How to promote a grocery store: analysis of the market and competitors, strengths and weaknesses of the enterprise. Let's look at the example of a grocery store, how to increase revenue in a store: market mechanisms in action How to increase profits in retail

Despite the huge number of large and small supermarkets nowadays, kiosks continue to occupy the forefront of trade. Their number is always large near metro entrances, on the territory of entertainment complexes, in dormitory areas of the city, and so on.

This creates a huge competition in this area of ​​business. The situation when there is a queue at a nearby kiosk, and only a few customers come up to you, is familiar to many. How to avoid this and how to make your kiosk stand out from others, and as a result, more profitable, this article will tell.

Idea number 1. Flag

The height of all kiosks is usually low. But this does not mean that yours should be so. It is very easy to transform it with a flag. Attach a 2- to 3-meter pipe to the roof of your kiosk. Better yet, a few of these in all corners.

Hang on them any banner, flags or even sails with your logo (if any) or brand name. In this way, you can also attach lanterns, on the glass of which, again, there will be inscriptions and logos. And do not forget to decorate such flagpoles with garlands - and not only for the New Year holidays.

The glow above your kiosk will always attract customers in the evening and at night (if you, of course, work around the clock).

Idea number 2. Information about promotions

Nothing attracts buyers like promotions, sales and gifts. If you, of course, do not have a kiosk like "everything for 10 hryvnia", then place boards made of wood, plywood or iron on its facade and on the sides. And on them stick posters with the text like “Action! 30% discount! "

These posters can be ordered in any advertising agency at a very reasonable price. In this case, it is not at all necessary to indicate which particular product the discount is given. The main thing is to attract a buyer, and in one minute he will see all your goods and figure it out.

Naturally, in the window of your kiosk there really should be a product with a promotional price - everything that expires, goods with damaged, stained or burnt-out packaging, and so on.

It is advisable to change the conditions of the promotions at least once or twice a month, for example, "Buy this - and receive this as a gift." There are a lot of options here.

Idea number 3. Fortress design

This idea will be especially beneficial if there are fridges with drinks and several tables for visitors near your kiosk, and the area around is fenced with a small fence. Make towers and battlements out of plywood, styrofoam, or other materials.

Install them on a kiosk, refrigerators, fence (if any). On them, on the kiosk itself and on the refrigerators, stick the oracle with the image of the stone fortress masonry. The result is a cute mini-fortress that will attract visitors. And the customers sitting at the table will be able to have a pleasant rest, enjoying the spirit of the Middle Ages.

Idea number 4. Wagon imitation

The idea is like an imitation of a fortress. For its implementation, it is necessary to take a high-quality photo of a railway passenger carriage, or its fragment, which captures one or two windows. This photo needs to be adjusted in Photoshop to fit the dimensions of your kiosk so that the kiosk window coincides with the carriage window.

Then you order an oracle with the print of your photo and paste over the kiosk with it. For a better design, make wheels out of plywood or styrofoam, attach at the bottom of the kiosk and stick on them a film depicting real wagon wheels.

Inter-car couplings can be made on the sides of the kiosk. But if it turns out to be too difficult for you, then just glue the whole kiosk with an oracle with the image of the fragments of the carriage. Train lovers will absolutely love your kiosk.

Idea number 5. Main product layout

Set up a huge mock-up of a product on or near the roof of a kiosk that generates the bulk of your profits, such as a large hot dog or a bottle of beer. Such a layout is made from any lightweight material. It is best if this miracle is backlit. In this case, visitors will easily find you in the dark.

Original kiosk designs

How is it that someone closes shoe shops, and someone, on the contrary, opens and creates their own network. What is the secret of a profitable business? Ways to avoid bankruptcy and how to increase profits? One important strategic direction development is marketing planning that any business needs. Without it, shoe making and repair services can stop generating enough profit or even go bankrupt. Consider marketing opportunities to increase profits in shoe making and repair services.

How to Increase Profits: Method 1!

