment on site at pickup.
- Payment online at the time of order or at the end of the month for professionals.
Homepage
Do not hesitate to configure your home page as you wish : text, photo, video,... The marketing tool can really replace a website.
Subscription
Depending on the tools, the subscription can be modular : A commitment for one year, for one month, or just use the tool for occasional sales.
Support team
It is always possible to contact a person from the team who knows the marketing software perfectly for a quick response.
A tool that involves its customers
For customers, a marketing tool has the major advantage of allowing them to order their products alone and whenever they want, they can anticipate stock shortages and you increase your average basket.
They become directly involved in the exchange, which improves their shopping experience while maintaining closeness with us. They will continue to call us occasionally but for more details, not to ask for the 5th time in the day the date of the next delivery and the products currently available.
For example, with the marketing tool Sucrine Pro, it is possible to simply share your order form with all your customers in a personalized SMS or email (price lists) for each consumer. This tool is quick to set up and accessible regardless of your computer skills.
Sources
This article was written thanks to the kind contribution of Sucrine Club.
