What is the average check in marketing? Increase in the average check. Sales volumes

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How to increase the average check? Typically, this question is asked by the heads of companies that already have a stable flow of customers, or have reached the maximum possible market size. The topic of increasing revenue is very extensive, there are many options for how to increase the average bill and earn more from one client. We will discuss these methods in this article.

To increase the average check, it must be correctly calculated

For a business owner or company manager, the average check is a convenient tool to assess the state of the business and the process of its development. By tracking the dynamics of changes in the average check, the manager can understand at what stage his business is.

The calculation of the average check depends on the range of goods and services provided by the company. For each type of business, this parameter will have its own characteristics. For example, if the assortment matrix of products is small, then the calculation will be simple, but if there are a lot of goods, then the formula for calculating the average bill will become more complicated.

There is a myth that it is not possible to calculate the average check for any company, but this is an erroneous statement. Focusing on the basic formula, you can roughly calculate the average amount of one purchase: we take the entire sales volume for a certain period of time and divide it by the number of completed transactions. As a result, we get the average check.

But not everything is so simple, there are moments that can spoil and distort such a seemingly simple calculation. We are talking about a number of the following circumstances.

1. seasonality. If your business has different indicators depending on seasonal demand, then when calculating it is worth taking short periods: the greater the demand jumps, the higher the volatility and volatility of the market, the shorter the time period for which the calculation is made should be.
2. Range. If your firm provides consumers a large assortment goods and services, then when calculating the average bill, you need to divide your products into certain groups. It is necessary to perform calculations separately for each of the groups of goods and services.
3. Clients. If your clients are representatives of different income groups of people, then consider the average check for each of them, at least it is worth dividing buyers into two categories - economy and VIP.

As a rule, the calculation of the average check does not cause difficulties, and in most cases a basic formula is sufficient, which can be adjusted according to the specifics of the business.

2 strategies to increase the average check in the store

1. Increase the depth of the check, that is, the number of units of goods sold in one check.

Thus, we will increase the turnover - with the same number of transactions, the amount of the sale will be greater. This is a commonplace and often used method to increase the average check. Traditionally, they try to increase revenue in this way by selling related positions.

But in general, it is worth understanding the depth of the check as an increase in the number of any goods sold in one transaction, and it does not matter if these goods are accompanying the main purchase or simply an increase in the number of the same product.

1. Increase the cost of goods in the receipt while maintaining the number of positions.

We sell the same quantity of goods, but at a higher price, thus increasing the average bill.

9 ways to increase the average check in retail

Attracting cheap goods, and selling expensive

It is very important for the company to create a line of the same type of goods in various price categories - from economy class to expensive branded brands. At the same time, care must be taken that sellers can interest the buyer in purchasing goods of the highest price category.

To do this, you can develop and apply a system of bonuses and incentives that motivate sellers. It is also necessary to use techniques that remind specialists of the need to sell more expensive goods.

For example, when selling items for sports, sellers may interest the client in purchasing more expensive, but at the same time multifunctional training equipment or offer to buy another model instead of a cheap tourist backpack for more high price, but allowing you to travel more comfortably due to ergonomic design.

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As a rule, having heard arguments in favor of expensive items from a sales assistant, buyers are ready to purchase them, despite the overpayment and the fact that they initially came to the store for a low-cost product. As a result, the sale of goods at a higher price brings an increase in the average bill.

Additional sales

As practice shows, people who come to the store for one specific product often immediately buy related products. The simplest example of this is the sale of paint, in which the consultant may suggest that the buyer immediately purchase brushes and trays suitable for him for further work.

Another way to sell related products is to place frequently needed items near the checkout. For example, a person who stopped by on the way to the dacha for paint can buy not only brushes as an accompanying product, but also take a lighter, a felt-tip pen, and chewing gum at the checkout.

In addition, the arrangement of attractive little things at the checkout stimulates a person to make impulsive purchases: he may like the beautiful design of the lighter and he will buy it, despite the fact that he already has a couple of previously purchased lighters in his pocket and, in principle, he does not need a new one.

Selling more items

This method is not always possible, since a person in any case will not acquire certain groups of goods in quantities he does not need. But often the average check can be increased by offering the customer more goods than he was going to buy initially.

