Control and monitoring of indicators is necessary not only large enterprises. If a small store 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 average check. 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 certain period, divided by the number of checks for the same period, will give the desired result. It is important to take into account changes in the purchase price and markup on the goods. 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 general 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 your customers.

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 most quick fix. 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. It is also possible to duplicate the display of small but popular goods in the center of the hall, in addition to placing it at the checkout.

4. Availability of gift certificates or discount cards. Close contact with corporate clients allows to increase in pre-holiday days and also 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. It may be necessary to introduce material incentives for employees when they sell a certain amount of expensive goods per month.

7. Inclusion in the assortment of inexpensive goods with a large margin. Offer cheap goods it is not difficult, it will not be difficult for sellers to sell it, they do not need to be additionally stimulated. Inexpensive goods will attract customers to the store who will buy large quantity cheaper 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 pleasant impression at 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 the increase in the number of purchases in the 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!

To calculate the average check, overall value the amount of purchases for the period divided by the number of checks issued for the same period. The higher the value obtained, the more value average check.

So how to increase the amount of the average check?

Method number 1. Additional sales

Practice shows that when buying the necessary product, people quite often agree with the proposal to purchase something else.

How it works?

As an example, consider the case where a customer purchased wall paint from you. Offer him to buy a quality brush or roller for painting. The secret here is that the accompanying product should not be more expensive than the main one.

Another method of upselling is to place attention-grabbing small items in the checkout area. This arrangement provokes the buyer to make impulsive purchases.

Method number 2. Anchor effect

Here we are talking about a markdown or discount on a product. AT this case the buyer tends to compare new price(at a discount) with the original cost indicated on the price tag. At the same time, he does not analyze the realism of these prices and their correspondence to the average market prices.

How it works?

For example, consider sales. Even with a significant overstatement of the initial cost of the goods, the buyer sees own benefit in the difference between the initial and discount price. As a rule, such a benefit provokes a visitor to make a purchase.

Method number 3. Bigger Pack Benefits

Frequent sales of goods of a larger volume can significantly increase the amount of the average bill.

How it works?

An example is the sale of coffee at McDonald's. If a client orders a latte, then the cashier's question: "small or large?", he is more likely to answer "large", although perhaps a small one would suit him just fine.

Method number 4. Bonuses

There are many ways to earn bonuses, but most of them are designed for the possibility for the buyer to receive some kind of add-on if he makes purchases for a certain amount.

How it works?

Suppose that the average check in the store is 850 rubles. You can offer customers to purchase goods up to 1000 rubles, and in this case, receive a gift from the store for free (for 1 kopeck). As a rule, this works flawlessly. At the same time, store employees need to be instructed which commodity items are participating in the promotion.

Method number 5. Wrong math

This implies the holding of promotions "1 + 1 = 3", "2 + 1 = 4" or the sale of different products in sets, in which each constituent element costs much more on its own.

How it works?

You can offer a ready-made set to clients in a perfumery store, consisting, for example, of eau de parfum, body milk and soap of the same brand. At the same time, the price of such a set will be 20% less than in the case of buying each of the products separately.

Method number 6. Delivery is free

This method is often used when trading over the Internet.

How it works?

Let's say that the value of the average check in your online store is 2000 rubles, and the delivery of the purchase is 200 rubles. The limit amount is set, for example, 3000 rubles. A purchase for an amount exceeding this limit automatically guarantees the customer free shipping.

Method number 7. Proper display of goods

Proper placement of goods on the shelves of the store helps to increase the amount of the average check. Often they use such a technique as the location of a number of goods that belong to different product groups.

How it works?

As an example, consider a monobrand store women's clothing. It would be correct to place nearby goods that complement each other (clothes, shoes, accessories).

Method number 8. Offer a cheaper product

It often happens that a client hesitates for a long time before buying an expensive product. Try to offer him an analogue at a lower price and some other related product with a significant margin, explaining that he gets the opportunity to purchase two necessary things for this money at once. This method not only increases the amount of the average check, but also significantly increases the loyalty of visitors to the object of trade.

