The acquisition of goods is a process that obeys certain psychological stereotypes of customers. Some things are bought spontaneously (a sudden inner impulse plays a dominant role here), and some - 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 store managers. Unfortunately, a miracle cure has not yet been invented that allows you to quickly and efficiently raise revenue to heaven. There are many challenges to overcome on the path to prosperity. And it's up to you to decide if you can do it.

Real steps

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

Ensuring a stable flow of customers and frequency of purchases.

An increase in the average check, that is, the sale of goods for a large amount.

Which path is best to follow? How to increase sales in the most efficient way? To answer these questions, consider each method separately.

Increase in the number of buyers

To make as few mistakes as possible by 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 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 promotional materials on the so-called shopping trail next to the outlet. To do this, it is necessary to determine exactly where the customer flow passes near the store. Advertising materials are designed to make people remember the existence of the outlet and visit it.

• Distribute promotional information of an information-stimulating nature. Decide which channel will be most suitable for disseminating information about your store - glossy magazines, radio, television, directories, Internet advertising, mailbox flyers, etc.

• The most advantageous option is the so-called cross-events. They are joint promotions with other firms. the main objective is to attract as many customers as possible with the help of partner companies. As an example, the following event can be cited: a store selling perfumes and cosmetics distributes discount coupons on the territory of a nearby office center. The people who come to the store are the attracted customers of the partner. Another option is an event aimed at the exchange of flows. So, on the territory of a clothing store, customers are provided with bonuses for jewelry, and in a jewelry store - vice versa. Such cross-promotions allow you to increase sales in a retail store, spending a minimum amount of money for this purpose. This covers the most loyal audience.

• Place ads at the boundaries of the outlet 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 decide on a half-hour walk for matches or salt. If we consider a large household appliances store, then here we can talk about the whole area. The “warmest” circle will be made up of buyers living closest to this outlet. The working coverage is average in "warmth" group, located a few stops from the store. This is where the bulk of potential buyers are concentrated. On the border of this particular circle, you should place an advertisement for a retail outlet. This option will allow step by step to expand the coverage of territories.

Increase in the number of purchases

Here in the first place is thoughtful work with the existing customer base. This entire array can be divided into regulars, the main mass and the so-called ballast. Let's consider these types in more detail:

Regulars are active and most 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, a sale is held at another outlet.

- Ballast. Customers who are outside the target audience of the store, 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 takes less money 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 pattern: 80% of profits are provided by 20% of buyers.

The loyalty program has several strategic goals:

Stimulation of constant appeals of buyers;

Increasing the amount and frequency of purchases;

Building a client database;

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

Attracting new customers.

The mechanisms of cumulative discounts and bonuses work very effectively.

Increasing the conversion of the outlet

How to increase sales in a retail store, taking into account this indicator? First, we note that conversion refers to the ratio of buyers to visitors. 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 work of the staff.

Increasing the average amount in a 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?

In achieving the goal, competent duplication of the most popular goods at additional points, filling the checkout area with useful little things, and laying out sets will help. Equally important is the constant work with the staff: trainings, seminars, lectures, etc.

Above is 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 wholesale sales or succeed in retail. Strive to ensure that every step you take is aimed at improving the quality of services and forming a good image of the company.

Florist business

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

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

• Formation of the client base. Try to get the contact details of each buyer. Run lotteries. For example, each person who bought a bouquet before a certain date gets a chance to win ten thousand rubles on account of buying flowers.

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

• Anticipating customer expectations. Very effective in this regard is the presentation of cute trinkets with purchases made. A successful example of one of the flower shops: on Valentine's Day, store employees launched 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 necessary to rent space in elite business centers. A place in a residential area or near the market is quite suitable.

How to increase second-hand sales using an air freshener? In fact, this means of household chemicals can help in the formation of a positive image of the company. 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 spray cans of air freshener will come in handy. In addition, it is important to provide natural ventilation of the room.

Russian market stationery is growing at a rapid pace, which is associated with the opening of new companies, and, accordingly, new offices. In addition, the number of so-called home offices is growing, so the demand for stationery is not slowing down. Approximate annual growth in consumption of stationery - 15%.

Compared with Western countries demand for stationery remains low. The range of stationery, which is in great demand with us, is approximately 1-3 thousand items. Western companies, on average, have an assortment of 5-7 thousand items, and large distributors of stationery offer their customers, along with an accompanying assortment, up to 15 thousand items.