For example, in flower shop we can advise you to buy not five roses, but a bouquet of nine, or when selling an air conditioner, draw the consumer's attention to the advantages of installing two at once - separately for each room.

Sales

When conducting sales or providing promotional discounts, the buyer is inclined to compare the new price with the old one. At the same time, he has little understanding of how much the cost was initially increased, and it seems to him that purchasing goods at a discount is beneficial.

Comparing the old amount on the price tag and the new amount, taking into account the discount, the client subconsciously feels the benefit and is inclined to purchase the product. Discounts and markdowns on products provoke a person to make a purchase.

Sets

Very often, having come to the store, the buyer, along with the main product, also purchases related ones. By forming sets and providing a discount on them, we can encourage a person to make a deal.

Buying sets is beneficial, since when purchasing each item separately, the buyer will pay a larger amount than for a ready-made set. We, having sold several goods to him at once instead of one, albeit with a small discount for everything, will receive an increase in the average check due to the amount of goods sold at a time.

A classic example is the sale of shaving kits on the eve of February 23, when women buy them as a gift.

Big Pack

Selling products in large packages can increase the average bill. Many take goods in such containers when buying household chemicals, pet products, building materials. Moreover, for some social groups, for example, families with many children, the issue of buying goods in large packages and saving money is very relevant.

For the seller, the sale of goods in large containers will increase the amount of the average bill.

Additional options

Many firms provide almost identical sets of goods and services, but at the same time they can offer their customers various additional services, guarantees, programs and conditions that add value to the purchase of the main product.

So, buying a large household appliances, the client can order the delivery and lifting of items to high floors to the apartment. At the same time, consumers are willing to pay for the urgency and convenience of delivery. You can offer customers an additional guarantee, which will cost separately, but people will be sure exactly what they are giving money for.

Offering different payment methods

Apart from difficult ways increase in the average check, there are also simpler ones. Practice shows that working with financial instruments, you can end up with a good increase in the average bill.

• Credit

If you trade in expensive goods, then it makes sense to negotiate with banks to issue loans to your customers for favorable conditions. Having the opportunity to immediately purchase goods on credit for a small part of the cost, many will agree to purchase without hesitation.

At the same time, transaction and loan support must be carried out from beginning to end: the buyer must feel secure, understand the essence of the loan. You must give the client confidence that by purchasing an expensive product from you on credit, he does not make a mistake, but, on the contrary, even wins in something, getting what he wants right away, instead of saving up for it.

• Cashless payments

Despite the ubiquity of bank cards, many business owners are in no hurry to provide a credit card payment service. But what if a person wants to buy a product, but he only has a card with him, but there is not enough cash and the terminal is far away? He will simply refuse to purchase the goods or postpone it until later.

It is very important that the buyer has the opportunity to pay for the goods by all means, including with the help of bank cards. In order for the payment by credit card to be beneficial to both the seller and the bank, it is necessary in each case to conclude agreements that suit both parties.

• Installment plan

Interest-free installments are increasingly in demand among buyers, while sellers began to offer it instead of bank loans more and more often. But, despite the benefits, many companies are still hesitant to offer customers interest-free installments, fearing non-payments, and as a result, loss of money.

Although statistics show that only 10-15% of buyers do not pay debts by installments. At the same time, in order to compensate for the losses, it is enough to make the price 5-10% higher with this method of calculation. Thus, when providing installments, even despite the risks of non-payment, you will still remain in the black.

Goods / services of different pricing policies

If there are goods in the assortment of the store from only one price category it is extremely difficult to achieve an increase in the average check - the buyer today is already used to choosing goods from different price ranges, so if you do not give him the opportunity to choose, you will most likely not only not increase the average check, but also lose most of your customers.

Therefore, for the successful implementation of sales, it is necessary to have products of various pricing policies.

In addition to increasing the average check, creating a number of value groups and product lines will bring you additional bonuses:

• A customer who has already made a purchase with you is likely to come to the store again, as they trust you.
• Against the background of expensive goods, cheaper analogues will look more affordable, and the buyer will be more willing to purchase them.

Having a line of both expensive and cheap goods in stock is also beneficial because there is a certain category of people who think by price, believing that the higher it is, the better quality goods. Such people are more willing to buy an expensive item than its cheap analogue, despite the fact that both products will be comparable in terms of characteristics and quality and equally.