People appreciate professionals, but they also care about the atmosphere in which they immerse themselves when they come to a shoe shop. Craftsmen sometimes neglect the appearance and order in the workshop. Coming to such a client, you can see the dumped tool, the dirty clothes of the master.
It is much more pleasant to enter a clean, bright room with order when he meets a master in a uniform with a workshop logo, thereby showing the seriousness of the company. More trust arises! And with a high-quality service, you want to return to such a master again and again! Create an interesting, cozy atmosphere in your workshop to be a pleasure to be in.

Create a customer-friendly service!

Start with the simplest and most accessible to everyone.
1. When handing over the shoes to the client, wrap them in a bag with your logo or, if there is none, just in a bag.
2. Upon completion of work on the shoes, you can inform the client by SMS notification that you can already pick up the shoes.
3. Offer a delivery service to nearby areas. This is especially true for large cities, when time is valued and you don't want to waste it on a trip to the workshop. Revise the workshop schedule. Make it customer friendly.
Often workshops work until 18-19h, and the working population does not always have time to get into this schedule. You can rebuild the schedule for an earlier opening time at 7-8 am, then it will be convenient to go to the workshop before work. Or move the closing time to a later one in order to be in time after work.
5. Sale of related products! After all, it is convenient, having come to buy shoes, to buy sponges, creams, laces, insoles, shoe spoons, fragrances and everything in one place for them.

How to cause a stir for sewing shoes and other services?

People love something new, it grabs attention, why not use it to keep the attention of visitors.

1. Conduct periodically promotions. For example:
On Mondays, heels replacement with a 30% discount;
Replacement of instep supports on Tuesdays with a 20% discount;
On Wednesdays sole prophylaxis with 15% discount;
Sewing winter boots in the summer with a 15% discount;
Sewing shoes in winter with a 10% discount, etc.
2. Issue family discount cards for a repair order, for example, from 2000 rubles.
3. Give small necessary gifts for large orders. For example, a notebook, pens, key chains, shoe sponges, which will be useful and not expensive.
4. Conduct contests, for example, children's drawings on a shoe theme, the prize can be a certificate for free repairs.

How and where to find clients?

When thinking about how to increase profits, you should think about effective advertising:
-Pastered announcements at the entrances;
-Advertise on radio
-Via the Internet - creating your own website, groups in social networks., Boards free classifieds, placement in catalogs and reference books of the city.

You can also do training:
- to conduct master classes for designers in the clothing and footwear industry, thereby you can find potential clients for designer tailoring of shoes.
- recruit apprentices who want to learn shoemaking from scratch.

A wide range of services - more opportunities for profit!

Expand your services!

Organize shoe sewing. First, as an individual, and then when purchasing equipment and in bulk.
- you can release your own exclusive line of shoes, for example, cowboy boots or woven sandals, which are popular lately. And if you advertise in groups of social networks with an audience that loves ethno, boho, cowboy style, then the demand will be constant.
- open an online store selling your shoe products. And with sufficient production, offer wholesale supplies.
- sew shoes not only for ordinary ones, but also for creative and dance groups.
For example, costumes for animators can be sewn in any atelier, but problems arise over the search for suitable shoes, because there are not very many shoe-making workshops. And you have to order it through online stores from other regions. In a large city, there are more chances to be realized in this area.

Most often people with non-standard foot sizes resort to tailoring shoes to order. And they will be able to become regular customers, because they will need shoes for every season.

Apply at least some of these tips, and the result will not be long in coming.

Any organization related to trade, be it a small shop or large enterprise, which not only sells but also manufactures goods, have always been concerned about one question: how to increase sales.

It was the activity of the sales department that was the main measure of the company's success: sales grow - everything is fine, they fall - which means that you need to look for sources to increase their volume.

And only when things were going really badly, the focus shifted: the goal was not to increase sales, but to retain existing customers.

Of course, the main reason why it is so important to keep sales high is profit. With a decrease in the number of customers or with a decrease in their purchasing power, the profits of everyone, from the sellers to the owner of the business, will fall.

