Regular shopper Margaret Anthony spins for a prize under the watchful eye of Greg Cridge.
Regular shopper Margaret Anthony spins for a prize under the watchful eye of Greg Cridge. Trevor Veale

Shoppers here are on a winner

SHOPPING for fruit and vegies in Toormina now has the edge of a sweepstakes about it.

An innovative marketing initiative, which rewards big spenders at Farmers Direct with the opportunity to collect something from a prize wheel, is working for the business and its customers.

Owner Greg Cridge said the idea came to him when he was thinking of ways to encourage shoppers to spend more in his outlet.

“Basically when someone spends $20 or more they not only get a free kilogram of spuds, but they are entitled to spin the wheel and walk away with one of 40 bonus prizes,” Greg said.

“It might be a $20 fruit and veggie voucher, a free video rental, a Chinese meal, a gift certificate, a cinema pass or even a strap of liquorice.

The interesting thing is people don’t care about what they win, but they do care about the concept of winning and getting something for free.”

Greg has extended his concept to make sure he doesn’t exclude the smaller shoppers.

“If you don’t spend $20 then you go into the draw for the chance to win a $20 voucher each week.”

Less than a month into the strategy and word of mouth endorsement is bringing a lot more customers through the door.

“I’ve even had a woman come down from Yamba to have a go at the prize wheel.”

Greg said it wasn’t just his customers who were benefiting.

“A lot of my suppliers and other local businesses have donated prizes for the wheel. To them it is a great way to advertise their product and support the community.”

With the major supermarkets just across the car park Greg knows that for Farmers Direct to thrive he has to stand out from the crowd.

“We are already competitive on price but where we excel is on service, quality and giving our customers something different.”



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