In spite of great amount large and small supermarkets in our time, kiosks still continue to be at the forefront of trade. Their number is always large near metro entrances, on the territory of entertainment complexes, in residential areas of the city, and so on.
This creates a huge competition in this business area. The situation when there is a queue at the neighboring kiosk, and only single buyers come up to you, is familiar to many. How to avoid this and how to make your kiosk stand out from the rest, and as a result, more profitable, this article will tell.
Idea number 1. Flag
The height of all stalls, as a rule, is small. But that doesn't mean yours has to be the same. It is very easy to transform it with a flag. Attach a two-, three-meter pipe to the roof of your kiosk. And even better, several of these in all corners.
Hang any cloth, flags or even sails with your logo (if any) or brand name on them. You can also attach lights in this way, on the glass of which, again, there will be inscriptions and logos. And do not forget to decorate such flagpoles with garlands - and not only for the New Year holidays.
The glow above your kiosk will always attract customers in the evening and at night (if you work around the clock, of course).
Idea number 2. Promotion Information
Nothing attracts buyers like promotions, sales and gifts. If you, of course, do not have a kiosk like “everything costs 10 hryvnias”, then place shields made of wood, plywood or iron on its facade and sides. And stick posters on them with text like “Action! 30% discount!”
Such posters can be ordered in any advertising agency at a very reasonable price. In this case, it is not at all necessary to indicate which product the discount is provided for. The main thing is to attract a buyer, and in one minute he will see all your goods and figure everything out.
Naturally, in the window of your kiosk there should really be a product with a promotional price - everything for which the shelf life expires, goods with damaged, dirty or burnt packaging, and so on.
It is advisable to change the terms of promotions at least once or twice a month, for example, "Buy this and get this as a gift." There are a lot of options here.
Idea number 3. Fortress design
This idea will be especially advantageous if there are refrigerators with drinks near your kiosk and several tables for visitors, and the area around is surrounded by a small fence. Build towers and battlements out of plywood, styrofoam, or other materials.
Install them on the kiosk, refrigerators, fence (if any). On them, on the kiosk itself and on the refrigerators, stick an oracal with the image of stone fortification. The result is a cute mini-fortress that will attract visitors. And buyers sitting at the table will be able to relax, enjoying the spirit of the Middle Ages.
Idea number 4. Wagon imitation
The idea is like an imitation of a fortress. For its implementation, it is necessary to take a high-quality photo of a railway passenger car, or its fragment, capturing one or two windows. This photo needs to be adjusted in Photoshop to the dimensions of your kiosk so that the kiosk window coincides with the car window.
Then you order an oracal with a print of your photo and paste over the kiosk with it. For a better design, make wheels out of plywood or foam, attach at the bottom of the kiosk and stick a film on them with the image of real wagon wheels.
Intercar couplers can be made on the sides of the kiosk. But if this turns out to be too difficult for you, then just paste over the entire kiosk with an oracal depicting fragments of the car. Train lovers will love your kiosk.
Idea number 5. Main product layout
Install on the roof of the kiosk or next to it huge layout a product that generates the bulk of your profits, such as a large hot dog or a bottle of beer. Such a layout is made from any lightweight material. It is best if this miracle is backlit. In this case, visitors will easily find you at night.
Original kiosk designs
Businessmen working in the field of trade are not always satisfied with the level of sales. Low sales leads to lower profits, and often it even goes as far as closing the business. But there is no need to rush. Now effective options for increasing store sales will be considered.
Reasons for poor sales
First you need to find the root of the problem. There are 5 common reasons:
- Low quality goods. People who buy poor quality goods will never return to the store. Moreover, they will also create anti-advertising through word of mouth.
- The product is not in demand. Maybe this product is simply uninteresting to the consumer.
- Location. If the store is located on the edge of the city, then the low level of sales should not be surprising.
- High prices. Overpriced goods will also scare away many buyers.
- Bad service. Poor attitude towards the consumer on the part of the staff will negatively affect profits.
If the problem does not concern these points, then you can proceed to familiarize yourself with five ways to increase the profit of the store.
Discount
This is the most powerful weapon in the hands of marketers. People love discounts. Even if they do not need the product, they will buy it exactly, since it is sold at a discount. This is pure psychology and the primitive instinct of man. Even the usual inscription "discount" will give an effect. But not all sellers give a real discount. In other words, they leave the price the same, but write on the price tag that there is a discount.
In addition, the duration of the promotion can be limited so that there is a motivation to buy here and now, because a person, considering a future purchase, may change his mind. Do not forget about the system cumulative discounts for regular customers, this will allow you to tie a person to your store.
2 items in 1
You can increase the level of sales if you stimulate the consumer to purchase several products at once. Often sellers combine 2 products into 1. For example, shampoo (200 rubles) and soap (50 rubles). They need to be packed together and put a price, for example, at 300 rubles. This works especially on holidays when people buy gift sets.
"Rare Commodity"
You can create the illusion of a rare item. This method is often used for mass marketing. For example, "Only from November 1 to December 1, we will sell fashionable fur coats from the new collection." This will encourage the buyer to make a purchase as quickly as possible in order to catch something rare and unique.
