Sunday, April 15, 2012

Aussie Farmers Direct should aim for penetration to grow

I have a colleague who owns one of the Aussie Farmers Direct franchises. They do 100% Australian product, ordered online and delivered to home.

I tried them the other week. It was fine. None of the hi/low pricing you get from the supermarket, but comparable prices, more or less.

So the old point comes up. AFD can't expect to get 100% loyalty from their customers. There are dozens of brands I buy where there is no Australian version.
But to encourage a habit of a set of core products - milk, eggs, bread, and up to ten more - from a broad base of (slightly less price sensitive) customers. Sensible.

That's certainly how my buddy Jason is seeing it.

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