The first thought that comes to the mind of an entrepreneur who wants to increase sales, is an increase in the number of visitors. However, this option is as obvious as it is expensive. He assumes serious investments into advertising. Unfortunately, if the company does not have a serious budget, then you can forget about such an undertaking.
Today, every business owner can increase their income with a more efficient approach. It consists in increasing the average check. This indicator is calculated as the average amount of a customer's check for a fixed period. If you do not know how to increase this indicator, then get acquainted with several of the most productive ways.
Four ways to increase the average check
1. To increase average check, attract a customer to the store with cheap goods, but always try to sell more expensive ones:
- The seller should gradually switch the attention of buyers from a cheap product to a more expensive one, so the company should develop a line of products of different price categories - from cheap to expensive;
- Sellers should be financially motivated to sell more expensive goods, so you need to introduce special incentive bonuses;
- So that sellers do not forget to offer more expensive goods each time, they should have a reminder in front of their eyes. You can make it right on the price tag, marking similar products of a higher cost.
EXAMPLE: An advertisement for flip charts for trainings indicates low price(on a regular board without additional options). Subsequently, the client is offered to choose a more advanced and convenient model - on wheels, made of light alloy, compact, with a special coating, etc. As a rule, the choice falls on a more expensive, but advanced version of the product.
RESULT: On average, 30% of buyers agree to purchase a product that is more expensive, but more attractive, if it is offered to them.
2. The increase in the average check will be affected by the inclusion of cheap goods with a large margin in the assortment
It is easy and pleasant to offer cheaper products, so there is no need to additionally stimulate sellers - it is enough to include these products in the assortment.
EXAMPLE: Many Chinese products are cheaper than their Russian counterparts, but their markup can reach a maximum mark (for example, compatible printer cartridges).
RESULT: First, cheap goods will attract consumers to the store, who will eventually buy a more expensive product. Second, selling cheap products at high mark-ups will help keep profits during periods when buyers, for various reasons, begin to save.
3. You can easily achieve an increase in the average check if you offer related products for any purchase
To start selling related products, you need to perform several actions:
- Determine which products can be considered related to specific products;
- Write a tip for sellers. It should list the main advantages of all products, the reasons that encourage buyers to purchase something extra, as well as more expensive and cheaper analogues of the product;
- Ensure that a hint document is available to each salesperson (usually the hint is printed on reverse side advertising materials standing at the checkout);
- Involve customers in monitoring the work of sellers. To do this, it is worth hanging noticeable signs: “If, when buying product N, the seller did not offer you to familiarize yourself with product M, you are entitled to a gift!”.
EXAMPLE: A tie in addition to a shirt, a purse in addition to a bag, etc.
RESULT: On average, 25% of buyers respond to an offer to buy related products. Profit will grow by 10-15%.
4. Don't know how to increase the average check? Don't leave a client empty-handed!
If the customer is already leaving the store without making a purchase, at the exit the seller can make him an offer that is hard to refuse: buy a product at a special price. In large stores, this function is performed by sales tables and advertising posters, which are clearly visible only to those leaving.
EXAMPLE: Top Shop stores have hangers at the exit with bargain prices, while Zara stores have sales tables with lots of discounted items.
RESULT: Of course, sales cannot bring a lot of profit, but they give a chance to increase sales (increase the average check) in the future, namely:
- help to establish a trusting contact and leave a good impression with a new buyer;
- increase the conversion (that is, the number of store visitors who left it with a purchase);
- allow you to get the contact details of the client (when filling out the questionnaire in exchange for a discount or special offer);
- provide an opportunity to increase the volume of subsequent purchases that new customers will make (for this, marketing tools are used - promotional cards, certificates, coupons, etc.).
These four simple ways help increase the size of the average check and let you get more money from your clients.
If you find an error, please highlight a piece of text and click Ctrl+Enter.
When the customer has already arrived at the retail outlet, it is important to sell him as much of the necessary product as possible. However, the head of the store should first of all think about how to increase the average check in the store. He must know the main ways to achieve this goal and be able to implement them.