How it works?

For example, if the buyer doubts the advisability of buying an electric kettle of a well-known brand, then you can offer him to buy an analogue with the same functions and design for a lower price, and in addition to it, a thermo mug.

Method number 9. Discounts, promotions, sales

Holding promotions for the holidays, as well as seasonal sales, can significantly increase the amount of the average check in your trading facility.

How it works?

Many chain stores have special stands where discounted goods are located. If a visitor sees ads “everything at 450” or “only today 50% off”, he will consider it expedient for himself to take advantage of the situation and buy several things at once.

In conclusion, I would like to note that it is worth trying different methods increase the amount of the average check, select suitable options specific to your direction and occasionally change them. All your efforts will help not only increase the level of sales, but also increase the loyalty of visitors to your establishment, which is guaranteed to make many of them your regular customers.

17.12.2014 26320

Who is to blame and what to do? Today, retailers are looking for answers to these questions. Sales are falling for all market players without exception, but some will survive the crisis, while others will be forced to retire. How not to become an outsider - Shoes Report experts know.

1. Motivate employees. You can't increase the average check if your employees are not interested in personal profit from each sale. In the retail business, it is commonly believed that collective motivation works better than individual motivation. But in fact, a certain mix works when 20% is collective motivation, and 80% is individual. That is, each employee should be interested in both personal result, as well as in total volume sales shift or retail point. Ekaterina Ukolova gives the following example: “In one company, managers were given a general bonus, and they divided it equally at the end of the month. As a result, the best manager, who sold the best, was greatly demotivated, as he sold the most, but received exactly as much as the rest. That is why it is very important to strike a balance. The best motivator is, of course, the ruble. But it is worth noting here that simple system paying a percentage of sales is not the best solution. According to market experts, it is important to consider competitions for sellers. For example, use the cash-online method, cash payments for the fulfillment of certain conditions of the competition. For example: “If you sell 5 pairs of shoes today, you will receive so much cash at the end of the day,” or “If you do such and such a result two days in a row, you will receive a cash bonus of 2000 rubles each.”

It is important that the conditions of competitions are constantly changing: sellers must be in good shape. Hold a competition for the largest check, then for the number of units in the check, and then for the conversion. Thus, the result will gradually grow for each indicator.

2. Train your staff to sell. In retail, insufficient attention is paid to the training of salespeople. According to market experts, if you have more than two stores, it makes sense to think about staff training and develop methods for training and developing salespeople through supervising and shift supervisors. “Once you set up a system in which the manager deals with the staff every day, and you control it through checklists, you can build sales in the store more clearly. With this approach, you can count on a 30-50% increase in sales in a month,” says Ekaterina Ukolova.

It is important to provide the seller with everything necessary tools for effective work A: A check strategy requires higher sales skills. There are three options for staff development: field support, mentoring and coaching. Mentoring is used for new employees: in this case, a more experienced manager needs to demonstrate the option successful sale and allow the ward to repeat it on their own. The second option is field support: the manager observes the work of the seller from the outside, corrects it and arranges a “debriefing”. The third option is coaching. You “train” salespeople through questions: “What could have been done differently?”, “How could the check have been raised?” and etc.

3. Carry out the action "Goods to zero", or to conditional zero. You lure the buyer with a real attractive offer, for which the margin is minimal or non-existent. Surely you have seen the ad “10 roses for 149 rubles” more than once. That is, one flower costs only 14.90. Of course, the quality of such a bouquet will be very average - small buds, short legs ... But it is important that the client does not pass by such a promotion. And when the buyer is already in your store, offer him a similar product, but a little best quality and at a higher price. If the service in your store is impeccable, and the staff is highly qualified, then the visitor will most likely not leave without a purchase. Similar "schemes" work in any retail. “For Victoria's Secret accessories stores, we have compiled a list of products that are easily interchangeable or connect with each other. And they forced sellers to take tests for knowledge of products and their compatibility in one purchase, - comments Ekaterina Ukolova. - It helped in short time increase the average check. Another similar method of stimulating sales growth is the Magnet from Above. Let's say a pair of shoes in your store costs an average of 4500-4700 rubles. You are announcing the promotion “When buying for 3000 rubles - a massage as a gift!”. The difference is insignificant, but the gift is significant. Clients easily accept such rules of the game.

