How to increase sales of a retail outlet. Increased retail store sales

Paradoxical as it may seem, even the crisis plays its part positive role in trade. It lies in increasing competition in the market, from which the buyer benefits.

How to make sure that the one who trades does not lose out? The article will talk about how to increase sales. retail store.

Smart marketing is everything

Today, to attract customers it is no longer enough to open, put goods on the shelves and decorate the store entrance with balloons. In conditions modern city a person will always find a point closer to home, work, or bus stop. But this is not enough for him.

The buyer will want to go where the sales methods are thought out taking into account his needs, where the goods are located conveniently and aesthetically, where, finally, there is a sufficient assortment.

It’s interesting, but such increased demands for trade are imposed even by those who traditionally stop by only for a bun and milk.

The manager’s task is precisely to force the buyer, in addition to that very bun, to buy a whole basket of other products in the store and thereby increase the total volume of purchases.

Planning other people's purchases

There is such a thing as guerrilla marketing. retail trade. Speaking in simple language, these are ways of influencing the buyer, the goal of which is to increase sales and the amount of the average check for each client.

And here other mechanisms are already at work, in addition to assortment and convenience. Proper distribution of assortment and turnover come to the fore.

And the same buyer who visits the store every day should not be able to grab a loaf of bread and a carton of milk on the go.

Before reaching these shelves, he must walk past the display cases and, unnoticed, buy a whole basket of other goods. Plus beautifully designed display windows, attractive product display and other steps psychological impact

on the buyer. The overall program is completed by background accompaniment: voiced announcements about certain products, promotions, and so on. And at this stage of sales planning, the question arises: what is more important - increasing the number of new customers or retaining old ones? Perhaps the second one should be given priority: stimulating repeat visitors should be a top priority . For this purpose, everyone comes into play.

known methods

In the first place in increasing sales, of course, is price incentives. This is not about winning the reputation of being the cheapest store at the expense of profitability. Today, such a cunning move as discounts is very popular in retail trade.

They come in two types. The first is the retail purchase and sale of goods of a seasonal nature or with an expiring shelf life. They require mandatory discounts in order to prevent large financial losses.

And secondly, to increase demand and increase the volume of purchased goods. Ultimately, losses from discounts become proportional to losses from long-term sales or loss of relevance of the product.

Another popular and attractive tool for increasing sales in retail stores is bonuses.

Bonus programs can be different: two for the price of one, a discount when purchasing a certain amount, and so on.

There are other techniques for increasing sales in retail trade, for example, all kinds of promotions. And all these tools must be skillfully mastered by store personnel. And for this, employees must themselves be motivated: motivating staff depending on sales volume is of great importance.

Bonus cards Incentive Methods retail sales

products always operate flawlessly. These include the technique of attracting customers using bonus cards.

First of all, this is a tool that “fixes” the buyer in a given store: after all, he needs to quickly gain a certain number of points. He will monitor promotions and try to make purchases in this particular place.

In addition, people with experience in retail trade successfully use the gift system, when a client receives gifts for a purchase of a certain amount or for long-term use of the store’s services.

Another marketing technique in the same gift series is holiday promotions, special discounts and birthday gifts. In this case, the so-called “word of mouth” works great, and the interest of potential buyers of a store or retail chain naturally increases.

The same line includes such types of retail purchase and sale as “two goods - the third as a gift” and gift certificates. According to statistics, today many buyers, finding it difficult to choose a gift, prefer to give a certificate from a certain retail chain for a fixed amount.

The principle of upselling in retail marketing rests entirely on the shoulders of store personnel. The question “anything else?” works not only in counter stores, but also in self-service supermarkets.

Methods of retail sale of goods in conditions open shop windows and independent choice do not exclude direct communication with the buyer. The responsibilities of sales consultants include stimulating the buyer so that he pays attention to other products.

They are especially advantageous in this regard when related groups of products are displayed on the counter. They allow you to remind the client that, for example, it is better to take a balm of the same series along with the shampoo, and a hair mask to accompany the balm.

The hob contains both dishes and household appliance care products. The planning of the assortment and the placement of goods in the hall should be carried out precisely taking into account these features - the possibility of offering additional goods.