Principal schemes for increasing the average check
Techniques for increasing the average check work even in small stores. The main thing is to choose exactly those methods that will be effective for this outlet.
You can force the buyer to buy goods for a large amount in the following ways:
- Sell as a set or as a set.
- Increase sales of key products.
- Draw the attention of the buyer to related products.
- Raise the average price of the product due to a more expensive assortment.
- To lure the buyer with the upper "magnet".
- Motivate and train employees to cross-sell and up-sell.
Each listed method of increasing the average check has its own implementation secrets, which will be discussed in more detail below.
Complex sales of goods
A person feels a stronger need for a product as part of a thematic composition. The mind displays not just a product, but its detailed images in a real setting. An example would be a set of beer and crackers, towels with shower gel, dresses with the perfect bag.
When forming and selling kits, the following rules must be observed:
- A copy of the kit must be put on display so that every buyer can see it.
- The price of the set should be slightly lower than the cost of the goods separately.
- The set should include high-margin products that ensure the economic feasibility of its sale.
- To stimulate the desire to purchase a set, it is recommended to place it on a stand or a mannequin that evokes positive thematic associations.
- Require sellers to inform buyers about the benefits of the kit, but without pressure to purchase it.
- It is recommended to form a composition of 3-4 products.
Sales in a set are a passive way to increase the average check, so special attention should be paid to appearance when forming it.
To choose the right set of goods, it is necessary to determine the running positions and consider the possibility of combining them with other products.
How to Increase Sales of Essential Products
With daily purchases of bulk products, customers almost always receive more goods than ordered. If the seller weighs less, he will not satisfy the customer's need. But the excess weight is quite acceptable. The main thing is to ask the buyer whether such a volume will suit him.
When selling piece products, clothing, household goods, it is quite difficult to offer a client to buy more of a similar product. The following methods can help with this:
- Thoughtful merchandising. It is important that the customer, when visiting the store, pays attention to maximum amount commodity items.
- Make a discount when purchasing several similar products at once.
- It is advisable not to offer the client to buy another dress or T-shirt, but only to inform him of such an opportunity with a discount. For example, say that 7 roses will look more beautiful than 5.
- After the final choice by the client of the object of purchase, offer to consider additional options.
- Attract customers with cheap promotional goods, while selling high-margin products at the same time.
- Pack the goods in large packages.
An erroneous action when selling additional units of goods is pressure on the client. The seller experiences intense fear refusal, and the buyer rejects the offer because of the perceived psychological pressure. As a result, both feel awkward.
When offering a product, you can not ask closed questions, limiting the client to two answers: “yes” or “no”. It is better to simply inform the person about the possibility of an additional purchase, forcing him to think about the advisability of buying it on his own.
Promotion of the purchase of related products
When a customer comes to the store, he expects a certain purchase amount. However, psychologically, a person is ready to easily spend 20-25% more than planned. It is this gap that must be used to increase the amount of the average bill.
- Place racks with inexpensive, but high-margin running products in the checkout area. It should be designed for maximum age coverage and suitable for both men and women.
- Sellers should be engaged in upselling, not letting the buyer go only with the product for which he came to the store.
- Popular seasonal goods are recommended to be placed in slides at the beginning of the trading area. Their price should be low, creating a sense of availability and other products.
- Be sure to offer suitable accessories for each sold clothing: belts, brooches, earrings, socks, hats, etc. If you release the buyer without them, then he will buy them from competitors.
- Do not ask closed questions like “Maybe you need a brooch?”, “Do you have a flashlight?”. It is recommended to simply inform the buyer about the available range of useful related products.
- If the client wants to receive a discount, it is possible to agree on converting it into the purchase of a related product or service (for example, payment for delivery).
- If the product has consumables, then you should immediately recommend purchasing several units of this product.
- On the websites of online stores, when reading a block of information about a product, related products should fall into the scope of the client's view.
- It is necessary to place related products on the shelves next to the related main products.
- If the client refuses to pay for a branded product, you can offer a cheaper analogue and an additional accessory.
At first glance, selling inexpensive related products is quite easy, because the client is willing to part with the money to purchase it.