4. Replace a popular product with a product with a higher margin. If you have a product that is in constant demand, you can replace it with an identical one, but with a higher margin. The price of the goods remains unchanged: you earn not on the check, but on the margin.

5. Get the store to sell for you. List items by favorable price or sold on a promotion in the area of ​​\u200b\u200bthe store that the buyer sees when leaving your retail outlet. In this case, the store itself sells, without the participation of staff. If the seller lacked the skills to sell, this is the last chance to hook the buyer - put something incredibly attractive in this area!

6. Set up loyalty programs. Perhaps we will repeat ourselves, but today loyalty programs should work without interruptions and overlaps. Everything should be automated and improved. They will help you sell not the most profitable product. Offer to receive it as a gift for the accumulated points. For example, inexpensive faux suede ankle boots are not in demand this season. Play them among loyal customers: After earning a certain number of points for their purchases, they will be able to get them for free. Ekaterina Ukolova claims that such simple tricks not only increase the turnover by 20-30%, but also tie the client to the store for a long time.

7. Promise to donate a portion of the amount. This sales scheme helped the founder shoe company TOMS earn millions. The young entrepreneur built the company and all the marketing on the fact that he announced to the whole world: "For every pair of shoes bought from me, I send another one to needy children in Argentina."

All the leading publications of the world wrote about him, dozens of public speaking and numerous interviews attracted millions of customers to his store.

8. Offer a more expensive product. It's also a pretty simple trick. If your buyer agreed to buy something, then most likely you will be able to sell him something from the same series, but a little more expensive. Surely you have been to fast food outlets where the seller, when ordering a cup of coffee, will always ask: “Big coffee?” Gap for a split second or nod mechanically, as most shoppers do, and you've got a large glass of coffee or an XL potato on your tray. In such a simple way, the seller will raise the amount of one particular sale (your!) by 30-50%.

Here it is important to teach sellers such techniques and explain the scheme of work (questions, answers, correct reactions to the buyer's refusal). It's important to get at least three "no's" before giving up.

9. Place hints on price tags. Don't be afraid to experiment. Write a memo and place it next to the product: “Don’t forget to pair these winter boots with unique insoles that retain heat 10 times more efficiently”, “Thin nylon tights from a leading Italian manufacturer are perfect for these classic pumps. They visually slim the silhouette”… Voice the details of any promotion, for example, “Come back to us next time and get…”.

10. Be mindful of impulse buying. Place in the checkout area products that sell themselves: everything that is in mass demand. Even in a shoe store, you can place at the checkout not only a stand with related products, but also, say, with small toys for children.

11. Attract interesting customers to the store. Develop various affiliate programs with those who are nearby (beauty salon, makeup studio, etc.).

12. Host events for loyal customers. Once a month, hold an event "for your own", where you will present the collection to regular customers and provide a unique "only for them and only today" discount on certain groups goods. It is better to arrange such days of maximum sales at the beginning of the month, since in our country in most companies the salary is paid from the 1st to the 10th.

In marketing, there is such a thing as the PDCA management cycle: Plan - Do - Check - Act (Planning - Implementation - Control - Adjustment). Often, managers plan, but do not execute their plans, implement ideas, but do not check the results, control, but do not draw the appropriate conclusions and do not adjust the sales process based on them. It is very important to understand that in the process of selling a product, all stages of the management cycle are important. And this is everyday work. If your goal is to increase the conversion of the store or increase the receipt, you should try different instruments until you reach what you want. “I often hear from entrepreneurs: “I want to earn a million dollars a year,” and when it doesn’t work out, they say to themselves: “That’s it, I won’t set goals for myself, because they don’t come true anyway.” But it does not come true just because the process is not debugged,” Ekaterina Ukolova sums up.

Who is to blame and what to do? Today, retailers are looking for answers to these questions. Sales are falling for all market players without exception, but some will survive the crisis, while others will be forced to ...