Trifles in trading

Bright price tags with the inscriptions “Bestseller”, “Two for the price of one” and the like look attractive in a retail store. When a person sees them, he doesn’t think that he doesn’t need this product. And usually profitability takes over, increasing sales in a retail store. Cashiers are also responsible for their sales phase and often offer a small “penny” item instead of change.

As a result, you can increase sales in retail with the help of many existing ones. And every owner trading business There are always your own methods of planning and stimulating sales.

Flexibility in choosing strategies is the main tool for success in retail.

What else can you do? There is one more unobvious thing:

Sales is one of the foundations of a successful enterprise, no matter what it does. Even if the products most needed by the population are manufactured, they still need to be sold. And within the framework of the article, we will look at how to increase sales in retail trade.

general information

1. First, you should take a look at the companies that offer goods delivery services. It is quite possible that the supplier sells food products at quite an expensive price and you can find companies on the market with a more pleasant price. pricing policy. In this case, it will be possible to reduce the selling price.
2. You should experiment when placing goods and see what is most often taken together.
3. You should pay considerable attention to the identified patterns and try to turn them to your advantage.

Unconventional ideas

In this case, the greatest attention should be paid to the following approaches:

1. Sensitivity to trends. Let's look at an example. When winter ends, the demand for rolled metal products for houses, sheds, fences, etc. increases. Mutual advertising, gifts and recommendations can be used for additional effect.
2. Exactly the same, but better. The essence of this approach is that there is a choice of goods that are similar in cost. In such cases, the highest quality is selected. Using such a “background” can be of great service.
3. More expensive means better. Many people think that the more a product costs, the better it is. And this is often true. In other cases, they simply make money from it.
4. Symbiotic partnership. Think about where is the best place to place a retail outlet? Here are a couple of combinations: pharmacy and grocery store or auto parts and bicycles. Related areas can help very well in increasing sales levels.

And if you are interested in how to increase sales in the retail trade of flowers or other fast-moving items, then the last option will be literally ideal for growth. If you think about it, you will find a good place you can do it almost everywhere.

Automated sales systems

This is a popular way to organize, customize and increase the efficiency of work with a client when it is carried out in several stages. Let's say there is an online clothing store. Is it possible to improve its performance? How to increase sales in clothing retail during a crisis and difficult times?

An automated sales system will help with this! With its help, you can facilitate the establishment of contact, clarification of requirements and requests, registration of requests, their processing and implementation, including delivery. An automated sales system also helps with after-sales service and follow-up interactions. There are a large number of benefits and useful features that they can offer.

Building a sales system

A lively mind, sensitivity to the market and quick wit provide ample opportunities. But to improve performance, it is necessary to take care of building a sales system. It will allow you to understand the structure of goods sold in the picture of the overall assortment and analyze intermediate results.

Use as a base automated system sales will significantly streamline the available information. In addition, it will be easier to build relationships with clients, from the first call to the issuance of an invoice. The ability to make accompanying notes also helps significantly. In addition, they may have various add-ons such as the ability to send instant messages or emails.

Various tools for increasing sales

Let's look at a case where something is retailed through the World Wide Web. Only we will pay attention not to websites, but to social networks. These are quite popular sites where there are a large number of people, and all of them are potential buyers.

According to opinions quite large quantity people, the presence of a company representative who is involved in maintaining feedback through social media, increases the number of sales by a third of the existing turnover. You should not neglect various pleasant bonuses and souvenirs that can please customers with their availability. It could also be an offer to make an additional purchase along with the product.

Consider this case: a person buys a computer, and they offer him a router at a reduced price or even give it for free. You just have to adhere to the rule that an additional service should not cost more than the main purchase. You can also use the establishment of a certain purchase threshold.

It should be noted that in this case there is no specific model You can interact and work here within the framework of your imagination. The general gist is something like this:

1. When the purchase price exceeds a certain amount, the buyer will receive a gift, a coupon for a drawing, or free shipping. Although it may be something else.
2. When two goods are purchased, the third one is given free of charge.