In the structure of imports, a large share is occupied by products from the countries of Southeast Asia; in some product groups, the share of Asian products reaches 30-60%. However, the market leaders are European brands. Their strengths: low price, wide range and frequent change of model range.

The main trend in the stationery market is the growth of Russian production, import substitution of groups of goods with the maximum turnover (folders of all kinds, writing accessories, trays, proofreading). The quality of Russian stationery is not inferior to imported, and the prices are lower.

There is an obvious trend in the market for an increase in demand for value-added products - the consumer is ready to pay more for a high-quality and functional product that has modern design and also for innovations.

Most of the stationery market is occupied by the office supplies segment. The main types of office supplies include: A4 and A3 paper (white and color); writing accessories; file folders; products made of soft plastic (various folders, corner folders, file folders); hard plastic products (trays, vertical storage), glue and proofreading. The structure of the office goods market is shown in Figure 1.

Figure 1 - The Russian market of office supplies

The annual capacity of the national office goods market as a whole today is 2–2.4 billion dollars. At the same time, the share of stationery, including office paper, is 1.5–1.8 billion dollars. The growth of the stationery industry is due to an increase in supplies of stationery for the office. The share of sales of Russian paper, which is cheaper and is gradually replacing imported paper, has grown significantly.

As a result of the analysis of the situation on the market, it is obvious that along with the general growth of the economy, the growth in the consumption of stationery and office paper will also grow in proportion to the overall growth. According to market experts, the Russians will increase their purchases of stationery over the next five years by about 20% annually. The growth of the market volume will be ensured, first of all, due to the increase in the consumption of office goods and cut paper.

For the average buyer of stationery, the priority criterion when choosing a store or company is a wide range, however, keeping everything that exists on the office goods market on the counter or warehouse of a stationery company is not only impossible, but also extremely thoughtless.

Therefore, the chosen topic thesis“The development of measures to increase sales and expand the range of Metr-L LLC is relevant, since the stationery market is expected to grow significantly in the coming years.

The consumer, including the corporate one, now perceives stationery as an integral part of its consumer basket, although the level of their consumption is far behind the level of consumption of other product groups, there is potential for the development of this market.

The aim of the work is to develop measures to increase sales and expand the range. In accordance with the goal, it is necessary to solve the following tasks:

Consider the theoretical aspects of marketing in trading activities;

Determine the principles of assortment management;

Give the organizational and economic characteristics of the enterprise;

Conduct an analysis of the company's turnover, labor resources, distribution costs and financial results in trade;

Conduct an analysis financial condition trading organization.

Conduct an analysis of industrial hazards in the organization;

Develop measures aimed at increasing sales and expanding the range of LLC "Matr‑L";

Consider the software and hardware used in the enterprise and the improvement of information processing technologies;

Make an economic justification for the feasibility and effectiveness of the proposed measures to increase sales and expand the range of stationery.

The theoretical basis is the normative documents, works and publications in the periodical press of the following authors: Abryutina M.S., Artemenko V.G., Bellendir M.V., Babaeva Yu.A., Berdnikova T.B., Vasilyeva L.S., Petrovskaya M.V., Voitolovsky N.V., Gilyarovskaya L.T., Lysenko D.V., Dontsova L.V. Nikiforova N.A. Efimova O.V., Melnik M.V., Ionova A.F., Selezneva N.N., Kravchenko L.I., Markaryan E.A., Gerasimenko G.P., Ronova G.N., Savitskaya G. .V., and others.

1. Theoretical part

1.1 Marketing in trading activities : purchase and sale

The introduction of marketing into trading activities is extremely important, since trade marketing is an important part of the overall concept of marketing and actively influences the sphere of production. The industry, through a network of intermediary structures, receives timely information about the demand of buyers for a particular product. In some cases, taking into account consumer demand makes it possible to reorient production to the production of new goods based on an economic assessment of the cost of goods and their impact on the existing assortment.

Marketing research, helping to carry out a targeted assortment policy, thereby contributes to profit growth and commercial risk reduction. A comprehensive study of consumer demand orients manufacturers (suppliers of goods) to the timely renewal of the range and quality of products.

Carrying out marketing research in trade structures, as well as in any area of ​​their application, involves the use of publicly available methods of system analysis, program-targeted, economic and statistical approaches, methods of probability theory and mathematical programming.