Both large and small companies often make a common mistake: when sales drop, management starts blaming the departments responsible for them or the salespeople themselves. This is wrong, because no matter how qualified and pleasant the seller or manager is, the buyer will not purchase the product if:

• there is a meager assortment in the store - he simply will not find what he needs;
• there are interruptions with supplies - now there are enough stores, so you can purchase the required product in another place, and not wait until it appears with you;
• v trading floor dirty or foul smelling;
• the product is not advertised, etc.

What are they based on modern ways increase the volume of sales? Sales volumes can be increased if:

1. Increase the number of clients.
2. Increase the average check of each client.

"If you don't take care of your client, someone else will take care of him."

Konstantin Kushner

Depending on the problems you have, start acting in one or more directions. If you use even at least some of the methods described below, this will already significantly affect the growth of your sales.

Where to start to increase sales in your business?

Start with what sags the most. Not enough clients? Work on the first metric. Are they buying a little? Apply sales promotion techniques. Small purchase amount? Increase the average bill, the number of purchases. Accordingly, in order to work on any indicator, it is necessary to know their initial values, i.e. measure.

Once you understand what sales are made up of, it becomes much easier to influence your revenue using different techniques to manage each of the components of the formula. Here are 15 ways to do this.

1. Potential clients

The easiest way you can increase your leads is by increasing the number of advertisements you send and the number of addresses.

• How many promotional emails do you send per week?
• How many contacts do you have in your mailing list?
• How many flyers do you distribute?
• How many people are in your social group?
• To how many customers do your salespeople say after completing a deal, “Thank you so much for your purchase! To whom of your friends can you recommend us?
• By the way, if you bring 2 clients to our company, you will receive a discount on your next purchase. " And yet, if you have sales via the Internet, for example, an online store - by sending your product to a client, you can put advertising material there with an offer to buy the next product / service and a time-limited discount.

2. Potential clients who left an application

To increase this metric, you need to know the conversion rate of your ad.

• How many people came to the site and how many of them left an application / bought?
• How many flyers have you given out and how many hits / calls have you received?

Conversion and site traffic (how many people went to the site, and how many left a request) can be analyzed using the free Yandex. Metrics.

But in any case, you should have a rule that every client who called or came to your company should be asked: "How did he know about you?" This will give a more accurate reading.

If you don't have sales pages yet, you need to create them. The Selling Page is your 24/7 sales manager. A selling page is a site made up of just one page, aimed at selling just one product / service. If the page is done well, then you can count on a conversion of 5% or more. In addition to conversion, you need to understand that advertising should be compiled only on the basis of surveys.

It is far from a fact that what clients in Rostov are pecking at will be relevant in Chelyabinsk.

An example from practice, in Cherepovets, in the headline of an advertising article, focus on the city-forming enterprise - Severstal. "Why?" - you ask. The answer is: Severstal is a company that employs most of the city's population.

An example of such a headline: "The Shocking Truth About Severstal Management!" Yesterday we learned that the entire management of Severstal buys food only in the Alye Parusa store. There has long been a discount on consumer goods for all Severstal employees!

And we can guarantee that the response to such articles by the residents of Cherepovets will be very high, definitely higher than just the title “Come to Scarlet Sails - we have discounts”. However, the same title will no longer work in Chisinau.

3. Customers who agreed to buy

To increase this indicator, you need to work well with the sales department. You can go in two ways - increase the quantity or increase the quality.

Quantity is how many calls your sales force makes to customers. Quality is how many of those calls lead to sales.

If you want to increase both, then implement the scripts right now. Write scripts at least for standard customer objections: expensive, not interesting, I'll think about it.

This will allow your managers to move from the question “what to say to the client?” To the question “where else to get clients?” To whom you can say this. You can also increase the number by hiring additional vendors.

Yes, and if sales managers are on salary, transfer them to salary + percent%.

And, in any case, do not make the ceiling from above! Sometimes good sellers understand that they will not be able to become leaders in the company, because all the vacancies at the top are already filled. Then the only reason for them to sell a lot will be money.