Non-standard models

Overall list in various ways I could go on for quite a long time. And it wouldn’t hurt to try to use your imagination and come up with something new that will help increase sales. Finally, you can remember this:

1. Payment of change in goods. This technique cannot be called widespread, but it is still quite interesting. So, when a buyer pays for a product, he receives change not in money, but in some small change. For example - chewing gum, candy or matches.
2. Multi-colored price tags. This technique is used in cases where it is necessary to draw attention to a certain product and show that it is special. For example, something that will spoil soon and is therefore sold at a discount.
3. Limited time price. It has a strong motivating influence on buyers, literally forcing them to buy the product at the moment.
4. Possibility of return. There's a pretty neat trick here. There is a law that requires you to accept a product back if it is returned 14 days after it was purchased. You can further play on this. It is enough to offer customers that if they don’t like the product, they can return it after 14 days.
5. Hints on price tags. In addition to the cost, in this case it is useful to post information about what is included in this particular product.

Conclusion

It is impossible to say exactly how effective these measures will be. A lot depends on the practical implementation and many different aspects. But there is no doubt that there will be a result. The main thing is to build a strategy. There is no need to put everything in a heap and pile one thing on top of another. If something happens, you can always use one thing first, and then something else. In addition, you can time various special moments to coincide with dates like New Year, summer season and so on.

But in pursuit of the number of sales, one should not forget about the minimum required price. Because the client, of course, is a valuable person, but it is not good to work at a loss. Therefore, it is necessary to look for a golden mean. And if one person leaves, you should not be sad, but you should concentrate on the rest of the people who are in the status of a potential client.

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Despite the unstable economic situation in many countries, dynamic changes are taking place in the retail industry. Every year, fluctuations in the demographic characteristics of buyers and their needs are increasingly felt, new forms of trade and technologies are developing, radically changing the activities of trading companies. A pressing issue for entrepreneurs who are building their business in the retail segment remains increasing sales. When using special techniques, it is quite possible to achieve a several-fold increase in profits in a relatively short period of time.

Specifics of increasing sales in retail trade

To choose for yourself the most effective methods to increase sales and increase profits, you need to clearly explain to yourself such concepts as incoming flow, number of customers, average check, repeat purchase, margin. For acceptance the right decision these values ​​must be recorded and analyzed regularly.

To understand how to increase sales at a specific retail outlet, you need to calculate your indicators using a special formula: Profit = Op * M (we multiply the sales volume in monetary terms by the margin). To determine the sales volume, a different algorithm is used - the number of customers is multiplied by the average income per customer (it can be calculated by multiplying the amount of the average check by the number of purchases). To determine the number of customers, you need to multiply the number of potential customers by the conversion rate, that is, the percentage of people who made a purchase in the store. Combining all the components, we get the following formulas for determining the level of basic trading indicators (they will help determine what to pay attention to to increase sales):

• sales volume = potential clients * conversion * average revenue per client * number of purchases;
• profit = margin * number of potential clients * conversion * average revenue per client * number of purchases.

By improving each indicator by about 15%, the entrepreneur will be able to double his profit. But to increase sales levels, one approach will not be enough; you need to use several methods and constantly monitor key trading indicators.

Most often used in practice following methods increasing sales in retail trade: price incentives (discounts, discount cards), public events(lotteries, drawings). These methods of increasing sales are best suited in cases where you need to increase turnover quickly (in response to the actions of competitors, if necessary, make adjustments to the pricing policy of the outlet). Many people want to find a job option that would allow them to understand. Therefore, to attract clients, it will not be difficult to find promoters, people handing out business cards, flyers for an hourly wage (these are not very highly paid, but).

By creating a price discount to increase sales in retail point, it should be remembered that the size of the reduction must be sufficiently noticeable so that an advertising offer can be built on it, so that they can stimulate demand, but not provoke a drop in profits. Sales promotion will make it possible to significantly increase sales volume and effectively solve many practical problems: profitably sell illiquid goods, increase the average bill or the number of units in it, the number regular customers, attract attention to the retail facility, successfully promote a new product to the market and encourage customers to make a purchase.

How to increase your sales level?