Research can be done on your own and with the involvement of specialized organizations and involve a targeted search for reliable information. In the near future, commercial transactions with will be carried out with the involvement of Internet marketing, which will open up wide opportunities for the sale of goods not only in our country, but throughout the world.

At the same time, the process of carrying out various commercial transactions will be significantly accelerated. The use of modern information trading and intermediary organizations is the basis for increasing the efficiency of their commercial activities.

1.1.1 Purchasing marketing

The implementation of the procurement and sale of material resources in the conditions of market relations is unthinkable without the use of marketing elements both at the enterprise itself and in the market for the purchase and sale of goods. Consider the main areas of marketing research in the procurement and marketing activities of intermediary organizations.

The main goal of purchasing marketing is to identify the necessary goods in the right quantity, of the appropriate quality, in right time to meet consumer demand. Approximate scheme distribution is shown in Figure 2.

Figure 2 - Scheme of goods distribution with the participation of a trade and intermediary organization

With such a supply chain, the information flow follows in the opposite direction - from the consumer to the supplier in order to satisfy consumer demand for types of products, quantity, quality, arrival time, prices for materials and other characteristics of materials.

As already mentioned, the organization of the purchase of material resources from industrial enterprises with a view to their subsequent sale to consumers is one of the main functions of wholesale intermediary organizations. At the same time, when purchasing material resources, intermediary structures influence suppliers in order to improve product quality, expand its range and subsequently satisfy consumer demand.

The implementation of procurement activities includes a set of operations to identify sources of procurement of materials, study consumer demand, the formation and provision of orders to suppliers for production, and subsequently the supply of necessary goods. The decision to purchase material resources is made taking into account the price, quantity, quality and level of customer service.

After determining the need for material resources, suppliers are determined who can supply the necessary products. When choosing suppliers, the prices for the products supplied, the delivery time and the quality of the goods must be agreed upon. An important criterion is the reliability of the supplier, which reduces the risk of untimely deliveries.

The implementation of procurement marketing can be represented by the stages:

Definition of consumers;

Analysis of procurement sources;

Procurement market research;

Selection of material suppliers;

Using a procurement marketing tool;

Negotiations on the terms of delivery;

Placement of orders;

Control over the receipt of goods;

In the 21st century, the profession of a sales consultant remains one of the most sought after in the labor market. Sales people or sales managers are always needed, and good sales people are worth their weight in gold. For such personnel, there is very high competition and having mastered the technique of sales, you will definitely not be left without a job. But getting a job as a seller is not difficult, but learning a lot, selling and, accordingly, earning a lot is much more difficult. Let's take a look: how to increase personal sales to a salesperson.

Knowledge, skill, skill

To increase personal sales to the seller you need to understand that in any case you must be able to sell. In order to be able to, you need to know, and over time, skills will develop into a skill and sales will go by themselves. On the one hand, there is nothing complicated here, but if you look at it, then this is a whole science. Here you have the stages of sales, and, and and. You can sell, etc. What should a competent seller know?

1. . You should start studying sales with the 5 stages of selling. This is the basis of any sales and you cannot do without this knowledge.
2. Knowledge of the product you are going to sell. The better you know about the product, the more competent advice you can give to the buyer.
3. Knowledge of competitors and customers. No wonder now all companies invest a lot of money in market research. It is your duty to know the competitor and even more so the buyer.
4. Non-verbal communication is a very powerful tool, you should at least understand the basics of non-verbal communication in order to avoid the classic mistakes of salespeople.

Most large companies are held, but what if no one trains you or gives you not enough knowledge? For starters, I would advise you to read books for sellers, you can find a lot of useful information in them. To get started, read - "" and the book. In addition, you can find out a lot of useful information on our website - you can also ask your questions at.

Motivation and sales funnel

Any leader knows. But ordinary sellers, as a rule, do not delve into such terms. But the sales funnel is the best way to understand what to do to increase the result in sales. Speaking without going deep, the sales funnel shows at what stages of interaction with the client we lose sales. To make a sales funnel, an ordinary seller needs to calculate how many contacts he had with customers, how many of them refused to communicate immediately, how many after the presentation of the product, how many decided to think, how many agreed to purchase. This is a simple example because these items will vary depending on the type of sale. First of all, it is important for you to understand:

1. At what stages do the most customers refuse? For example, if, when establishing contact with a buyer, it means that you need to somehow change this stage, etc.
2. Understand how the result will change if you increase the number of contacts.