4. Gross income

This indicator can also be separately increased in two ways: Increase the value and / or increase cross-selling (sales in the appendix). If the first is obvious, then the second needs to be worked on.

You need to find answers to two questions:

• What else can you sell right now to a customer who has made a decision to buy from you?
• Why is it profitable for a client to buy, but is it profitable for a manager to sell it right now?

Example: One owner of a chain of luxury footwear stores pays a percentage to the manager only if the client has bought two or more pairs of shoes at once. In this case, the client, buying immediately the second pair, receives on it good discount or branded shoe care cream.

Another car dealership owner works in the same way. The manager who sold the car receives a good percentage only of the amount purchased by the client additional equipment: floor mats, sound system, anti-theft alarm, etc.

Remarkably, the same owner also opened a car service and tire fitting.

Returning to points 1 and 2, this owner has made an agreement with the insurance companies, and now their field representatives are located right in the dealership at separate tables and offer customers auto insurance policies. In exchange for this, along with each policy, which is issued at the head offices of these insurance companies, customers are given an advertisement for his car service and tire fitting.

5. Net profit

The last link in this chain is the increase in net profit.

Net profit is gross income minus costs. See how you can reduce costs - “squeeze out” suppliers for discounts, refuse

some unnecessary positions in the company, or vice versa, get hold of a full-time accountant with a salary of 20,000 rubles. instead of outsourcing for 50,000 rubles. Made? Fine!

Now look at how and where you can increase the speed of particle movement in your company and reduce time costs. To the smallest detail:

• How long does it take for a customer who calls your company to buy and receives their goods?
• Can this time be reduced by at least an hour?
• How long do your employees smoke?
• How long after ordering a product does it appear in your warehouse?

If you are planning income by month, then you must understand that every wasted minute of your employees is working against YOU. It is you, not your salaried accountant, who receive less net profit... The accountant will receive his salary anyway.

6. Increase the value of the product

If your company is engaged in the production of a product, then one of the solutions that have a positive effect on sales is to increase the value of the product. In many cases, to increase sales, you can change appearance product, for example, its packaging. And, as a result, the value of the product in the eyes of buyers will change.

For example, the company was engaged in the production of cheap clothes that were sold in markets and in cheap shops. As a result of the analysis, it turned out that the main competitor of this company was China. The goods produced by the company were perceived by consumers as Chinese, and the price of the products was slightly higher.

It is clear that clothes made in Russia cannot compete with Chinese in terms of price. Even the fact that the quality of the products was higher did not help in the current situation, since the nondescript appearance of the product, together with the relatively high price, reduced the interest of buyers.

An analysis of the product and its perception by buyers was carried out. This led to a risky decision: the packaging was changed to a better and more modern one.

What was done:

• Changed the logo, fonts, design. We made it bright, stylish and attractive.
• We chose a different material. Instead of cheap plastic bags, high-quality cardboard packaging was used.
• The package contains a maximum of information about the product.

As a result, the product "dropped out" in the perception of buyers from its usual price category. Thanks to the packaging, it began to be perceived by buyers as more expensive and of higher quality. At the same time, at first, the price was not raised at all, and the real cost price increased quite a bit.

Thus, the goods "left" in the perception of buyers from the niche filled with Chinese goods, and the real price did not increase much, since the cost of cardboard packaging per unit of goods turned out to be quite small. Of course, I had to tinker with the introduction of the new packaging, any changes in production are associated with certain difficulties. But that is another story. But thanks to the new packaging, there was a transition of goods from one value category to another in the perception of buyers, which became a real "springboard" to increase sales.

7. High-quality work with the order

For some reason, many companies still neglect to work with a buyer's order. Of course, certain actions are being taken. The manager accepts the order, processes it, issues an invoice, then shipment is made, etc. At the same time, most of the small and medium-sized businesses, and I will remind you that I work with these segments, do not work on order.

Sales departments of companies are somewhat reminiscent of stalls: what is available is what they sell. And if the requested product is not on the balance, the manager does not even offer to issue the required item "under the order". Most often this happens because the system does not have necessary tools, and the manager simply does not know how to place such an order.