However, it is likely that such goods have already been purchased earlier, and the buyer does not need them. Therefore, initially it is necessary to identify the needs of a person in a related product and only then actively offer it.
Increase in the average cost of goods
Increase average cost items of the purchased goods can be done in two ways:
- increase markup;
- force the customer to buy a better and more expensive product.
The first method is quite dangerous, because it can scare away regular customers from the store in the long run. The second option to increase the average check is optimal.
But often more expensive products do not have advantages that can be determined at a glance. To lead the client to the need to purchase a premium product, the following conditions are required:
- Availability of a line of similar products in different price categories
- Conducting special training for sellers so that they can competently sell the "first price" product.
- The seller must be personally interested in selling more expensive goods.
- Expensive products should take the best place on shelves.
- Design and appearance premium product should compare favorably with cheaper analogues. For example, the image on expensive TVs is specially made brighter and more saturated.
- Before expanding the range due to expensive products, you should think about its demand among regular customers.
- The description of an expensive item should be more detailed.
Techniques for shifting the focus of purchases to a more expensive segment are mainly organizational and do not require cash outlays. Practice shows that competent merchandising in combination with trained salespeople gives an increase in retail trade turnover by about 20%. Therefore, the task of the business leader is to realize this potential in his store.
Formation of the upper "magnet"
Quite often in construction stores you can find an ad "When buying xxxx rubles - delivery is free!". Instead of delivery, it may offer a discount, gift or additional service. Thus, a "magnet"-bait is placed in front of a person, which offers bonuses when the purchase amount reaches a certain value. This the simplest circuit increase in the average check is available for each store.
Those outlets that are seriously engaged in, have the opportunity to increase sales even more. The transition to by contributed to the spread of special.
When implementing discount cards, store management gets the opportunity to see the average bill of each customer separately. This allows you to automatically generate an individual size of the "magnet", increasing it from month to month. As a result, in a year, each customer will purchase products in the store for the maximum possible amount.
It should be remembered that the size of the bait must be constantly adjusted to account for the ease of reaching it by buyers.
Motivating employees to sell
Retailers are increasingly tying seller bonuses to average check. If , you can easily track this indicator for each employee in personal account OFD. The optimal level of dependence of the premium on the amount of one sale is 70%.
You can apply this method even in small grocery stores, where upselling is maximally dependent on the desire and skill of the seller. You can encourage employees to sell as many products to one buyer as possible in the following ways:
- Additionally reward for each check above a certain limit.
- Use methods of non-material motivation: diplomas, cups and other honors top sellers.
- Send employees to special trainings to increase the level of retail sales.
- Give sellers the opportunity to provide bonuses to customers who make large purchases.
When incentivizing upsells, it is important to ensure that the employees being rewarded do not get stuck in a financial comfort zone. In this case, they will not have the desire to strive for a larger average check.
Almost all effective methods increases in the average check in the store are known. In addition to the willful decision of the management, their implementation requires minimal cost for employee training and merchandiser services. Therefore, if you want to increase sales by 30-50%, you can already now begin to implement the described techniques into practice.
We have a ready-made solution and equipment for
Try all the features of the EKAM platform for free
Read also
Privacy agreement
and processing of personal data
1. General Provisions
1.1. This agreement on confidentiality and processing of personal data (hereinafter referred to as the Agreement) is accepted freely and of its own free will, applies to all information that Insales Rus LLC and / or its affiliates, including all persons belonging to the same group with LLC "Insales Rus" (including "EKAM service" LLC) may receive about the User while using any of the sites, services, services, computer programs, products or services of "Insales Rus" LLC (hereinafter referred to as the "Services") and in during the execution of Insales Rus LLC of any agreements and contracts with the User. The User's consent to the Agreement, expressed by him in the framework of relations with one of the listed persons, applies to all other listed persons.
1.2. The use of the Services means the User's consent to this Agreement and the conditions specified therein; in case of disagreement with these conditions, the User must refrain from using the Services.