To increase the level of sales in retail trade, special ones have been developed. Using only one approach in practice will provide minimal and short-term results. It will not be enough to achieve important goals efficient work goals such as increasing sales volume within long term, increasing customer loyalty and increasing the client base. In addition, many clients are economically educated and can quickly analyze the profitability of a particular offer. Using standard, monotonous solutions will not bring the desired result. We suggest considering several effective techniques:

1. We increase the margin without raising the price (“the illusion of a discount”, that is, we cross out the supposedly old price and install a new one – more attractive for the client; This is often done when receiving a new batch of the same product at a higher price).
2. We increase the cost of goods (the principle of raising prices will not work in the case of sales of large quantities, but in retail trade it is effective; few customers carefully and regularly monitor prices at a specific outlet).
3. Mass mailing of SMS messages to customers with information about new deliveries of goods, promotions, sales, lotteries, drawings with gift certificates.
4. To increase the average purchase price and thus increase sales, you can use several techniques:

• it is reasonable to offer the purchase of a more expensive product (usually 30-40% of buyers choose a model with a higher price);
• recommend related products (CrossSell technique) depending on the sales profile, for example, shoe care products, clothing, accessories, cosmetical tools(creating a wide range will significantly increase sales);
• give a small gift to a certain buyer (every tenth, etc.);
• (arrange a refund of part of the cost of the goods if there is a receipt for a certain amount or after purchasing a high-value product).

Advice: when organizing events to increase sales volume, you should work them out well in financially, because they can be considered successful only if the costs of carrying them out, including the cost of gifts, are less than the benefits received (increase in turnover, profit).

1. Creation of a bonus system (gift wrapping, free warranty service, after-sales service, ordering and delivery via the Internet).
2. To increase conversion, you need to do everything to move the client from the potential buyer category to the real buyer group:

1. It will be possible to increase the number of purchases due to profitable promotional offers with a limited period of implementation, an individual approach to the client (call after purchase, please evaluate the work of the retail outlet).

Purchasing a product is a process that is subject to certain psychological stereotypes of customers. Some things are bought spontaneously (here a sudden inner impulse plays the dominant role), and some are bought only after a scrupulous analysis of the available information about the product.

Making plans

How to increase sales in a retail store? This is a question that worries most retail managers. Unfortunately, a miracle cure has not yet been invented that will quickly and effectively raise revenue to the skies. On the path to increasing well-being, many difficulties will have to be overcome. And only you can decide whether you are able to carry out your plans.

Real steps

According to experienced experts in this field, there are the following ways to increase sales:

Ensuring a stable flow of customers and frequency of purchases.

Increasing the average bill, that is, selling goods at a large amount.

Which path is better to follow? How to increase sales volumes as efficiently as possible? To answer these questions, we will consider each method separately.

Increase in the number of buyers

To make as few mistakes as possible when deciding to stick to this plan, you need to be a competent marketer. Special knowledge will help answer the question of how to increase sales volumes compared to the previous reporting period.

According to retail statistics, at least one in ten visitors will definitely buy something. Therefore, the more visitors, the more buyers. How to increase sales in a retail store?

The most effective options

• Place all kinds of advertising materials on the so-called shopping path next to the outlet. To do this, it is necessary to determine where exactly the customer flow passes near the store. Promotional materials are designed to make people remember the existence of the outlet and visit it.

• Distribute advertising information of an informational and stimulating nature. Decide which channel will be most suitable for disseminating information about your store - glossy magazines, radio, television, directories, advertising on the Internet, leaflets in mailboxes, etc.

• The most advantageous option is considered to be the so-called cross-events. They are joint ventures with other companies promotions. the main objective is to attract as many clients as possible with the help of partner companies. An example is next event: a store that sells perfume and cosmetic products distributes discount coupons on the territory of a nearby office center. The people who come to the store are the partner’s attracted clients. Another option is an event aimed at sharing streams. Thus, in a clothing store, customers are provided with bonuses for jewelry, and in a jewelry store, the opposite is true. Such cross-promotions make it possible to increase sales in a retail store while spending a minimum amount of money on these purposes. At the same time, the most loyal audience is reached.

