Online is not all about the mass market

It’s safe to say that online shopping has fundamentally changed the way we go about buying things. Convenience is the buzz word. 

But the online environment itself is developing all the time – PC to tablet, tablet to mobile, mobile touch screen to voice-controlled intelligent personal assistants, and the rest. 

No longer is it all about the mass market; people are now trusting online purveyors of fine quality produce. Smoked salmon suppliers cottoned onto this very quickly. We weren’t far behind them at Farmison & Co and at this time of year, the proof is in the pudding. Our revenue from Christmas orders on mobiles is up 158% and traffic to our website is on the up as well – 185% more people have visited us since we launched our Christmas campaign. 

But I don’t think that this is down solely to convenience.  I think it has a lot to do with the wide spanning product range, assured quality, proper traceability and bespoke butchery service we offer. And then, of course, there is the convenience factor! We’ve developed a Chef Prepared range for this fastest growing sector in the UK market. This is for people who want to cook, but are either too busy or underconfident to do lots of prep, so are looking to butchers for help.

Dishes like lamb saddle stuffed with apricots, onion & herbs; Christmas edition porchetta with Bramley apple & winter spice; and 3 bird roast turkey, duck & pheasant have been selling particularly well.

Our signature free range easy carve duck stuffed with winter fruits has seen a 145% increase in sales, outselling our standard Yorkshire Wolds duck by 3 to 1. And over half our shoppers are adding the festive apricot and crushed chestnut pigs in blankets to their shopping baskets before they go to the checkout. This is a trend that is set to go on and on – way beyond the Christmas season.

John Pallagi is co-founder of Farmison & Co, winner of the National Online Butcher’s Shop of the Year Award 2016 & 2017. 

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