The problem of how to increase the average check is puzzled by almost all entrepreneurs working in various industries. Indeed, the final income of a businessman and the success of his enterprise directly depend on this. In this article, we will provide general tips to help you do this, as well as a few examples in specific industries.
Own niche
You are guaranteed to be able to solve the question of how to increase the average check if you find your niche. Ideally, find "their" customers, who, firstly, will urgently need your product or service, and secondly, they will not be able to find it anywhere else.
It’s not enough to imagine who your target audience is. It is necessary to carry out the so-called niche. How to determine the most profitable niches, and how to increase the average bill? Several effective tools will help:
- SWOT analysis (strategic planning method, which determines the strengths and weaknesses of the company, the likely opportunities and threats).
- ABC XYZ analysis (this tool allows you to study the range of goods, distributing them according to the necessary criteria).
- The work of experts in the focus group.
- Test launch of trial marketing campaigns aimed at various niches.
It will help to solve the problem of how to increase the average bill, and an attempt to establish its own share in the total volume of purchases. For this, a customer survey will help. It is important to find out from them how much they are purchasing from a similar product and what they like or dislike about your competitors.
Based on the results of such a study, it will be easier for you to develop motivation for sellers, improve their work skills, and establish more successful interactions with customers.
Work with employees
How to increase the average check in the store? Important is the introduction of effective management tools. For this, it is necessary to plan sales volumes according to the most clear and understandable scheme, set up a regular reporting system for sellers, and also introduce a system of indicators for the average value of a single shipment. About the last point it is worth writing especially. Motivate sellers to sell expensive accessories and goods, then everything will work out. Here's how to increase your average store check.
The fact is that in most retail outlets, the main bonuses to sellers are paid for the sale and resale of highly profitable goods. You can also stimulate them using the principle of "fast money", that is, by selling something expensive and following the designated plan that motivates the payment, they can receive remuneration from the cash desk on the same day.
Intangible motivations can also be useful in solving the problem of how to increase the amount of an average check: contests, corporate parties, awards at general events.
Loyal customers
Customer loyalty is crucial in this matter. She will grow as much attention as you can give her. If you want to learn how to increase the amount of an average check, you should use several effective methods:
- Conduct surveys, being interested in the wishes of customers, use the recommendations received if they satisfy the needs of a significant part of buyers. So you can track the loyalty index.
- Participate in customer leisure activities. Internet marketing or event marketing can help here. Actively organize webinars, master classes, contests - everything that will fit the theme of your business.
- Work on creating special loyalty programs that will come from the demographic, social, and other characteristics of your audience. There are many ways to do this on the market. For example, additional services, cumulative discounts, gifts and bonuses.
- Improve the quality of the product or service. Moreover, it is necessary to do this in accordance with the results of surveys and measuring loyalty indices.
- At every opportunity, tell the buyer how you managed to get better. Use for this SMM, PR-services, event marketing.
- Do not lose contact with the points of contact. It should be pleasant and convenient for customers to interact with your company. To do this, study the ways in which customers get to you.
- Have on hand detailed information about regular customers to regularly wish them happy birthday, pay special attention to their children, achievements in some areas that are especially important to them.
- Optimize your “free” care options. If a person has difficulties with a realized product, he should always have the opportunity to interact with you.
- Do not forget about such obvious things as responsibility and honesty. Learn to admit your own mistakes, quickly correcting them.
- Cultivate corporate values for employees so that any of them, when meeting with a client, can reach the desired level of contact with him.
Grocery store
Now, here are a few ways to increase your average bill in specific industries. For example, in a grocery store. In this case, the most effective method is to increase the price with maximum advertising activity. True, this method requires developed communication with your regular customers. But immediately it will be possible to solve the question of how to increase the average check in the grocery store.
There are several possibilities that will make it possible to lead to a fairly quick positive result:
- Avoid small packages and forms, replacing the running position.
- Develop special hot deals. They must be of limited duration, due to this it will be possible to create artificial excitement. For example, it helps to solve the problem of how to increase the average check in a grocery store, options such as “product of the week”, “product of the day”. These positions should be clearly visible on the shelves, immediately striking.
- Provide buyers with a receipt of a certain amount of any incentives. For example, for a check in the amount of one thousand rubles, offer a coupon of one hundred rubles at the next purchase.