How to increase the average check in a cafe or restaurant

Waiter phrases

If your waiters use only standard, on-duty phrases when communicating with customers, then most likely you will not be able to increase the average bill. Therefore, it is necessary to conduct special trainings for the staff, in which people will have the opportunity to learn what words can stimulate the visitor to place an order.

In order to make it easier for the waiter, it is necessary to draw up a table of main and additional dishes. Waiters must memorize this table and on the fly offer the client to try other suitable dishes for the main order. It is also necessary to prepare templates for phrases that the service staff will use to advise the client on dishes and drinks.

• Offer a clear, concrete alternative. Instead of the phrase: "Any more drinks?" say: “Tea, coffee, lemonade, or maybe beer?”
• Forget the negative. Particles "not" in your speech should not be.
• Be persistent, make affirmative sentences, using the words: advise, recommend, try.
• Offer specific positions: "Try our new product - a signature cocktail from the best bartender of the capital!"

Avoid being overbearing

The management of any cafe or restaurant is afraid that customers will find the staff too intrusive. In order to avoid such an assessment from visitors, you can prohibit waiters from offering dishes that are not in addition to the main ones and are not intended to expand the order.

Add words to the list of rules for the waiter, after which he must stop offering additional positions to the client. If the visitor said “that's it”, “thank you, that's enough”, “nothing else”, the waiter needs to stop the recommendations for ordering dishes.

Use a feedback system that allows you to evaluate the work of your staff. Find out from your visitors whether the waiter was too intrusive, whether he performed his duties well, whether his offer was useful when choosing an additional order.

The experience of Russian restaurants shows that waiters are often not active on their own, so it is very difficult to find an intrusive waiter, most often they do not at all try to tell customers about the additional features of the establishment.

Waiter motivation

Staff motivation is very important for increasing the average bill: the percentage of sales, which affects the salary, perfectly stimulates waiters to sell more.

Tips also depend on the average check, despite the fact that waiters often do not believe that additional sales can increase this type of their income. Practice shows that the average tip is about 16% of the order amount.

It will be useful to organize competitions on the average check among waiters, counting their results for a month. At the same time, it is very important not to skimp on the prize reward, because the subordinate who showed the best result has already brought you considerable profit.

Some restaurateurs are sure that the policy of separating tables with different indicators according to the average check is beneficial for the establishment, because it makes no sense to keep tables where the check is obviously high for a weak waiter, since the establishment loses money.

When holding competitions, it must be remembered that they must be honest: it is necessary to create such conditions under which it will be unprofitable for waiters to cheat and they will not be able to fraudulently raise the amount of the average check, for example, by reducing the number of customers relative to their real number.

But often competitions among waiters are perceived by them bleakly and even negatively, as they force them to leave their comfort zone, start working more actively, and offer additional dishes and drinks. It is necessary to ensure that competition between waiters does not take on an unhealthy look.

In order for the service staff to more adequately perceive the management's attempts to increase the average bill, it is necessary to work not only with the waiters, but also with the management staff, training them modern methods management.

How to increase the average check in an online store

Increasing the average check in e-commerce is not much different from regular store, but has its own characteristics.

• Recommend other products.

Sometimes it is difficult for customers of an online store to understand the entire range of goods, and they focus only on buying the one they are going to purchase. But perhaps they would like to order other items in addition - show them the most suitable ones from your assortment in the special offers block.

This can be done, for example, on the "cart" page, where the buyer will complete the final steps to place an order. Perhaps, having seen a suitable offer, the client of the online store will put a few more products in the basket, thereby increasing the average bill.

• Related products.

In addition to popular products or products from different categories, in the ad block, you can offer the buyer to choose related items, accessories for the main order. For example, to mobile phone you can advise covers, spare batteries or a connection service to the favorable tariffs of mobile operators.

• Minimum order amount.

Many online stores install minimum size purchases, such as free shipping. Thus, the client is encouraged to place an order for a larger amount than the item he needs.

By purchasing additional goods and accessories, a person spends more money to cross the threshold of the minimum price, thereby increasing the average check of the online store. It is also possible to offer a discount on subsequent purchases, provided that the client makes the current order for an amount equal to or greater than the minimum.

• Together is cheaper.

If you want to increase the average check of an online store, try holding special offers when a visitor, having selected and ordered two or more items at the same time, receives a certain discount, for example, buying a set of clothes from two skirts and a sweater will cost the client 15% cheaper.