• Place advertising at the boundaries of the outlet's coverage. It is no secret that each store has its own reach of customers, that is, people who are ready to go or go there to purchase the necessary goods. For example, a grocery mini-market has a shopping area limited to a couple of residential buildings, since few people would dare to take a half-hour walk to buy matches or salt. If we consider a large store household appliances, then we can talk about the whole region. The “warmest” circle will be made up of customers living closest to a given retail outlet. The working coverage is average in terms of “warmth”, located a few stops from the store. This is where the bulk of potential buyers are concentrated. It is on the border of this circle that advertising of the outlet should be placed. This option will allow you to expand the coverage of territories step by step.

Increased number of purchases

Here, thoughtful work with the existing customer base comes first. This entire array can be divided into regulars, the bulk and the so-called ballast. Let's take a closer look at these types:

Regulars are active and extremely loyal customers. The share of such clients should ideally be from 20 to 40% of the total audience.

The bulk. These people visit the store from time to time; they are capable of “treason” if, for example, there is a sale at another outlet.

- “Ballast”. Clients located outside target audience shops, or visitors make up this layer.

If you are wondering how to increase sales in a retail store, you should work most closely with the second type of customer. Professionals know that it costs less to retain customers than to attract new customers. It's time to launch a loyalty program, which is a system of events aimed at encouraging and retaining customers. An important rule: 80% of profits come from 20% of buyers.

The loyalty program has several strategic goals:

Stimulation of regular customer requests;

Increasing the amount and frequency of purchases;

Building a client database;

Formation of a solid reputation of the company in the eyes of clients;

Attracting new customers.

The mechanisms of cumulative discounts and bonuses work very effectively.

Increasing point of sale conversion

How to increase sales in a retail store, taking this indicator into account? Firstly, we note that conversion refers to the ratio of those who purchased to those who visited. It is quite natural to strive to ensure 100% conversion. However, even 50% will be acceptable.

There are two most common reasons for low conversion. This is unsatisfactory merchandising and unproductive staff work.

Increasing the average amount per check

To increase this indicator, you can sell either an expensive product or more units of a cheap product. The second option is considered the simplest. What steps to take in this case?

Proper duplication of the most popular products at additional points, filling the checkout area with useful little things, and displaying them in sets will help achieve the goal. No less important Full time job with staff: trainings, seminars, lectures, etc.

Above was presented general information. Now let's look at how to apply the acquired knowledge in certain areas.

Simple tricks will help you understand how to increase your wholesale sales or succeed in retail. Strive to ensure that every step you take is aimed at improving the quality of services and creating a good image of the company.

Floristic business

How to increase flower sales? To do this, here are examples of some effective tricks:

• Building an upsell system. Did the client purchase a bouquet? Great! Ask him what kind of ribbon is best to wrap the flowers (at the same time, offer the most profitable option for you), what toy he will choose to go with the bouquet (“They usually take a teddy bear with these flowers...”), what kind of chocolate does the recipient prefer - black or white?

• Formation of a client base. Try to get contact information for each buyer. Hold lotteries. For example, every person who buys a bouquet before a certain date gets a chance to win ten thousand rubles towards the purchase of flowers.

• Incentives for sellers. An employee who sells bouquets for a large amount receives, for example, a certificate for spa services. By holding such competitions regularly, you will think less and less about how to increase the sale of flowers: your employees will do everything for you.

• Anticipating customer expectations. Presenting cute trinkets with purchases is very effective in this regard. Successful example one of the flower salons: on Valentine's Day, store employees released butterflies, which delighted all customers.

Second hand

In order to succeed in this business, it is very important to choose the right location for the outlet. To sell used items, it is not at all necessary to rent space in elite business centers. A place in a residential area or near a market is quite suitable.

How to increase second-hand sales by using an air freshener? In fact, this household chemical can help in the formation positive image companies. The fact is that all second-hand goods are disinfected with a special gas before being sent from Europe. Such chemicals have an extremely unpleasant odor. That's why a couple of cans of air freshener will come in handy. In addition, it is important to ensure natural ventilation of the room.