If convenience really is the most important criteria for a good shopping experience, we would all do it online. There are times, though, when information takes precedence. Consumers want to know what they're putting in their baskets. But those consumers who enjoy buying products directly from producers, for example at farmers' markets, don't always have the time. Or the access to products sold at markets not quite on their doorsteps. So what's a shopper to do?
Several models offer alternative solutions. In the U.K., Marcus Carter has started a Virtual Farmers' Market (www.vfmuk.com), currently hosted by Second Life. Its own 3D platform is under development with Digital Presence, specialists in public information, advertising and display technology. At vfmuk.com, shoppers can browse and chat with stallholders, placing orders with each one individually and waiting comfortably at home for deliveries.
As with Second Life's other activities, customers create customized avatars that meander through the aisles, stopping to inspect whenever something grabs their attention. Video footage of producers can be accessed as well as sending avatars to sit in a theatre where the producers give talks.
Mr. Carter stressed, "Customers can enjoy a feeling of connection to the producer, learn more about their products, have a chat to other customers, share recipes and experiences…..the fun you can have whilst at the market is endless…You can simply come to hang out at the café or shop ‘til you drop….without the sore feet!"
One American offering (www.westernmainemarket.com) is based in Maine and takes orders four days a week. Customers shop and make their selections online but collect their orders in Farmington's real world market. Stallholder Angelo Pirri sells milk, cheese and yogurt made from his family's goatherd. In his view, "It is the future for farmers' markets…the start of something really big." Denis Wilks of King & I Angus is also happy, having started to recognize repeat customers and developing plans to increase production.
Run by the nonprofit Western Mountains Alliance, trading started in April and is modeled on one in Plymouth, N.H. Although only one market is currently participating, others may join and more collection points added if early success continues.
Discussion Questions: How big an opportunity are online virtual markets for farmers' markets? Does this add competition or create opportunities for food retailers?
[Author's commentary] I've known Marcus and his family for almost fifteen years through their main business, Patchwork Pâtés, which I love and highly recommend to anyone visiting England (or Wales, where they are based - www.patchwork-pate.com). I am not a big fan of Second Life, however, and will await VFM's planned independence and order consolidation system before entering.