It would seem that the solution lies on the surface. Do not refuse buyers! Offer not only analogs, but also the design of the desired product "to order". Those. your client orders whatever he needs. And the manager accepts the order and notifies the buyer about the delivery time, taking into account the time of receipt of the missing items on the balances. All companies that have implemented this system have seen a noticeable increase in sales.

In this case, we are not talking about online stores that operate without a warehouse at all, i.e. only on order, regardless of whether they inform their customers about this fact or not. And we are talking about companies that have their own warehouse, but at the same time they can order goods from a supplier. What is the problem of introducing such a scheme of work? It lies in the fact that companies do not know how to technically implement it. An example of how such a scheme was implemented in a person engaged in wholesale ceramic tiles.

All products are divided into two groups:

• The first is the goods in our own warehouse, i.e. those goods that you yourself have ordered from your main supplier.
• The second one is “foreign” goods, that is. those that can be quickly ordered from another supplier or competitor. This “Alien” attribute was filled in the product card to indicate the products ordered from competitors. Also, the supplier (competitor) from whom this product is purchased was indicated on the product card.

In this company, which trades in imported goods with a long delivery time (from the moment of order to receipt at the warehouse, it takes about two months or more), a special system has been developed when, when accepting a buyer's order, if there is no product in the warehouse, and until the next delivery for another month, the manager can find out if a given product is available from a competitor and order it. The manager includes this product (Foreign product) in the sales order with the designation On order (To supply), and when the sales order is posted in the system, an order / orders to the supplier / suppliers is automatically created (data on suppliers is taken from the item card). As a result, the client receives all the assortment he needs and continues to actively work with your company. He will not go to a competitor in search of the position he needs, because you have everything he needs.

This approach significantly increases sales, while in many cases the profit grows insignificantly, because you buy goods in small quantities, perhaps even from competitors, and therefore sell some items with almost no extra charge. What's the point? You get customer loyalty. Your customer does not leave, makes an application from you, buys other goods along with an unprofitable "foreign" position. And you will notice an increase in profits from such a scheme of work at the end of the month, quarter or any other reporting period. By increasing customer loyalty, sales and profits will increase significantly.

8. Sale of related (additional) services

Many companies only sell products without any additional services. But quite often it is the service that contributes to the fact that buyers make a choice in your favor.

For example, one of my clients was a company that specializes in the sale of cable products. At some point in time, they decided to introduce an additional service - cable laying. Those. in addition to the delivery available to all, they began to offer on-site cutting of the cable, as well as its installation at the customer's place. As a result, not only the profit from paying for the additional service has increased, but also the volume of sales of goods.

What is the reason for this growth in sales? Some customers of such products consider it a big plus to be able to order everything in one place: both the product and the service. They do not want to waste time looking for performers and cannot perform the installation (laying) of the cable they need on their own. Those. in this case, clients reason like private buyers: “if I bought a sofa, then I have to assemble it right away, albeit for an additional fee”.

For some reason, many companies neglect this opportunity to increase customer loyalty, the attractiveness of products to new customers, and also the volume of profits. In fact, selling services is a great way to increase sales. Don't forget about it.

9. Make the terms of cooperation softer

Many companies work with their clients on very tough terms. This is especially true of those who have been working on the market for a long time, often since the 90s, working with imported goods, with products that have no analogues on the market, and so on. For example, I had a client who was selling imported professional cosmetics for beauty salons. Given that one bank of funds can cost from 17 euros and more, in order for the dealer to receive a 5% discount, it was necessary to complete the purchase volume of 2500 euros, and to receive a 20% discount - 7500 euros. In addition, dealers committed themselves to buying and distributing magazines that no one wanted. There were other requirements, often inconvenient and unfriendly to customers.

10. Sell more expensive items

Typically, the buyer chooses from several different cost units of the product. At the same time, the price will not always be the decisive argument for making a decision. Let's say a person doesn't always buy the cheapest jeans of the three options.

