16% of all customers were new to the farm and have only picked at other farms. These customers may be interested in a good deal. This group had the lowest income of berry pickers, and were most critical of price. This group also valued coupons more than any other group. These customers also travel the greatest distance to the farm. This may indicate that they are willing to go a long distance to find the best deal for the best quality berries.

30% of all customers were in this category. Returning customers value easy picking and traditionally high quality fruit to a much higher degree than the other groups. The high standard of farm quality may be part of what has brought these customers back.

28% of returning customers picked by themselves, while 70% picked with their children.

Returning customers were most critical of restroom facilities. The fact that many of these customers have children, plus they have the highest average age of all customers may account for their desire to have clean, convenient restrooms or outhouses.

37% were in this category. Mailings and flyers are very effective at getting veteran customers to return to the farm. 69% saw a flyer or newsletter before visiting the farm. Newspaper ads were also highly effective in alerting them that the season is under way. 75% saw a newspaper advertisement before visiting the farm. 90% of these customers return to the farm every year!

Regular customers value customer service. More than any other group of customers, regular customers come to the farm because it has good customer service. Regular customers also value convenience, easy picking, and traditionally good quality fruit.

Regular customers are more likely to pick alone than any other group, and they are the least likely group to come with children. While customers may first come to the farm with their children, customer service, convenience and quality fruit will keep customers coming back year after year.

aren’t needed to keep them happy.

Regular customers are not the oldest

group. Anyone can be turned into a

repeat customer, whether they are 21

or 81, so make sure to treat all

customers with a high level of service

The goal of every farm needs to be on developing and retaining as large a base of returning and regular customers as possible. Use survey data to find out what is important to your returners and regulars, and make that your highest priority to focus on.

Invest in database systems to identify previous customers, and use this to invite these folks back every year. Also use this system to reward them for being - and remaining! - your customers. These are your most profitable customers: keep them!

The development of returning and regular customers requires converting a first time visitor. Knowing what is important to long time customers and doing this well is your best strategy for converting visitors to regulars.

Every business loses customers through death, mobility or attrition. So you do need to recruit new customers. But don’t put all your eggs in this basket and assume you’ve done your job. This is your lowest priority!