Blacker Hall launches click & collect
Blacker Hall Farm Shop has launched a click & collect service to offer time-pressed customers an alternative to shopping in store.
The West Yorkshire business, which sells seasonal produce from its own and other local farms, was achieving 40 orders a week after just three weeks of launching the service, said MD Edward Garthwaite.
Minimum order values are £10 and customers pay online. Same-day collection is available on orders placed before 1pm. Orders are available to collect Monday to Friday between 3.30pm and 7.30pm.
“We had discussions about whether it would cannibalise the existing market but customers who really buy into what we do also find themselves at certain times of the week under extreme time pressure,” said Garthwaite.
“We think to keep artisan food as a viable option for people we have to get right on board with the convenience aspect.”
He added: “We wanted to know if there was a need for it with our customer base and we think the answer to this so far is yes.”
Garthwaite said he wanted to have as much flexibility on the website as in the shop. So if there was ‘fish of the day’ in the shop, that would also be carried across to the website “rather than it being a static offer”.
“It’s got to be as dynamic as the shop would be,” he said.
This story appeared in the April issue of Fine Food Digest. You can read more on the digital edition here.
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