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:

1. 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 must 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.
2. 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.
3. 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, it is enough to go to any large store. Let's describe the main ways to increase the number of goods in the check:

1. 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.
2. 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.
3. 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.
4. 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 are going to it, go through the entire store and be interested in whatever it is.
5. 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 a washing machine - powder, etc.)
6. sale of accessories. Sellers, as a rule, sell goods where consultation is required, and you can always sell many useful accessories for it.
7. 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.
8. 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 sales 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.

Both successful and failing businesses require careful analytics and calculations of key indicators. You need to know why things are going one way or another, what change can lead to certain moments what to expect in the future or what needs to be done to get the desired results. One of the parameters that you need to consider in order to get reasonable answers to all these questions is the average check. This is a simple parameter, but it is also extremely important, because it can be used in many other calculations and food for thought in many aspects of the company's operation.

What is an average check

The average bill is the amount that equals the total volume of purchases made for a certain period of time, divided by total shopping during this time. Thus, this is not just all the purchases and orders made, but an average indicator - between all the orders that each customer made during one visit to the store or, for example, contacting the company for ordering services. Why is the calculation of the average check so important? Because he talks about a lot. If you evaluate the dynamics of changes in the average check, you will be able to draw conclusions about how they worked various changes that were carried out earlier: assortment policy, pricing policy, advertising, marketing activities, merchandising - all this can be reflected in the size of the average check. In addition, the average check can be considered in the context of each individual employee in order to determine its effectiveness or find out whether it made sense to conduct training events, etc.

Eventually, calculation formula average check looks like this:

Average check = revenue / number of checks

Analysis of the average check indicator

A simple calculation of the average check does not say anything. The received figures need to be analyzed and done periodically. Tracking the dynamics of the average check allows you to find out the following: quantities, also necessary for analytics of many aspects of the business:

• the value of the average check;
• average number of checks for a period of time;
• check amount interval.

Every marketer should operate with these indicators, because they indicate general position company or store. The period for which you need to analyze the average checks is determined based on how intensively you have or. It can be a month, a week, or even a day if you make purchases very often. The main thing is that one-time calculations do not give anything - you need to observe the processes in dynamics. Scheme or analysis algorithm average checks might look like this:

• collection of data from all received checks;
• calculation of the above values ​​and assessment of their dynamics;
• carrying out activities based on the findings;
• reanalysis;
• at positive dynamics- work to consolidate the result;
• with negative dynamics - the search for new solutions.

And when you repeat these steps regularly, you can draw conclusions about various aspects work of your company:

The intensity of the work of cashiers and cashiers. This is true for retail stores. You will know better what time you have the greatest influx of buyers, which day of the week is the busiest and least busy. Knowing every minute when you have a flow of customers, you can optimize the work of cash desks.

Average check amount. A basic parameter that will tell you a lot about who your buyer is, how much he is willing to spend, whether it will be easy for you to enter a more solvent segment.

The work of sellers and the structure of retail space. This may be evidenced by the number of product items in the check: if the goods in the check are monotonous, or some are found much more often than others, this is a possible sign that the goods are not displayed in the store. in the best way, or sellers do not deal well with . To increase the list of goods in the check, you can revise both the assortment policy and prices, and conduct staff development courses so that related products are sold more often in the store. But, of course, you need to take into account the specifics of the goods in the check: if it was committed, then there is nothing to worry about that it is the only one in the check.

Customer loyalty. Knowing average value check, you can determine from what value it is worth introducing discounts, bonuses or other events that will be designed to increase customer loyalty so that they make purchases from you more often.

Payment form. Sometimes an analysis of how customers pay can give interesting results: statistics on cash and non-cash payments are different. For those who pay by card, the average check is usually higher.

Seasonality. Highly important indicator. Knowing at what time of the year, month, week, day, on the eve of which holidays, you have more sales, the amount of the average check is higher, you can develop marketing activities to stimulate demand on the hottest days. Or vice versa, to increase demand in not the most favorable periods.

Do not miss: