What your customers want from their shopping experience!

Your customers are your business’ lifeline – therefore it’s your duty to give them what they want to ensure their loyalty. Getting to know who your customers are and what they want from their shopping experience is a recipe for success. So what do they want, and how are you going to give it to them?

After working with many food suppliers and their customer bases, here is what we found is important to many customers:

Customer reviews

As mentioned in various different articles, food is personal and word of mouth is a very, very powerful tool. People want to hear from others why they loved your products and why they picked you instead of another supplier. You have the power to give this information – provide customer reviews on your website, online store or social media platforms. In a study conducted by Bazaarvoice network, they found that review volume shows a positive correlation with increased orders – in other words, customer reviews work! In order to get this started, ask some of your customers if they would like to write a review for you.

Up to date and easy to use ordering software

Customers want an easy to use and modern online store to visit. Many food suppliers use out of date and cryptic ordering methods that it is harder on them and their customers. Give your customer base a uniform, beautiful online store that showcases your products and is simple to use! There is a higher chance of abandonment before purchase if your system is slow, ancient and/or confusing. Don’t let this be you.

Giving back to reliable customers

Customers want to be appreciated. Reward your customers that have bought from you for a long time. Offer discounts after they spend “x” dollars, free shipping if they purchase over a certain threshold, or store credit when referring a friend. All of these methods are a way to show those reliable customers that sticking with you was worth it!

Standing orders

A standing order in the food industry is an agreement or pre-purchase between supplier and customer to get a certain product every week or harvest over a season. Think of it like a subscription box with a farmer or food supplier, where on a recurring date you receive a package of fresh, local food to enjoy without having to think about placing a weekly order. This is a really nice option to have for customers, because it allows them to enjoy local food without having to take the hassle of continuously ordering. Additionally, standing orders can be really beneficial to you, because it ensures sales without having the stress of meeting a certain quota every week/month.

Deal with returned orders professionally

No business owner wants to deal with returned orders, however your customers want to know that if something does happen, there is a set return policy to resolve the situation. To get more information on how to set the best returned order practices, read this post.


Giving your customers what they want not only helps your customer base, but also helps your business.

Happy customers, happy business. 

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