"Insales"- Limited Liability Company "Insales Rus", PSRN 1117746506514, TIN 7714843760, KPP 771401001, registered at the address: 125319, Moscow, Akademika Ilyushin St., 4, building 1, office 11 (hereinafter referred to as "Insales" ), on the one hand, and
"User" -
or individual who has legal capacity and is recognized as a participant in civil legal relations in accordance with the legislation of the Russian Federation;
or entity, registered in accordance with the laws of the state of which such person is a resident;
or individual entrepreneur, registered in accordance with the laws of the state of which such person is a resident;
which has accepted the terms of this Agreement.
1.4. For the purposes of this Agreement, the Parties have determined that confidential information is information of any nature (production, technical, economic, organizational and others), including the results of intellectual activity, as well as information about the methods of implementation professional activity(including, but not limited to: information about products, works and services; information about technologies and research works; data on technical systems and equipment, including elements of software; business forecasts and details of proposed purchases; requirements and specifications of specific partners and potential partners; information relating to intellectual property, as well as plans and technologies related to all of the above) communicated by one party to the other party in written and / or electronic form, expressly designated by the Party as its confidential information.
1.5. The purpose of this Agreement is to protect confidential information that the Parties will exchange during negotiations, conclusion of contracts and fulfillment of obligations, as well as any other interaction (including, but not limited to, consulting, requesting and providing information, and performing other assignments).
2.Obligations of the Parties
2.1. The Parties agree to keep secret all confidential information received by one Party from the other Party during the interaction of the Parties, not to disclose, disclose, make public or otherwise provide such information to any third party without the prior written permission of the other Party, with the exception of cases specified in the current legislation, when the provision of such information is the responsibility of the Parties.
2.2. Each of the Parties will take all necessary measures to protect confidential information with at least the same measures that the Party applies to protect its own confidential information. Access to confidential information is provided only to those employees of each of the Parties who reasonably need it to perform their official duties for the implementation of this Agreement.
2.3. The obligation to keep secret confidential information is valid within the term of this Agreement, the license agreement for computer programs dated 01.12.2016, the agreement of accession to the license agreement for computer programs, agency and other agreements and within five years after termination their actions, unless otherwise agreed by the Parties.
(a) if the information provided has become publicly available without violating the obligations of one of the Parties;
(b) if the information provided became known to the Party as a result of its own research, systematic observations or other activities carried out without the use of confidential information received from the other Party;
(c) if the information provided is lawfully obtained from a third party without an obligation to keep it secret until it is provided by one of the Parties;
(d) if the information is provided at the written request of the authority state power, other government agency, or organ local government in order to perform their functions and its disclosure to these authorities is mandatory for the Party. In this case, the Party must immediately notify the other Party of the request received;
(e) if the information is provided to a third party with the consent of the Party about which the information is being transferred.
2.5. Insales does not verify the accuracy of the information provided by the User, and is not able to assess its legal capacity.
2.6. The information that the User provides to Insales when registering in the Services is not personal data, as defined in federal law RF No. 152-FZ dated July 27, 2006. "About personal data".
2.7. Insales has the right to make changes to this Agreement. When making changes in the current version, the date is indicated latest update. The new version of the Agreement comes into force from the moment of its placement, unless otherwise provided new edition Agreements.
2.8. By accepting this Agreement, the User acknowledges and agrees that Insales may send personalized messages and information to the User (including, but not limited to) to improve the quality of the Services, to develop new products, to create and send personal offers to the User, to inform the User about changes in Tariff plans and updates, to send marketing materials to the User related to the Services, to protect the Services and Users, and for other purposes.
The user has the right to refuse to receive the above information by notifying in writing to the e-mail address Insales - .
2.9. By accepting this Agreement, the User acknowledges and agrees that the Insales Services may use cookies, counters, other technologies to ensure the operation of the Services in general or their individual functions in particular, and the User has no claims against Insales in connection with this.
2.10. The user acknowledges that the equipment and software, used by him to visit sites on the Internet may have the function of prohibiting operations with cookies (for any sites or for certain sites), as well as deleting previously received cookies.
Insales has the right to determine that the provision of a certain Service is possible only if the acceptance and receipt of cookies is allowed by the User.