Increasing the number of customers is the easiest way to increase sales, minus it is not available to all sellers. But as a rule, sellers do not even think that if you spend less time on each client and try to serve as many buyers as possible, this will quickly lead to an increase in sales. Or you can just spend more time working. One way or another, it all depends on the motivation of the seller, as a rule, the most active managers sell a lot.

Self-motivated sellers

The seller, if he wants to increase his results, must work on his personal motivation. You must set a goal for yourself, such as buying a car or an apartment. Calculate how much money you need for this and how much you need to sell daily. Draw yourself a poster, print yourself a photo of your goal - visualize and review before you go to sell. This will help you be more focused on the result rather than the process.

Seller - sells himself from the beginning!

The seller first sells himself, then the company, and then the product. This phrase is taken from, but nevertheless it is suitable for sales to individuals the same. You need to understand that people do not like being sold to, but they love to buy, and the role of the seller here is not to impose and not sell the goods, but to establish a trusting contact and charge the client with positive emotions. The seller must be an adviser to the buyer, a friend and partner in common cause. For many buyers, visiting a store or communicating with a seller is a certain stress, the client is afraid of being deceived and wasting money and time for nothing. The seller must create an atmosphere of ease and trust, only then the client will truly open up to you and you will be able to sell anything.

It is very important for the seller to be in good location spirit and be customer focused. There are a number of simple rules that you need to follow for a good mood:

• Get enough sleep. Always get as much sleep as you need to feel good.
• Deal with personal issues. Very often I meet sellers who are focused on personal problems. This greatly distracts from work and buyers feel it.
• Don't work with a hangover.
• Watch your hygiene and be neat.

Pareto Principle

The Pareto principle (often called or the 80/20 rule) states:

• 80% of the profit comes from 20% of the customers.
• 20% of labor brings 80% of profit

This means that the main profit you bring is not significant labor costs. And most of the time and effort is spent on minor activities that do not bring you the expected income. The main thing is to understand what is included in these 20% of efforts, clients, time and work on improving the processes associated with these costs. Since the remaining 80% do not give significant result. Here are some real life examples:

Example #1

In a household appliance store, each salesperson, in addition to sales, is responsible for putting things in order in the department. Sellers with the best results spend less time cleaning up, do it faster and in the morning when there are few buyers, while they are customer-oriented and immediately go to him when a buyer appears. In addition, more successful sellers try to take days off on weekdays, since there are fewer customers on these days, to dine in the morning, not to have smoke breaks in the evening. Salespeople with poorer results get immersed in the process, take longer to clean up, and lose sales as a result. That is, more successful sellers understand that you need to concentrate on customers who bring money, and everything else can wait.

Example #2

Active sales agents sell the services of an Internet provider using the door-to-door approach. Bypass is carried out in the evening. The most successful managers put in the most effort from 19.00 to 22.00 because at this time people are more at home and they are more willing to communicate. Whereas less successful agents at this time can spend a lot of time on smoke breaks or communicating with the client, and who are not going to buy today.

These examples show that it is important to focus your efforts on those things that bring you the maximum profit. This is exactly what successful sales people do.

Analyze your sales

Sellers have a very bad habit: to justify their poor results by blaming the buyer, seasonality, competitors, etc. The vast majority of people feel sorry for themselves and do not want to change something in themselves, looking for problems in others. It is important to decide what you want: to remove responsibility from yourself or to earn money. If the latter, then when faced with difficulties, you need to look for a solution, and not blame the injustice of the world. There is a good story among sellers about this:

One shoe company sent their salesman to Africa, a week later the salesman sent a telegram: get me out of here, there is nothing to do here, all people go barefoot.

After a while, another merchant was sent there, after a while he reported: “This is a great success! - the second wrote enthusiastically, - Send everything you have, the market is practically unlimited! Here everyone walks barefoot!

There is one more good proverb The weak seek reason, the strong seek opportunity. It is much easier to justify your failures than to analyze the situation and look for ways to sell more.

A good seller always analyzes his work and looks for areas of growth. Any seller always has something to improve, but not everyone can see what exactly. In order to understand, you need to start daily and if something goes wrong, look for ways to do it differently.

04May

Hello! In this article, we will talk about ways to increase retail sales.

