How to increase sales in a retail store. Sales Increase Technology

The acquisition of goods is a process subject to certain psychological stereotypes of customers. Some things are bought spontaneously (here the dominant role is played by a sudden internal impulse), and some only after a thorough analysis of the available information about the product.

Making plans

How to increase sales in a retail store? This is a question that concerns most managers of outlets. Unfortunately, a miracle cure has not yet been invented that allows you to quickly and efficiently raise revenue to heaven. Many difficulties will have to be overcome on the way to improving well-being. And only you can decide whether you are able to carry out your plan.

Real steps

According to specialists experienced 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, the sale of goods for a large amount.

Which way is better to follow? How to increase sales as efficiently as possible? To answer these questions, we consider each method individually.

Increase in the number of customers

To make as few mistakes as possible, 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 get 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 path near the outlet. To do this, you need to determine where exactly near the store there is a consumer flow. Promotional materials are designed to make people remember the existence of the outlet and visit it.

• Disseminate promotional information of a promotional nature. Decide which channel will be most suitable for disseminating information about your store - glossy magazines, radio, television, directories, online advertising, flyers in mailboxes, etc.

• The most winning option is the so-called cross-events. They are joint promotions with other firms. The main goal 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 in the territory of a nearby office center. People who come to the store are attracted partners. Another option is an event aimed at sharing threads. So, in the territory of a clothing store, buyers are given bonuses for jewelry, while in a jewelry store - on the contrary. Such cross-promotions can provide increased sales in a retail store, spending a minimum amount of funds for these purposes. At the same time, the most loyal audience is covered.

• Place ads on the boundaries of the outlet. 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 convenience store has a shopping area, limited to a couple of houses, since few people decide to take a half-hour walk for matches or salt. If we consider a large store of household appliances, then here we can talk about the whole area. The “warmest” circle will be the customers who live closest to this outlet. Working coverage is the average in terms of “warmth” group, located a few stops from the store. The bulk of potential buyers is concentrated here. On the border of this particular circle, one should place advertising of the outlet. This option will allow step by step to expand the coverage of territories.

Increase in purchases

Here, in the first place is thoughtful work with the existing customer base. This whole array can be divided into regulars, the bulk and the so-called ballast. 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 customers. Professionals know that retaining customers takes less money than attracting new customers. It's time to launch a loyalty program, which is a system of events aimed at encouraging and retaining customers. An important regularity: 80% of the profit is provided by 20% of buyers.

The loyalty program has several strategic goals:

- stimulation of constant customer requests;

- increase the amount and frequency of purchases;

- building a customer database;

- the 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.

Outlet Conversion Improvement

How to increase sales in a retail store, taking into account this indicator? First, we note that conversion refers to the attitude of those who bought to those who entered. Naturally, the desire to ensure one hundred percent conversion. However, an indicator of even 50% would be acceptable.

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

Raising the average amount per check

To increase this indicator, you can sell either expensive goods or more units of cheap goods. 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 trifles, and laying out sets will help. No less important is the constant work with the staff: trainings, seminars, lectures, etc.

General information was provided above. Now let's look at how to apply the acquired knowledge in various fields.

Simple tricks will help you understand how to increase wholesales 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, we give examples of some effective tricks:

• Building an aftermarket system. Has the customer purchased a bouquet? Fine! Ask him which ribbon is best for twisting the flowers (at the same time, offer the most suitable option for you), which toy he will choose for the bouquet (“These flowers usually take a teddy bear ...”), which chocolate does it prefer - black or white?

• Formation of a customer base. Try to get the contact details of each customer. Spend lotteries. For example, every person who bought a bouquet before a certain date gets a chance to win ten thousand rubles in purchase of flowers.

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

• Anticipate customer expectations. Presenting cute trinkets to purchases is very effective in this regard. A successful example of one of the flower salons: on Valentine's Day, store employees launched butterflies, which delighted all customers.

Second hand

In order to succeed in this matter, it is very important to choose the location of the outlet. For the implementation of second-hand things, 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 creating a positive image of the company. The fact is that the entire second-hand before being shipped from Europe is disinfected with special gas. Such chemicals have an extremely unpleasant odor. That is why a couple of cartridges with air freshener will come in handy. In addition, it is important to provide natural ventilation of the room.

Cleanliness of the room and providing the maximum amount of natural and artificial lighting will help you attract even more customers. However, remember that light should not be blinding.

Building materials

The scope of construction materials is quite specific. If you work with serious organizations, it is important to know how to increase wholesale sales. To do this, you need to hire a specialist who will be able to clearly answer all incoming questions, effectively present products and communicate kindly with potential customers.

How to increase sales of building materials if the store is aimed at retail? It should be borne in mind that clients are usually not professionals in this field. Many buyers simply do not imagine how this or that product looks in its finished form. If you present visual results, you can significantly improve the sales result. For example, to demonstrate the wallpaper, stick them on mobile racks. To each option, you can attach a piece of a suitable skirting board.

It is very important to place information on the composition of the product in an accessible place. Information on what materials can be used with this product will be no less valuable. For example, many want to buy special paint in addition to wood finishes.

Furniture business

Having a website with a nice interface will help attract the attention of potential buyers to your products. It is important to place high-quality photographs of each piece of furniture (preferably from several angles).

It is very effective to provide a virtual arrangement of your products in the client’s room. No less attractive will be the opportunity to calculate the approximate price of products based on the presented dimensions of the room.

The main thing is to resist the temptation to purchase goods from suppliers at the lowest prices. Poor quality furniture will be your most powerful anti-advertising.

Real story

In one of the cities of America, two stores selling furniture were simultaneously opened. In the first, the problem of how to increase sales in a retail store was solved by stimulating sales through advertising in all possible mass media. After four years, their sales increased by ten percent.

We also thought about how to increase furniture sales in the second store. However, management decided to follow the path of strategic planning of its activities. A lot of effort and money was invested in staff training, the development of their communicative qualities.

At the same time, customers were explained on the basis of what exactly such a price for furniture was formed, what are the requirements for product quality, etc. As a result, a huge audience of loyal customers was won. Four years later, the sixth store in the network was opened. As you can see, work for the long term is paying off.

Conclusion

Do not pursue momentary profit, act thoughtfully. Remember that one wrong step can significantly complicate the realization of the most rosy business goals.