2.11. The user is solely responsible for the security of the means chosen by him to access the account, and also independently ensures their confidentiality. The User is solely responsible for all actions (as well as their consequences) within or using the Services under account of the User, including cases of voluntary transfer by the User of data for access to the User's account to third parties on any terms (including under contracts or agreements). At the same time, all actions within or using the Services under the User's account are considered to be performed by the User, unless the User has notified Insales of unauthorized access to the Services using the User's account and/or any violation (suspicions of violation) of the confidentiality of their means of access to the account.
2.12. The User is obliged to immediately notify Insales of any case of unauthorized (not authorized by the User) access to the Services using the User's account and / or any violation (suspicion of violation) of the confidentiality of their means of access to the account. For security purposes, the User is obliged to independently carry out a safe shutdown of work under his account at the end of each session of work with the Services. Insales is not responsible for possible loss or damage to data, as well as other consequences of any nature that may occur due to violation by the User of the provisions of this part of the Agreement.
3. Responsibility of the Parties
3.1. The Party that has violated the obligations stipulated by the Agreement regarding the protection of confidential information transferred under the Agreement is obliged to compensate, at the request of the affected Party, the actual damage caused by such a violation of the terms of the Agreement in accordance with the current legislation of the Russian Federation.
3.2. Compensation for damages does not terminate the obligations of the violating Party for the proper performance of obligations under the Agreement.
4.Other provisions
4.1. All notices, requests, demands and other correspondence under this Agreement, including those including confidential information, must be in writing and delivered in person or through a courier, or sent by e-mail to the addresses specified in the license agreement for computer programs dated December 01, 2016, the agreement of accession to the license agreement for computer programs and in this Agreement or other addresses that may be specified in writing by the Party in the future.
4.2. If one or more provisions (conditions) of this Agreement are or become invalid, this cannot serve as a reason for termination of other provisions (conditions).
4.3. The law of the Russian Federation shall apply to this Agreement and the relationship between the User and Insales arising in connection with the application of the Agreement.
4.3. The User has the right to send all suggestions or questions regarding this Agreement to the Insales User Support Service or to the postal address: 107078, Moscow, st. Novoryazanskaya, 18, pp. 11-12 BC "Stendhal" LLC "Insales Rus".
Publication date: 01.12.2016
Full name in Russian:
Limited Liability Company "Insales Rus"
Abbreviated name in Russian:
Insales Rus LLC
Name in English:
InSales Rus Limited Liability Company (InSales Rus LLC)
Legal address:
125319, Moscow, st. Academician Ilyushin, 4, building 1, office 11
Mailing address:
107078, Moscow, st. Novoryazanskaya, 18, building 11-12, BC "Stendhal"
TIN: 7714843760 KPP: 771401001
Bank details:
The selling process is key indicator, with which a businessman receives veiled information about success in business or failure, by determining the average purchase amount.
And the larger the amount, the greater the profit is obtained in the end. At the moment when a potential buyer becomes real, the seller at this time needs to take the maximum possible measures in order for the client to purchase more than planned. Here are some basic ways to implement them.
1. Help the customer buy more.
The main way, which is present in almost all retail stores, is when buying a product, try to tactfully offer a related product. There is a very thin line here, it is necessary to offer, not impose. The buyers feel very well the second option, and persistence can only scare them away.
At first glance, this looks quite simple. But do not think that by laying out, for example, powder, bleach or a laundry basket near washing machines, the buyer will definitely buy it. In most cases, coming to the store, customers pursue a specific goal, to make a purchase of their plans and may simply not pay attention to the related products posted.
All people like to feel the attention in relation to themselves, and customers especially. After all, there is nothing complicated in this. This requires the ability of the seller to choose the right words offering an additional product, but so that it can be used precisely with the type being purchased.
This method is as simple as possible to use, the main thing is to train your staff to offer professionally and only offer, without using the slightest pressure.
2. Learn to sell, not to impose this or that product on the client.
After reading the first method, you may get the feeling that our sellers are only able to impose goods, and the buyer himself strongly dislikes this moment. Therefore, it was not in vain that in the first method the phrase about fine line between imposition and offer.