At the moment when the buyer has almost chosen, offer him a similar product, but from a more expensive segment. The customer may not have noticed it on the shelf. Explain why your option is better (higher quality, better sits, fashion brand etc.). If you have shown a profit from a purchase, 30-50% of customers will agree with you.

11. Sell kits

Create kits using the principle “this item is often bought with”. This works in both offline trading and online stores. The customer tries on trousers - offer him a suitable shirt, jacket, sweater. Don't say “take something else,” but suggest a specific model, a specific product. Together with the discount on the second purchase, this works even better.

12. Carry out promotions

Promotions like "4 things for the price of 3" are a powerful motivator for increasing the purchase amount, even if you personally are skeptical of them. Of course, it makes sense to carry out such promotions only when you are primarily interested in selling the product and emptying the shelves. If your product can lie down, will not deteriorate and will not go out of fashion, you do not have to arrange a total liquidation at all.

13. Increase the time the customer spends in the store

Time is one of important factors affecting the purchase. You can increase it, say, by influencing the companions of your buyers. In the shop women's clothing make a recreation area for your husband and a play area for children - and you will immediately notice how the average check has increased.

If you are renting premises, for example, in an elite mall, then the allocation and equipment of a recreation area for you may not be at all low-budget, always consider the costs.

14. Use “cardboard sellers” and “talking” price tags

Cardboard vendors are signs on which you place important product features. It can be a mini sales text, specifications, an indication of the audience or purpose of the product. In a clothing store, you can write, for example, what type of figure a particular outfit is suitable for. In the shop household appliances- for which house, what intensity of work, and so on. "Talking" price tags are a variant of a "cardboard seller" on the scale of one price tag.

It is especially important to use this technique when working with a male audience. Women are more willing to communicate with sales assistants, while men are more comfortable reading information.

When placing large "cardboard sellers" remember that people will read them on the go, so choose the location, text and image scale carefully. In an online store, product descriptions perform the function of a "cardboard seller", remember their importance!

15. Let's test and try your product

Often people do not buy what is unfamiliar to them, because of doubts: whether the quality is good, whether I will like it, whether it will fit, and whether I can use it. For some products, there is a statutory right of the buyer to return. But you can go further: give an extended return guarantee.

Some products cannot be returned, but you can give your visitors a test. For example, recently I had a consultation with the owner of a handicraft shop. Her tools for making jewelry were poorly sold. She put a table in the store where anyone could try them in business - and her sales of not only the tools themselves, but also consumables increased.

It has become the norm for online stores to have in their arsenal a variety of payment methods, including electronic money. But offline there are still outlets where only cash is accepted. Add payment on credit to different payment methods, payment in installments - there will be more purchases.

Of course, these are not all ways to increase the average check in a retail store. Each business and each occasion may have their own recipes.

Most entrepreneurs who started their business from scratch, and experienced businessmen are worried about the issue, how to increase sales in the store?

This article will discuss 9 effective ways that can increase your profits.

A big plus: they will not require additional substantial investment in implementation.

How to increase sales in the store: identifying the main factors

Before moving on to the main topic of how to increase sales, it is necessary to determine why their level depends:

A huge role in the sale is played by the arrangement of products on shelves, shelves or hangers.

There is even a special "science" - merchandising.

It is also important how the product looks.

For example, it will be difficult to persuade a client that this meat is worth buying if it looks like it has been on display for a week.

Products must be intact, clean and presentable.

1. Also, of course, the level of sales depends on the ratio of price and quality.

Now let's move on to exploring the basic tricks that will help increase sales.

9 actionable ways to increase store sales

Rule # 1. The more expensive the better

For every visitor in the store, the sales assistant must closely monitor.

And not because the buyer can take something for himself and not pay for it at the checkout, but in order to offer the product more expensive on time and thereby increase the number of sales.

Sounds absurd?

For example, a sales assistant noticed that a visitor is already ready to purchase a hat.

At this moment he comes up, and without any obsession and tremors in his voice offers a similar product, only 15-20% more expensive.

Of course, not just like that.