Or prepare collections, for example, of books by one author: it will be convenient for a person to purchase all the books at once with a 10% discount. Thus, when buying sets or sets of things, the client receives a favorable discount, and you increase the average bill.

• Loyalty program.

If an online store sells consumer goods of daily demand, for example household chemicals, then you can develop a loyalty program in which the client receives bonus points on his special account or accumulates a discount. The next time the person comes back to your store and makes another purchase using points or a discount.

Loyalty programs are aimed at strengthening cooperation with customers. Loyal customers give online stores up to 70% of all profits and increase the average bill.

8 more ways to increase the average check on the Internet

1. SMS mailing. Make a newsletter with great offers to those who have already made a purchase in your store once. But do not use such alerts all the time, annoying customers.
2. Purchase gift. Make an inexpensive but pleasant gift for the buyer. Present beautiful or useful thing upon reaching a certain purchase amount. Everyone loves to receive gifts.
3. Joint action. For example, start working with a good aspiring photographer and give your customers coupons for a free photo session. So you can increase sales, and the photographer will develop his client base.
4. Increase or give an additional guarantee. Practice shows that customers are more willing to make a purchase if an additional guarantee is attached to it, even though the customer himself pays for it in a small increase in the price of the goods.
5. Price optimization. Today it is very easy for a customer of an online store to compare prices with competitors, so look at their sites and make your price match the current market situation.
6. Certificate for future purchases. A profitable offer - to pay a part of the amount with a certificate at the next transaction attracts customers and allows the online store to bind the customer to itself, and it is beneficial for the person to make another purchase.
7. Be sure to adapt your online store website for various mobile devices: today, a third of all traffic comes from mobile devices, and this number will only grow, so the interface of your online store should be convenient both on a regular computer and on mobile devices.
8. Limited offer. Make a reminder that every day on the site will offer to buy something for favorable price with a limited number of products participating in the promotion.

What NOT to do in pursuit of an increase in the average check in an online store

• Don't put rubbish. When selling a stale product, remember: it must be free of defects and useful to the user. Don't make this offer to everyone.
• Don't offer too many products, the visitor will simply get confused in them and, as a result, will not buy anything.
• Do not forget about profits, make discounts and profitable offer so that sales do not go to zero or even to a minus.
• Don't break the "Rule 25", that is, do not sell additional and related products for an amount greater than 25% of the main order. Each buyer has a spending bar, which he is psychologically unable to overcome.
• Don't be afraid to downsell. If the buyer added an expensive product to the cart, spent a lot of time on the site, but did not make a purchase, offer him a similar product with a lower cost, but with the same functionality. At the same time, show the person that cheap goods no worse, and sometimes even better than an expensive analogue.

Mikhail Merkulov "Restaurant. 50 Ways to Increase Profit"

The book allows you to look at the restaurant business through the prism of world experience. Many restaurant owners forget that their business is also based on sales, and no matter how much they improve dishes and assortment, the main thing in business is successful implementation.

Dmitry Kolodnik, Denis Podolsky "Retail store. How to double your sales

Pavel Lisovsky "Secrets of the average check" (2nd edition)

The book offers a description of an effective technology to increase pharmacy sales. The technology is based on increasing the average check due to additional sales: dietary supplements, medical devices and FMCG products.

The book also describes customer survey technology for:

• choice of OTC drugs, dietary supplements, medical devices, FMCG products;
• synonymous replacement of Rx-drugs;
• selection of drugs by INN.

When working on this book, all the wishes and recommendations from specialists and pharmacy managers who managed to evaluate the first issue of this guide were taken into account. The publication contains more than 30 topics that reveal methods for increasing the average pharmacy check.

Dmitry Tolstokulakov "How to quickly increase profits in a taxi"

In the previous article, we figured out the metrics that need to be tracked in the store. Now we are learning to work with them in such a way as to increase sales. Let's start with the average check.

The average check is the revenue divided by the number of checks. If yesterday you sold goods for 10,000 rubles and cleared 35 checks, then yesterday's average check is 285 rubles.

Let's look at ways to increase the amount of the average check. You can use some of the techniques described by calculating the average check daily. But if you want to work with metrics efficiently and regularly, you will need a product accounting or a service for processing sales statistics.