Today you will learn:

• What are the characteristics of retail;
• What are the ways to increase sales in a retail store;
• : step-by-step instruction.

Retail Features

Retail sales - sale of goods by the piece to the final consumer for his personal use. This short definition characterizes retail as well as possible.

Retailers sell goods to the most ordinary consumers, individuals who use it for their own needs. To understand what kind of product the end consumer market needs at the moment, it is necessary to carry out a complete analysis.

However, it should be noted that retail covers almost all areas of business: from consulting services And Food Industry to mechanical engineering and construction.

Retail trade requires less capital investment compared to wholesale. This makes entering the market accessible to almost everyone. However, not everyone should jump into retail because of its affordability.

First you need to familiarize yourself with the features of this type of trade in order to understand whether it is right for your company:

1. If you manufacture or purchase goods in large quantities, and you do not have several hundred square meters or a developed distribution system in several geographic regions, then retail is not for you. The end consumer market will not be able to accommodate a very large volume of products. There are exceptions: for example, branded goods. They are bought on the first day they enter the market. Remember the queue on Red Square for brand new apple smartphones. However, this is the exception, not the rule. If your product is not yet very popular, then your offer should match the demand.
2. If you are not ready to spend your money on, then retail is not for you. Important role emotions play in the retail market, they influence the decision to buy. Brilliant advertising campaign. In addition, retail is characterized by a large number of consumers who buy goods in small batches. And this means that in order to ensure sufficient sales, the company needs to notify a large number of consumers about the product. This can be done through marketing communications. We will definitely talk about them.
3. If you are not sure about the "hardness" of your final price, then retail is not for you. Demand in the end-user market is quite elastic. There are exceptions - these are essential products, such as bread, matches or salt.
4. There is a need for permanent marketing research. Otherwise, you will miss the moment when your company's sales began to decline and will not have time to eliminate the negative factors that we will talk about now.

Why sales are declining

There are many factors that can have a negative impact on sales. And sometimes it can be circumstances that we have no control over. These include economic, political, technological, socio-cultural, legal and environmental factors of the external environment.

To determine the strength of the influence of these factors on your business, you need to conduct a PESTEL analysis. In the event that the strength of the influence of these parameters on the market is too great, then it is better not to take risks and refuse to exit. This will save you from financial losses.

But there are negative factors in the occurrence of which the company itself is to blame. We can influence these parameters, so it will be useful to consider each of them in more detail.

Bad store location.

This is the most common mistake new entrepreneurs make. Before or stall, do a little research. Find out where yours is, in what cases your product is purchased. If you answer these two questions, you can save a lot on marketing.

Example. We want an economy format. Our target audience is female students and working women aged 18 to 35. It is not practical to open a salon near the university, as we will cover only female students. It is also unprofitable to choose a sleeping area for opening, since we will cover only one geographical region. But to open a retail outlet near a shopping center near the university and not far from sleeping area would be a good solution. It will be visited by both of your segments.

Decor.

We opened and decorated the window. But clients do not come to us. What is the reason? Walk up to your point of sale and look at it through the eyes of a consumer. Perhaps it looks unattractive or does not represent your product, and consumers simply do not understand why they should go to you.

When registering an outlet, follow the following rules:

• The showcase should reflect your product, be associated with it;
• Give examples of prices. This attracts consumers, especially if these prices are low. But do not deceive, they must correspond to reality;
• Duplicate information about your promotions on the showcase;
• Use hot topics for decoration.

Range.

There can be many options here, let's look at each:

• Insufficient assortment width. Your clients don't come back to you after the first visit. This is one of the signs of this problem. Compare your range with your closest competitors, ask consumers what your outlet is missing. This will allow you to eliminate the problem and attract visitors;
• Too wide range. In this case, the consumer simply cannot choose one product and leaves without buying. One of the marketing agencies conducted an interesting study. First, the client was asked to choose one of three jars of jam of different flavors. The consumer made his choice. The same customer was then asked to choose from 24 different jars of jam. In the second case, the consumer either chose the taste that he chose the first time, or left without buying. The researchers concluded that an assortment containing more than eight items negatively affects sales volumes;
• The assortment does not match the location of the outlet. For example, our nail salon is located next door to the bridal salon. A good solution to increase sales would be to include a wedding manicure in the assortment.

Low quality of service.

The modern consumer is very demanding. He wants to enjoy the process of making a purchase. The boorish behavior of the staff will not save even the highest quality product. , conduct trainings, . A good retail salesperson is 90% successful.