In doing so, he refers to the fact that his proposed hat:

• several orders of magnitude better than the previous hat;
• produced by a well-known company;
• this brand will be popular in the next season;
• be in the status of exclusive accessories, etc.

No fashionista can resist such a list of merits.

In addition, psychology is at work here: most people cannot pronounce the phrases "this is expensive for me", "I want something cheaper."

This move allows you to increase the number of products sold, despite the fact that "misfires" in this scheme, of course, do occur quite often.

But even if 30-45% of all visitors fall for such a trick, then this method will increase conversion by 22%!

Rule # 2. More is Better

For a consumer to buy not one, but several products, he needs a good reason.

Let's go back, again, for example with a hat.

Only in this case, the seller should increase sales by offering to additionally buy another position at the outlet, and not a similar product.

For example, buy matching gloves or an elegant scarf for a new hat.

In no case should an employee be forced to try on the offered product and be intrusive!

This will have the opposite effect.

The customer can even continue to bypass the store by the tenth road to avoid this "pesky character".

The seller must demonstrate the second item by describing its merits.

It is important to explain to the person why he should leave with two purchases at all.

For example, noticing that the proposed scarf is in harmony with the chosen hat, while creating a full-fledged fashionable look.

This is a good trick to boost in-store sales.

Rule # 3: How to Drive In-Store Sales with a Companion Offer?

This rule is in a sense "consonant" with the previous one.

Every clothing store contains items that can additionally increase sales, but are usually not offered to customers when choosing a basic item.

This is the so-called small things, which are usually displayed in the checkout area or on small counters in the sales area.

Such related products can be:

• scarves;
• hairpins;
• umbrellas;
• bijouterie;
• various cases, wallets.

How it works?

For example, a man buys jeans.

At the checkout, he is offered to purchase an additional pair of men's socks.

They argue that then the purchase amount will reach the required minimum in order to open a discount card.

Few of the buyers will refuse: socks will always come in handy, and participation in the accumulation system is an opportunity to save on purchases in the future.

The consumer thinks that this is a profitable investment, and he agrees.

Even if the entrepreneur's benefit from one such sale is small, if you sum up the results of the month, then the increase in sales using this method becomes obvious.

Therefore, store owners should not refuse to use such zones, and also need to motivate sellers and cashiers to mention the existence of such goods to buyers.

Rule # 4: Don't Forget Your Customers

Use methods that will allow you to find out the contact number of the buyer at the time of sale of any product.

Most easy way- this is to ask to fill out a small questionnaire, for which the client can receive a discount card.

In this way, you can create a database of store visitors.

How will this help to increase sales at the point of sale?

Collected Contact phone numbers consumers are used to make calls.

Here's how consultants might argue for calling a buyer:

1. Informing about new deliveries to the store.
2. Messages about profitable offers.
   For example, “buy one razor as a gift for a man on February 14, get the second as a gift” or “we will wrap it in beautiful gift paper for free”.
3. To find out why the client has not visited the store for a long time, and whether he has any wishes regarding the service or product.

The ability to work properly with such a tool is a real art.

It is worth doing this only for those employees who have good diction and know how to work with objections.

They also provide a good response rate, and will also increase in-store sales.

The effectiveness of this method is confirmed by statistics:

Rule # 5. Enter a discount card

To increase in-store sales in this way, it is necessary to become familiar with two sides of the coin of this process.

The positive side of the coin

How to increase store sales?

Basically, an increase in the number of consumers. A discount card allows you to "get" them.

Buyers will always be attracted by the opportunity to save money.

For example, a girl wants to buy herself a purse. This model is located in two adjacent stores. Only in one does she have a discount card, and in the other she does not. Of course, she will go to buy goods where there is at least a small savings awaiting her. Reasonable, isn't it?

With the help of discounts, we can increase sales by attracting more customers, rather than increasing prices.

Negative side

When such cards are issued to regular customers, the store loses the lion's share of profits.

Whatever one may say, but the amount "underpaid" by the buyer is a lost profit point of sale.

Therefore, the advisability of using cards must be calculated in each specific case separately.

Each owner will decide for himself whether to use this method of attracting visitors.

But its effectiveness cannot be denied. Moreover, the efficiency is gradually increasing.

Pay attention to the comparative statistics of whether the presence of a discount card affects traffic:

Rule number 6. Bonus program to increase sales

This is another move aimed at boosting store sales.

Calculate medium enterprise and add about 25–35% to it.

This amount will be the control minimum for bonus program.

For example, the average check in a store was about 2,000 rubles. Then, to receive bonuses, the buyer will need to cross the threshold of 2,500 rubles (2,000 + 25% = 2,500).

Come up with some gifts as a reward.

This can be either the products of the store or any products of partner companies.

This method can be used to increase sales in the store.

In addition, teach your employees to say the following words: “You made a purchase for 2,320 rubles.

If you purchase goods for another 180 rubles, we will give you one of the gifts to choose from:

• a plush toy;
• Lantern;
• trinket;
• pen;
• fridge magnet".

It can be anything! The main thing is to interest the buyer and make him pay even more.

Also, instead of gifts, according to the terms of the bonus program, you can accrue points that customers can spend on purchases in the future.

It kills two birds with one stone: it attracts people and makes them become regular customers.

The scheme is as follows:

Rule # 7. How to increase store sales with promotions?

This list is 10 better ways how to boost in-store sales would be incomplete when you consider promotions.

Promotions will always exist, because this is the easiest way to increase the volume of goods sold.

They allow you to motivate a person and incline them to spend more than they originally planned.

The most effective scheme that will help increase sales is 2 + 1 or 3 + 1 (buy three items and get the fourth as a gift).

This method not only allows you to increase sales in the store, but also helps when changing products to a new collection or moving to a different season.

The store sells several things at once that could lie without being sold, instead of writing them off and sending them to stock centers.

In addition, this method will help to increase the number of customers in the store.

It was noted that information about such actions is being disseminated with the help of word of mouth.

Rule number 8. "Book of complaints and suggestions"

According to the law, every business must have such a book and issue it at the first request of the client.

But often the owners completely ignore their presence: the document is sent "to the table", and issued only with urgent requests ("otherwise you never know what nasty things they write to us").

Meanwhile, this may be one of the reasons why it is not possible to increase sales in the store.

Are you surprised?

The fact is that, based on complaints and suggestions, self-respecting boutiques or retail outlets determine what exactly is lacking for customers!

Of course, you shouldn't offer every visitor to leave a record there.

Instead, you can enter short polls.

They can be carried out by cashiers when selling goods, and you can also place a box for requests and wishes in the sales area.

Buyers can be asked how they feel about:

• the level of prices in the store,
• variety of assortment,
• service personnel,
• atmosphere in the store (playing music, decor, product location).

In addition, you can unobtrusively ask to leave a comment about the work of the outlet on the site.

This will not only provide feedback, but will also attract new people to visit you.

Answer sheets should be USED to improve the operation of the point of sale, and not sent to a distant box.

Then you can increase sales by fixing potential problems.

The video shows practical advice to increase sales from an experienced entrepreneur:

Rule number 9. Communication with the client

To increase in-store sales, you need to think about more than just selling “here and now”.

Work for the future.

For example, a person bought an expensive tablet, phone, laptop in your store.

And suddenly, after a day or two, the store representatives call the buyer and ask:

1. Is the consumer happy with the purchase?
2. How quickly did you manage to set up an expensive purchase?
3. Do you need help in mastering the technique?
4. Do you have any suggestions to improve the store?

Agree, this gesture is very pleasant.

Everyone will appreciate this kind of care.

In addition, you will definitely want to tell your friends and acquaintances about this step of the store.

Word of mouth is an effective method of free advertising.

The methods listed above will help you decide how to increase store sales.

But we must not forget about the main thing behind the "tinsel": the key to the success of a retail outlet is customer care, quality goods and highly qualified sales consultants.

If everything is in order with this "base", the methods described in the article will help to increase sales in the store in short time.

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