Choose additional products

Hits are what your customers buy best. Your task is to identify such hits and select complementary products for them.

Suppose it turned out that mead is most often bought in a store. What do we usually eat mead with? Yes, anything: from pickles to Tula gingerbread. Great, so you need to draw up instructions for the seller so that he offers Tula gingerbread with mead or sauerkraut.

If you want to make it easier for the seller to work and avoid mistakes, then write down the phrases (scripts) with which you need to offer complementary goods: “Gingerbread is often taken with mead, they say that sets off the sweetness. Should I punch you?”, “My husband takes sauerkraut for mead, says that it piquantly sets off the taste. Will you try?"

Sell ​​computers - offer cleaning wipes for monitors. Vacuum cleaners - replaceable dust bags.

When writing scripts, do not forget about the argument - refer to the popularity of the product with other buyers or your own experience. This will increase the chances of upselling.

Sell ​​related products

You act as in the previous case: select popular products, select related products and write scripts for the seller.

For example, you have a pharmacy, and the buyer came for a remedy for the common cold. The pharmacist advises, breaks through the medicine, and casually adds: “Are you going to take handkerchiefs? These have a super soft coating that won't irritate the skin."

Trade in clothes - buy a batch of sticky rollers to clean clothes from wool. When checking out, ask if the client has pets. If there is, offer to take a roller: “You can quickly collect wool from trousers.”

Offer more

This principle applies to any consumables: from vacuum cleaner bags to women's tights. Define the category Supplies» in your range. Find out how many people usually buy.

If they take one package of goods from you, offer two or three. If they usually take two, then offer to take three or four at once. Of course, write scripts for the seller.

You have a hardware store. The buyer asks for fabric gloves, your reaction is: “Two or three pairs to punch?”. Sell ​​clothes, the customer has chosen nylon tights, the seller asks: “Tights 20 den. Are you three or four pairs?

Upsell

A good time for upselling is when the buyer is ready to pay at the checkout. For upselling to succeed, you need to understand who your customers are.

It doesn't make sense to offer "chocolate for a child" if a group of students buy beer from you. If the buyer chooses wine for a visit, then such an offer is appropriate.

In the shop women's clothing the seller offers: "Take socks as a gift for your husband." In the grocery store: "Rafaelka for mother-in-law?".

Tell us about the promotion

Of course, the reception makes sense if you are holding promotions in the store. Make sure sellers are aware of current and upcoming discounts and, yes, script them.

In the hardware store: "If you buy now also a kettle, you will receive a 10% discount on the entire purchase." Grocery: "Next week we will have discounts on New Year's sets, come."

Test the techniques and choose two or three of the best. By themselves, they do not guarantee explosive sales growth, but they increase the chances. Also important is the mood of your sellers, their courtesy and desire to help the buyer.

I insist on compiling scripts for sellers and getting them to be used automatically. This will allow you to focus on communicating with the buyer, and not on the selection of words.

Ask questions in the communities

Control and monitoring of indicators is necessary not only for 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 track of such a parameter as the average bill. 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 a 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. Particular attention should be paid to the products that bring the most 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 total sales. The increase in trade amounted to less level inflation or in the case when an increase in turnover is observed when new stores are opened. Buyers are in trading floor for a short time, and some departments do not attend 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 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 you to increase the pre-holiday days, as well as attract new customers.

5. Installing a terminal for non-cash payment. Customers paying with a 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. Sales floor employees 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. It is not difficult to offer a cheap product, it will not be difficult for sellers to sell it, and they do not need to be additionally stimulated. Inexpensive goods will attract customers to the store who will buy more cheap 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 a good impression on the buyer. Also, when conducting stimulating promotions, the conversion increases, that is, the number of people who left 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 an increase in the number of purchases in 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!

"Statistics knows everything" or " average temperature hospital" - in folk wisdom and in domestic literature, you can easily find other well-known expressions, the essence of which lies in distrust or a superficial attitude towards statistics. However, there is nothing more important than statistics when it comes to any business, in particular, a business related to trade and the service sector.

One of the most important and frequently used indicators in practice is − average check. With the right analysis, the average check indicator can provide a sea of ​​\u200b\u200bthe information necessary for a business owner.

The average check is an objective parameter that indicates the breadth of the assortment, the efficiency of the staff, the correct positioning in price segment etc.

Concept definition

The average check is understood as the total volume of all purchases made in the period under consideration, divided by the total number of checks for this period.

That is, it is not just the total number of purchases made or goods sold. One purchase means all purchased goods and services during one visit by the buyer to this establishment.

The value of the average check – essential information for any business owner or appointed executive. An analysis of the dynamics of changes in the average shows the real place of the entire business at the moment and the trends of its further development.

In fact, the average bill is a complex indicator that demonstrates how thoughtful the assortment of goods and services is, how competent merchandising is, and how well the retail space is equipped.

The average check also reflects the quality of staff service or, in the case of self-service and contactless sales, the degree of reasonableness in navigating the retail space and competently displaying goods.

Calculation rules

Protozoa formula calculation of the average check:

Average check = revenue / number of checks.

That is, the amount left on average by each client is equal to the sum of sales for a certain period, divided by the number of buyers for the same period.

Modern accounting programs used in trade and services, as well as the use of barcodes, make it possible to conduct comprehensive accounting. In addition to the cost, the quantity is also calculated for all nomenclature positions. The program can split checks into different groups, show the average difference in checks by amount, and analyze the share of large or small purchases in the total mass.

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Indicator analysis

Periodic review of checks is an important part of working in the trade or service industry. It clearly demonstrates the whole picture of sales in any outlet.

Checks analysis clearly defines basic moments sales:

• the amount of the average check;
• the number of checks on average per day;
• check amount intervals.

All these values ​​are mandatory used in the work of marketers. On their basis, key conclusions about the effectiveness of trade are made.

Checks analysis is recommended to be done on a monthly basis. For points with high sales intensity and high traffic during the day, it will be useful to conduct a weekly analysis. It is clear that a one-time analysis of checks is inefficient and does not provide the full range of possible useful information. The constancy and periodicity of the analysis is important.

Briefly check algorithm might look like this:

• analysis of checks;
• generalization of conclusions based on the analysis;
• taking action based on findings;
• another analysis;
• with positive dynamics - fixing the result, keeping it;
• with negative dynamics - taking action.

This whole sequence of actions must be systematically repeated.

Thanks to the constant analysis of checks, you can make the following significant findings:

Objectively, each buyer with his earned ruble, making a purchase, votes for a particular service or product. When buying again, he demonstrates loyalty to this particular product or service.

Methods for increasing the average check

Obviously, every pragmatic businessman wants to increase. This task is clear to everyone and is relevant for any trade and service enterprise.

Many of the main factors affecting trade cannot be changed by an ordinary businessman: the ruble exchange rate, the economic situation in the country, the seasonality of sales, etc.

Increase the average check is quite possible, and even required action for the further prosperity of the business. Moreover, only the internal resources of the enterprise are sufficient for it. As a rule, even two weeks of adjustment and active work over the increase in the average check give a tangible result.

Increase in the average check clearly required in the following cases:

Increasing the average check in practice achieved in two ways:

• an increase in the cost of goods with stimulating advertising activity;
• an increase in the depth of the check, and hence the turnover, when with an equal number of checks total amount will grow.

Each trade and service enterprise puts into practice its own methods to increase the average bill. Receptions depend on the offered range, external factors(holidays, fashion, trends), locality, season, etc. The whole focus lies in a meaningful combination of merchandising, staff qualifications, and the implementation of service standards.

Basic Methods increasing the average check:

The most important thing in permanent job over the increase in the average check - the correct work with the staff. Financial motivation, clear knowledge of the assortment, ownership, use of shares and easy replacement of commodity items - this is what is required of a modern effective employee. Timely offered lighter for purchased cigarettes or a set winter tires to a branded SUV will always be the most effective sales stimulus.

Ways to increase the average check are presented in the following video tutorial:

The retail business these days is like a fight for survival: every day we need to think about how to increase the efficiency of our stores in order to achieve targets, ensure standards are met. after-sales service, operational processes to win the trust and loyalty of the client and, as a result, get a well-deserved profit. One of key points this "fight" is the work to achieve the goal of KPI, as the main indicators that our actions are correct, and the stores are managed in the right way.

As a rule, most retail leaders, among other KPIs, pay Special attention the average number of units in a check or check fullness, as one of the main indicators of the ability of the store team to correctly use the sales technique when working with visitors, namely, to sell additional products. This publication will focus on one of the successful methods to stimulate the growth of check filling, the effectiveness of which has been proven by two years of practice in Puma retail stores.

What can affect the average number of units sold per customer? There are several answers to this question: product range, And price policy companies, and the solvency and mood of the client, as well as the availability of promotions and special offers in the store. But what is more important is effective application sales staff in working with visitors sales techniques. This factor also depends on a number of conditions:

knowledge of theoretical methods of offering additional goods;

The ability to use them correctly practical work with clients;

· impeccable knowledge of the sellers of the assortment of their store and the ability to competently combine different products to create a full-fledged image;

motivation of staff to work with additional goods;

Ability to deal with customer objections

It would seem that on all these points it is easy to get the job done. traditional ways, such as conducting trainings and meetings, monitoring the work of salespeople on the trading floor, quick and timely training of new employees, the work of the manager on the trading floor of the store, as a mentor for his team, on personal example showing correct work with buyers. And it makes no sense to dispute the need for these actions - this is, of course, the basis for meeting the standards of visitor service. But in practice, we very often encounter the fact that despite the significant time spent on training our staff, the above methods do not help to achieve the planned value of the check filling both for the store as a whole and for individual employees. Failure to meet at least one of the conditions for the effectiveness of the application of sales techniques can nullify other attempts to increase the amount of the check by making a complex purchase.

Thus, a novice who knows the theoretical foundations of offering a related product may encounter psychological barrier in practice with clients. On the other hand, an experienced employee may, for a number of reasons, not want to work with a client 100% due to lack of desire or mood, which reduces his personal UPT below the goal. Wrong approach to compiling harmonious image of several goods can also become an obstacle to a successful transaction.

As practice shows, the lack of a systematic approach to controlling all these factors is the reason for their occurrence. To eliminate this gap, it is possible to introduce a tool for comprehensive check fullness control - certain form by fixing sales of checks with one position. It may look like this:

The bottom line is that the seller, who has made a deal with one unit in the check, fixes the name of the sold product in this printed form in the first column of the table. Next, he must list the related and non-related products that he offered to the client. In the third column, the employee indicates the customer's objections that led to the refusal to purchase additional goods. Finally, in the last column, the seller writes what actions he took in order to overcome these objections. Immediately after filling out, this form is worked out with the administrative staff of the store or their mentor, so that the seller is given timely feedback on the sale.

Such a scheme of work allows you to simultaneously identify and work out several problems.

First, looking at the second column of the form, the mentor can conclude that the employee is able to correctly select additional goods. As a rule, novice sellers limit themselves to offering a single item of related product, such as socks with shoes, instead of trying to match the client with a complete image from the existing range of products. In addition, in reviewing this sale, the terms and circumstances under which the seller offered additional units will be considered, allowing discussion possible mistakes at work.

Secondly, the mentor, based on the form, evaluates the ability of the seller to work with objections when trying to expand the receipt. Working on mistakes in this context will allow the employee to form the skill of correct argumentation when working with doubts.

The problem of lack of motivation to offer an additional product, as it turned out, is effectively solved by the emerging need to fill out the form for fixing checks by sellers and conduct a “debriefing” with a mentor. Many highly motivated employees will go to great lengths to work with a client to avoid entering a single sale on the form.

The most important thing in the application of this tool is to ensure control over its completion and timely verification with appropriate feedback. The form can be used in several situations. So, if we need to pull up individual lagging employees by the UPT value, we can implement check accounting only for these sellers. At the same time, the duration of filling out the form is limited by the moment they reach the planned values ​​of the check filling.

Another way to apply this method is to implement a blank form for all salespeople. The need for this may be due to a sharp decline in UPT, including external reasons. Continuous accounting in this case helps to maximize the mobilization of the entire sales team to obtain best result from working with customers. But it is worth considering that the long-term use of the form permanent result will not bring, but may have the opposite effect of reducing the motivation of employees. Therefore, in crisis conditions, the longest recommended period for applying the single check accounting form can be limited to one month.

As practice shows, the use of the check accounting form with one position allows you to increase the value of the average number of units in a check by 15-20% already in one to two weeks of its use. In addition to traditional methods training and control, its application will increase the efficiency of any retail store and use the internal resource to maximize high value filling the check in the most efficient way.

Yaskov Artem

Store group leader

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