- Divide the outlet into zones. How to increase the average check at the grocery store in this case? You can place goods related to impulsive purchases near the checkout (travel stuff, cheap sweets, chewing gum, toys, inexpensive toys, supplies).
- Organize a preliminary packaging in which the average weight of a serving of goods will exceed the standard rates by 20-25%.
- Special promotions, the so-called bribes, when the client is invited to purchase two goods at the price of one and a half.
It is worth noting that one of the most important steps to increase the average check at the grocery store is to work with staff. Employees need to be properly motivated, primarily financially, that is, their bonus should not be calculated from the total revenue, but from the amount of the average check. Also, workers need to be constantly trained, to increase their level of professional knowledge. They must have excellent knowledge of the assortment, have sales skills, be able to replace product lines, tell and invent and organize promotions themselves.
It is important to promptly and not intrusively offer our customers help, tell him about the "hot" offers and promotions that take place in the store. All these are the most effective ways to increase and stimulate sales.
A restaurant
There are also several effective methods for increasing the average bill in a dining room or restaurant. The main thing is to teach staff sales techniques so that the client orders some items from the menu in addition to their main order or chooses more expensive dishes along with cheaper ones. First of all, waiters and administrators for this should be motivated so that their proposals look sincere and enticing. The easiest way to achieve this is to set additional income for the staff, which will depend on the monthly or daily revenue. This will be especially effective in institutions where it is not customary to leave a tip. So you will solve the problem of how to increase the average bill in a cafe, pizzeria or fast food.
There are several basic methods for increasing the average check amount. Upselling is when a guest orders a more expensive menu item instead of an alternative one. For example, if a client chooses beer, then he can be advised not a drink of the middle price category, which you order most often, but a craft novelty, which will cost an order of magnitude more expensive. If guests want to order two servings of rolls, the waiter should offer them to order a set in return, which will cost more, but they will be able to try more varieties.
Will tell you how to increase the average check in a restaurant, cross-selling. This is a sale of additional items from the menu. The bottom line is that the waiter is not intrusive, but persistently offers additional dishes, drinks and ingredients that visitors did not initially plan to order. For example, sauces for hot dishes, beer snacks, ice cream topping and much more.
This method is often underestimated, being afraid to frighten away the client. But there are a few recommendations that are guaranteed to help avoid this. For example, offer guests an aperitif immediately after serving the menu. One additional drink increases the average amount of a check by 10%.
It is important to consider when guests need to be invited to make an additional order. If the waiter offers to bring more beer when the guests' glasses are almost empty, then they will most likely agree, and if he does this earlier, they will probably be refused.
Selling dishes with you can also help increase the profitability of the restaurant business. For example, at the end of the evening you can offer original pastries or desserts, take an interest in what they liked the most, and advise taking it with you.
Pharmacy
Recently, the pharmacy business has received great development. Now pharmacies can be found at almost every step, so the competition in this area is very high. How to increase the average check in a pharmacy, many owners of this business are trying to understand.
There are some simple but effective tips that can help. It is important that professional pharmacists work in your pharmacy who are able to take their own initiative, communicate openly and kindly with customers, helping them make the right choice.
Employees need to be trained in sales techniques; they must be proficient in them. In the pharmacy itself, it will not hurt to install software that would tell them which products may be useful to the buyer, what should be recommended.
It is important, as in any other industry, to motivate pharmacists. Their remuneration should directly depend on the size of the average check, their diligence.
A good example of how to increase the average check in a pharmacy is just installing software that will help the pharmacist. Indeed, one of the main features of this business lies precisely in the fact that the range of goods is so wide and specific that it is not always easy for an experienced professional to understand it.
Pharmacist Assistant
True, even in pharmacies where such an assistant is introduced, it is not always immediately possible to trace its effectiveness. This is usually due to several reasons. Firstly, management often relies too much on the altruism of its employees, on the assumption that the established program will be immediately implemented. In fact, this does not always happen. It is necessary to develop a technology that will force the pharmacist to introduce this module. Only then will everything work out and work.
Secondly, employees themselves often face the inconvenience of these aftermarket modules. The fact is that in almost all pharmacy automation programs, these modules are not consistent with real economic indicators. Because of this, there is a misleading feeling that the module is developed only by programmers and exclusively for programmers.
