Farm Fresh Interview Questions
Interviewee: Head of Consumer Affairs of Farm Fresh, Susan
Mayo
1.) How would Farm Fresh feel about a technical device on the shopping cart?
“Fine, we like to be on the cutting edge, and like to find better ways to
help our customers.”
2.) Why does Farm Fresh not use shopping cards?
“Because we already offer our customers the lowest prices around, so we feel that
we do not need a card to offer that.” “ We should offer every customer the same
price.”
3.) How much money does Farm Fresh make off advertisements?
“It is based on the cost of business, for example if we made 1 million dollars than
it would be 1% of the million dollars.”
4.) How much does Farm Fresh charge for advertising?
“It depends on the manufacturer; we usually negotiate contracts so there is no
specific amount at this time that I can give.” “We also take into account where
they would like to place the item on the shelf and so on...”
5.) How does each Farm Fresh store vary sales wise?
“Depends on the demographics of the store.”
6.) Could we survey your customers?
“Unfortunately, for privacy issues you cannot.”
7.) Could we take photographs in your store for our presentation?
“Yes you can just e-mail with a day and time.”
8.) Besides sales, how does Farm Fresh generate revenue?
“Mainly thru our sales.”
Through advertising? Through selling data information?
Through selling prime locations in the store?
How much do they charge for prime “real estate”? How do they know what these
locations are? “We do not sell information.” “We are really not a liberty to
discuss this type of question due to business matters.”
9.) What is the company’s vision statement?
“We are all about customer service.”
10.) Based on current shopper demographic data, what type of customer (age,
gender, social) is most/least likely to shop at Farm Fresh? “The Virginia Pilot
has done a Marketing Research Study, so they would have that information.”
11.) Is the goal of grocery stores to keep the shopper “confused” and looking for
products? “No we try to make shopping for the customer convenient as possible,
we are here to help the customers. Or would it be willing to assist the shopper
by offering the PSA? “Yes we would be willing to offer the PSA.”