Ways to increase sales in a retail store

In fact, there are only two ways to increase sales - increasing the consumption of products by existing consumers or.

Attraction of new clients

This method can be implemented by poaching customers from competitors or by entering new segments.

In both cases, you will have to turn to marketing tricks. Tools for implementing each of these methods are given in the table. Some methods are generic.

Increasing sales with existing customers

It also has two options for implementation: increase in consumption and increase in sales conversion.

Increasing sales conversion.

Sales Conversion - the ratio of the number of visitors to the store to the number of buyers.

From the definition, we can conclude that the conversion is mainly influenced by the parameters of the outlet itself. Therefore, we will work with them.

• We improve the quality of service. A good seller will be able to sell any product. The bad one will not sell and the best one. There is such a thing as intra-company marketing, which is determined by the company's attitude towards its staff. How better conditions labor, the more sales you get. Also, don't forget about training and motivation;
• Merchandising. has a direct impact on the sales of your products. There is a rule in marketing outstretched hand. According to this rule, the client in 80% of cases takes the goods to which he can reach without special efforts. If your product is above or below this zone, then sales will be low;
• Promotions, sales, bonuses. This method will allow you to increase the conversion, but only for the duration of the incentive events.

Increase in consumption.

In this case, all our actions will be aimed at increasing the average check.

You can do this in the following ways:

• Price increase. By increasing the price of your products, you will increase the average purchase amount, but may decrease the conversion rate. So you won't get an increase in sales. To prevent this from happening, remember a simple rule: any price change must be justified. The client must understand that you raised the price for a reason, but because your packaging has changed to a more convenient one (in fact, the price and packaging may not be related to each other).
• Additional services or goods. After your consumer has chosen the main product, offer to complement it with a service or another product. For example, you sold a necklace, offer the buyer a gift box. This add-on will not be a significant expense for the client, but in total will bring you a good additional sales volume in monetary terms.
• Loyalty program. Map regular customer will not increase the average check, but will lead to an increase in the number of purchases by the consumer in your store. There are several types of discount cards: bonus, accumulative, privileged. Each of them has its own tasks, but their common goal is to increase sales.

How does the loyalty program work? For example, we own a grocery store and we have a loyalty card, which is provided free of charge when buying from 1000 rubles. There is another grocery store opposite us, but it does not have its own loyalty program. Customers who have a card of our store will come to us to receive a discount, bonuses or gifts (depending on the type of card). Thus, we "tie" consumers with a card, forcing them to buy only from us, increasing sales.

Step by step guide to increase sales

Each business is unique, but there is a certain sequence of steps that will increase sales for both a furniture store and a consulting company.

Step 1 . We define the specifics of our outlet.

There are a huge number of different forms of retail stores.

They can differ in the following parameters:

• Form of service: self-service, Internet trading, catalog sales, self-service machines and stalls, traditional service, pre-order;
• According to the form of organization: a single outlet, a network, small retail trade, mobile trade;
• By type of goods: food and non-food.

The shape of the store determines the range of problems that can affect the decline in sales. For example, in a clothing retail store, the main reason for the decline in sales may be the low qualification of contact staff, and this is unlikely to be the reason.

Step 2. We are looking for weaknesses.

Main weak side retail stores are:

• Small volumes of a one-time purchase by one client;
• Too high price. Big margin is good. But do not go too far, otherwise you will lose customers;
• Too wide target audience. You want to sell everything to everyone, but it is very difficult to do so. A much more effective solution would be to focus on one segment.

Separately, I would like to highlight the problems of online trading:

• Inconvenient location of active buttons. These include the button "buy", "pay", "place an order" and others. If the client has to look for such a button for a long time, then he will simply leave without buying;
• The site is not adapted for mobile devices. According to statistics, about 40% of sales are made from mobile devices, so displaying a site from a phone should be as convenient, understandable and informative as from a computer;
• Too complicated and long checkout and registration forms. The client is not enough nerve cells to fill out your form and place an order. Don't test his patience;
• Insufficient information about the product, low quality photos. The consumer must know what he is buying.

Step 3. We choose methods for solving the problem.

Scroll up and see which method and tool to increase sales can increase sales in your store.

For example, if your customers are shopping for small amounts, then you should use the increase consumption method. Offer additional goods at the checkout, enter a cumulative bonus card.