About the motivation of pharmacists must be said separately. The payment system for such an employee should help increase the profitability of each purchase. In fact, in many pharmacy chains you can come across two opposite forms of remuneration. In some, they are too simple (the seller receives a percentage of the total turnover), in others they are too detailed (there are too many indicators). For an ordinary pharmacist, the most optimal is a clear and simple system consisting of no more than three indicators. At the same time, it must be tied to personal gross profit with a rather high share of the premium portion (but not more than 45%). Of course, over time, the wage system can be complicated and improved. But you should always remember that even the most attractive system as a result will interest no more than 30% of employees. This is human psychology.
Cosmetics shop
The techniques for increasing the average check in a cosmetics store are very similar to the methods used in the grocery store or most other outlets.
At the same time, the most attractive way is to sell more goods at a reduced price, which always attracts a maximum of visitors. It can be a stock of three products at a price of two or "2 + 1 = 4".
An example that is suitable for a cosmetics store. When buying two pieces of handmade soap, the third client gets free. Or a ready-made set of men's cosmetics can be purchased at 15% cheaper than collecting it yourself on the store.
Such promotions work best in these outlets.
Clothing store
The competition between clothing stores is very great. Therefore, the owners of such outlets are extremely important to know, so they can count on a significant increase in revenue.
If you follow these recommendations, you can quickly figure out how to increase the average check in a clothing store. As in many other areas, it is important to sell more expensive products. Once the buyer has chosen a T-shirt or jeans, immediately offer him a similar model, which will be 30-40% more expensive. You only need to tell in detail why the choice must be made in favor of a more expensive option (popular brand, guaranteed quality).
Sell more goods. It is necessary that consultants offer a client who, for example, tries on jeans, try them together with a new shirt or t-shirt. The main thing is to do this not intrusively, but simply to show and offer.
Complementary or related products and services. For the clothing store, their greatest variety is belts, jewelry, socks, scarves, watches. Inexpensive goods, which can significantly increase the average bill and total revenue. As a rule, these products are in the assortment of any store, but are not always correctly located. You need to understand that these are the things that your client will ultimately buy, if not from you, then from a competitor. Therefore, they are often located in the box office or offer to buy several pairs of socks up to a certain amount, after which you can count on a discount or bonus card.
Calling "sleeping" customers. This is an extremely effective method if you own the contacts of your customers. After making a selection, evaluate which of them have not bought anything lately. It will be useful to call them and remind them of their existence, only for this a significant justification will be required. For example, the receipt of a new product, profitable promotions or sales. At the same time, note that you have not seen a customer in your store for a long time, try to find out the reason for this. Perhaps the whole point is that you forgot about your store or just moved to a new place. In this case, reminding yourself will be useful to everyone.
Many stores use discount cards. It must be remembered that there are both positive and negative sides. Of course, the seller loses profit by providing a permanent discount. But, on the other hand, you motivate the buyer to come to your store, because he has a discount card, which means he can count on more favorable offers.
Come up with bonuses that will be applied when you reach a certain purchase volume. , 40. - , .
. , , , . , , , . , - . , . .
, . " ". .
Ask for the contact details of your customers. This is an important point in working with clients. Remember that selling a product to a customer who at least once bought something from you will be several times easier than for a complete stranger from the street. In addition, you do not have to invest in advertising, the effect of which is not at all obvious.
The customer must be brought to the store 4 times. Believe me, this figure was not taken from the ceiling, but calculated experimentally. Experts have established that if a person makes a purchase four times in your store, then he develops the habit of leaving money here. So the client becomes your regular customer, you can no longer worry that he will come back to you again and again. You can stimulate customers to come to the store four times with the help of gift certificates, discount coupons at the next purchase, and bonus promotions.
Be sure to call the customer a few days after the purchase. This is a way to form a positive opinion about the seller. Find out if the thing fit, is everything okay. In this case, the buyer will want to not only return to you, but also tell his friends about such a caring store.
Online store
There are many techniques that will help you figure out how to increase the average check in the online store:
- Constantly offer the user products that they buy with the product that he chose.
- Cross-selling, thanks to which the customer sees what else you can buy in your store, in addition to the goods for which he came here.
- Sets of goods among retailers are popular when they need to quickly get rid of stale products.
- Offer free shipping or discounts on a purchase of a certain amount.