Agree, you would also not like it if, when purchasing, for example, fresh-frozen fish, the seller would offer you a new washing powder, which is now sold at a discount. Such an obvious imposition will not please anyone, it will only leave an unpleasant feeling about the store and not the fact that this client will appear again.
But if the seller offered a sauce or seasoning suitable for cooking fish, the buyer would not have bewilderment or aggression, but on the contrary, he would have felt that he was an important guest of this establishment.
3. Learn to determine what to offer.
Consider several possible approaches of the seller to the buyer.
* This is a regular offer of a certain type of product or service. This method, more than ever, is very well suited for small owners with several products in their assortment. For example, in a cafe, coffee or tea are running, so it is important to constantly remind about them. For a larger business, you need to determine the most popular product that almost everyone buys.
* It all depends on the professionalism and observation of the seller. If he is attentive enough, he may already know what is usually additionally purchased for a particular product. Usually, phrases are used in this case, such as “With this product you get ...” or “For this product you may need ...”, and so on.
* Here you need a healthy imagination of sellers. The ability to guess for what purposes the goods are purchased is one of the facts proving experience. Seeing how, for example, a young man acquires a woman's toilet water, we can assume that this is for a gift to a girl. Based on this, you can offer him additionally various creams, lotions from the same series.
* Here the psychological ability of the consultant to independently “as it were, by the way” learn about the purpose of the visit from the buyer is important. It will also require the ability to anticipate the desires of customers. For example, the same young man who buys perfume.
He can be asked the question “Do you want to present a gift to your beloved woman?” Having told the girl, you can not guess the actual situation. After all, this woman may be a mother. The main thing when asking a question is to try to get the client to make contact. And after the received answer, if possible, provide a product that will interest him.
4. Use scripts.
These are pre-conceived questions or answers. Such instructions will be of great help in the work of a salesman who is starting his career. Such phrases can keep a buyer in your territory and thereby increase the amount of the purchase.
For example, in the same cafe. Seeing that customers are going to leave the institution, the resourceful waiter will definitely ask: “How? Are you leaving us already? Without even trying our signature dessert?” Nine out of ten people in such cases will stay to try it and thereby increase your revenue.
5. At arm's length.
This method consists in the correct layout of the related product near the main one, in sufficient proximity. If this is a tape recorder, then place the cassettes at a short distance, and a different dessert near the tea.
The application of this method is greatly simplified in self-service stores. It's not for nothing that in train cars everywhere on the tables there are fruits, cookies, nuts. After all, desire arises instantly and it is not a fact that until a person reaches the buffet, this desire will remain with him.
6. Bring, don't offer.
When a customer sees the offered product with his own eyes, his desire to buy it increases much more. In the same cafe, at the request of the client to bring a cake, put several types on a plate. And rest assured, he will forget that he wanted only one thing.
7. Tell the customer where to buy more.
This refers to the installed stands indicating the location of each type of product, so to speak, a kind of map. This application is very suitable for people who are rather shy or not decisive. The client has purchased the product, but is simply embarrassed to ask about the location of the related product, and here such information signs come to the rescue.
8. Squeeze every last drop.
The task here is to purchase additional goods for the remaining change. In a cafe, for a cup of tea, a chocolate bar or dessert can be offered. Many stores are now actively offering to replenish the account on the phone. It is also important for a man who buys himself a suit to offer something from women's wardrobe, arguing that the wife would remain satisfied. There are many options, the main thing here is the resourcefulness of the seller.
9. Pack the goods in badly.
In translation "Bundle" means "packaging". The essence of this method is to place two goods of the same type in one package. This method greatly affects the buyer at the level of his subconscious. After all, everyone has long known that buying in bulk, the price is much cheaper. And at the same time, you will increase your revenue, get rid of deposits of goods on the shelves, as well as unclaimed balances.
This method does not require large expenses, if this promotion is not successful, you can disband the goods piece by piece at any time.
And this is not the whole list of ways to attract customers. Even by applying the above options, you can significantly increase your revenue.
In sales. The average check can be calculated by dividing the turnover by the number of checks. Naturally, the higher the average bill, the better for the trading organization, and the increase in this indicator should be aimed at. The average check, traffic and conversion are the main indicators in retail and you need to constantly work on increasing them.
How to increase the average check
Average check can be increased in two ways: by increasing the number of items in a receipt and by increasing the average cost of one item. The average cost per item is the turnover divided by the number of items. The average purchase price can vary greatly depending on the geography of the store and the positioning of the outlet (economy or premium segment stores). But in general, this is an indicator that can be influenced.
You can increase the average cost of one product in the following ways:
- Train salespeople to sell expensive goods. Naturally, the buyer always wants to buy cheaper, this is a normal and natural desire of everyone. Managers of a trade organization should not only sell expensive goods, but also conduct training on expensive goods, sellers must know where the expensive goods are located. Naturally, sellers must have a good command of the technique of selling expensive goods. And it is especially important to teach in an expensive product and conduct a high-quality presentation of the product.
- Thoughtful merchandising. In general, all technologies have been known for a long time, I will list only the main ones: the product line should be displayed at a price from expensive to cheap, expensive goods should be displayed at the ends and in priority places, expensive goods should always be clean and neatly displayed.
- Naturally expensive goods are bought by wealthy people and such people need to be attracted to the store purposefully. For example, the average check in areas where more affluent people live is usually higher from 30% to 50%. But you can attract a wealthy population through advertising in the media and building a quality service.
For expensive goods, as a rule, the margin is much higher than for advertising positions that are aimed at attracting customers. Therefore, the policy of the store for the sale of expensive goods should be thought out.
As stated above, we can also increase the average check by filling the shopping cart. Any store needs to ensure that the client buys not one product, but as many as possible. Large retail chains are doing everything to increase the number of goods in the check and to see all the tools, just go to any big store. Let's describe the main ways to increase the number of goods in the check:
- Proper use of "golden meters". The pre-checkout area is considered to be the golden meters of the store. Here you need to place small goods that are in constant demand. The checkout area must be replenished with goods on time and kept clean and tidy. Very often, the cashier is responsible for the order at the cash desk.
- Exhibiting at the entrance of seasonal goods. Island slides at the entrance are always filled with seasonal or heavily discounted items, and should attract the attention of all customers.
- End decoration. Goods from the ends are sold out much better, here you can place the most popular products of the main row or items at a discount.
- Arrangement of goods according to the degree of need. The most necessary product, for which the client came, should be located at the end of the store, and while you go to it, go through the entire store and be interested in whatever it is.
- Cross merchandising. Cross-merchandising is the correct placement of related products. An accompanying product is an addition to the main one (to beer - chips, to washing machine- powder, etc.)
- sale of accessories. Sellers, as a rule, sell goods where consultation is required, and you can always sell many useful accessories for it.
- Good navigation through the store and the transparency of the hall. The client must always find what he is looking for. Therefore, the display of goods should be logical, and the trading floor should be visible. Posters and signs should help navigation.
- Using cashiers for sales. Cashiers can resell a hot item very effectively. And many networks use it.
Employee motivation to increase the average bill
Very often, the material motivation of sellers is tied to the size of the average bill. has shown its effectiveness, and sellers should be interested in selling expensive goods and accessories. In many trade organizations about 70% of the premium falls on these indicators of the quality of the seller's work.
But many managers forget that among there are and. You have to recognize the best sellers at meetings in front of the rest of the team, the motivation for recognition is often much more effective than any money.
Control and monitoring of indicators is necessary not only large enterprises. If small shop or a HoReCa establishment plans to gain a foothold in the market and have a constant planned income, it is necessary to keep a record of such a parameter as the average bill. This indicator will provide information about the depth and width of the assortment, the effectiveness of the sales staff.
How to calculate
The average check, the formula of which is simple and understandable even to an amateur, is easily calculated even by a non-specialist. Revenue for a certain period, divided by the number of checks for the same period, will give the desired result. It is important to consider changes purchase price and product prices. If the dynamics is positive, the store is working efficiently, but if it is negative or zero, it is necessary to look for the reasons for the decline. The cash receipt may decrease in amount, for example, during sales. Special attention it is worth paying attention to the products that bring the greatest income, monitor the behavior of competitors regarding these products and analyze their dynamics in your store.
Determining problems with the average check in the store and how to solve them
The average check is no more than 4-5 items. The share of checks with purchases from 1 to 3 is gradually approaching 50% of total sales. The increase in turnover was less than the inflation rate or in the case when the increase in turnover is observed when new stores are opened. Customers are on the trading floor for a short time, and some departments do not visit at all.
It is necessary to analyze the location of both the store itself and departments, the display of goods, the dynamics of sales during the day. Conduct an analysis of the structure of the assortment, prices, turnover. ABC is carried out - analysis of sales, during which the assortment is considered, the most popular positions, products that are stale, and those that are the most profitable are identified. Assess the need for changes in, if necessary, create routes around the trading floor by installing shelf talkers and hanging signs with pointers for ease of orientation in the store. Create or modify a planogram and, of course, prepare Special offers for their buyers.
How to increase the average check
1. Increase in the trade margin. In the presence of unique offer and the absence of direct competitors, this will be the easiest and fastest solution. However, very few companies can boast of such an advantage. For most products there are analogues. Therefore, with an increase in the retail price, it will be necessary to increase the level of service, improve the service. And these are additional costs.
2. Range optimization. The category manager, together with merchandisers, can review the assortment structure, the principles of purchasing policy and merchandising. The task is complex, painstaking and time-consuming.
Tactical ways to increase the average check
1. Using the principle of complementarity. Many items suggest the presence of complementary goods. This principle can be taken as a basis when laying out goods. Thus, when purchasing one product, the buyer will pay attention to the second one, which complements the first one, it is highly likely that he will also purchase it, which, in turn, will increase the average check in the store.
2. Harmonization. Use turnkey solutions, demonstrate to customers which products and how can be combined with each other. For example, in the case of clothes on a mannequin, the buyer has a desire to buy the entire image, and not individual items. In this case, the average cash receipt will increase.
3. Offer for “delivery” goods of impulse demand located in the checkout area. Assess if your store has a small inexpensive product in the checkout node that the customer takes automatically when approaching the checkout. You can also duplicate the layout of a small, but hot commodity in the center of the hall, in addition to its location at the checkout.
4. Availability of gift certificates or discount cards. Close contact with corporate clients allows you to increase the pre-holiday days, as well as attract new customers.
5. Installing a terminal for non-cash payment. Buyers who pay bank card, spend more than when paying in cash, therefore, there will be an increase in the average check.
6. Focus the attention of buyers on more expensive goods. Sellers should switch the attention of buyers from a cheap product to a more expensive one gradually. Employees of the trading floor should be interested in selling more expensive goods. Perhaps you should enter financial incentive employees when selling a certain amount of expensive goods per month.
7. Inclusion in the assortment of inexpensive goods with a large margin. It is not difficult to offer a cheap product, it will not be difficult for sellers to sell it, and they do not need to be additionally stimulated. Inexpensive goods will attract customers to the store who will buy more cheap goods than originally planned.
Stimulating promotions as a means of increasing the cash receipt
Special offers are another way to increase the average check. Carrying out promotions "Gift for purchase", "When buying 2 items, the 3rd one is free", discounts in certain time days, sales. Such promotions help to establish a trusting contact between the store and the client and leave a good impression on the buyer. Also, when conducting incentive promotions, the conversion increases, that is, the number of people who leave the store with a purchase increases. Additional feature receive contact details of the client, which in the future can be used to disseminate information about promotions held by the store.
Result
As a result, the turnover at the trade enterprise will increase due to an increase in the number of purchases in cash receipt. There will be a decrease in the share of small checks and an increase in the share of medium checks, which indicates the effectiveness of both merchandising and the work of staff. In addition, the number of impulse purchases will increase if the assortment and product display are optimized. And at the heart of the positive dynamics is the average check!