"999.99 rubles"
Everyone will agree that 59.90 p. visually it seems less than 60 rubles, although the difference is only 10 kopecks. The consumer may understand this, but subconsciously does not take it into account. It seems to him that the product is inexpensive, and he buys it. An excellent example of an advertisement for a new taxi service: "Boarding from 49 rubles." It seems that this is "forty-something", but in the end it is no less than in other services. Although most of the customers will opt for the first option.
To the fore
This option is more suitable for selling stale goods. Any product will find its buyer, and this has already been proven by practice, simply, sometimes it takes a lot of time. Sellers reduce this period by placing stale goods in the most visible place. Roughly speaking, they impose the product on the consumer. Large hypermarkets work on the same principle, where every little thing is located at the checkout. People, standing in line, involuntarily pay attention to different chewing gums, chocolate bars, etc.
You may have noticed that you are more likely to buy products that are at eye level. Likewise, children's goods are placed on a level below where they can see them and ask to buy from their parents.
Combine these methods and the store's profit will increase
If the store is located well, it has good service, and the goods High Quality, then these 5 ways to increase sales will definitely work if you combine them, in addition, you can try to use viral advertising. These marketing tricks have long been known, but novice businessmen simply do not use them. And in vain, because with their help you can quite realistically increase profits in the store.
I'll be happy to answer any questions
Most entrepreneurs who started their business from scratch, and experienced businessmen, are concerned about the question how to increase store sales?
This article will cover 9 effective ways that can increase profits.
A big plus: they do not require additional solid investments in implementation.
How to increase sales in the store: we determine the main factors
Before moving on to the main topic, how to increase sales, it is necessary to determine what their level depends on:
- Also, of course, the level of sales depends on the ratio of price and quality.
A huge role in the sale is played by the location of products on shelves, racks or hangers.
There is even a special "science" - merchandising.
What matters is how the product looks.
For example, it will be difficult to convince a client that this meat is worth buying if it looks like it has been in the window for a week.
Products must be whole, clean, look presentable.
And now let's go directly to the study of the main tricks that will help increase sales.
9 effective ways to increase sales in the store
Rule number 1. The more expensive, the better
For each visitor in the store, the sales assistant should be closely monitored.
And not because the buyer can appropriate something for himself and not pay for it at the checkout, but in order to offer the product more expensive in time and thereby increase the number of sales.
Sounds absurd?
For example, a sales assistant noticed that a visitor was already ready to buy a hat.
At that moment, he approaches, and without any obtrusiveness and trembling in his voice offers a similar product, only 15-20% more expensive.
Of course, not just like that.
At the same time, he refers to the fact that the hat he proposed:
- several orders of magnitude better than the previous hat;
- produced by a well-known company;
- this brand will be popular next season;
- be in the status of exclusive accessories, etc.
No fashionista can resist such a list of advantages.
In addition, psychology works here: most people cannot pronounce the phrases “this is expensive for me”, “I want something cheaper”.
This move allows you to increase the number of products sold, despite the fact that "misfires" in this scheme, of course, happen quite often.
But even if 30–45% of all visitors fall for this trick, this method will increase conversion by 22%!
Rule number 2. The more the better
In order for a consumer to buy not one, but several products, he needs a good reason.
Let's go back, again, for example with a hat.
Only in this case, the seller should increase sales by offering to additionally buy another position at the outlet, and not a similar product.
For example, purchase suitable gloves or an elegant scarf for a new hat.
In no case should an employee force them to try on the offered product and be intrusive!
This will have the opposite effect.
The shopper may even continue to bypass the store on the 10th road to avoid this 'sticky character'.
The seller must demonstrate the second thing, describing its merits.
It is important to explain to the person why he would leave with two purchases at all.
For example, noticing that the proposed scarf is in harmony with the chosen hat, while creating a full-fledged fashionable look.
This is a good trick that allows you to increase sales in the store.
Rule #3
This rule is in some sense "consonant" with the previous one.In every clothing store there are products that can additionally increase sales, but are usually not offered to customers when choosing a main item.
This is the so-called small things, which are usually put up in the checkout area or on small racks around the trading floor.
Such related products may include:
- scarves;
- hairpins;
- umbrellas;
- bijouterie;
- various cases, wallets.
How it works?
For example, a man buys jeans.
At the checkout, he is offered to purchase an additional pair of men's socks.
This is argued by the fact that then the purchase amount will reach the required minimum in order to open a discount card.
Few buyers will refuse: socks will always come in handy, and participation in the funded system is an opportunity to save on purchases in the future.
The consumer seems to be profitable investment and he agrees.
Although the profit of the entrepreneur from one such sale is small, but if you sum up the results of the month, then the increase in sales using this method becomes obvious.
Therefore, store owners should not refuse to use such zones, and they should also motivate sellers and cashiers to mention the existence of such goods to customers.
Rule #4
Use methods that will allow you to find out the contact number of the buyer at the time of the sale of any product.Most easy way is to ask to fill out a small questionnaire, for which the client can receive a discount card.
In this way, you can create a database of store visitors.
How will this help increase sales at the point of sale?
The collected contact numbers of consumers are used for calling.
Here's how consultants can argue a call to a buyer:
- Informing about new deliveries to the store.
- Messages about great deals.
For example, “buy one razor as a gift for a man on February 14, get the second as a gift” or “we will pack it in beautiful gift paper for free.” - To find out why the customer has not visited the store for a long time, and whether he has any wishes regarding the service or product.
The ability to properly work with such a tool is a real art.
It is worth doing this only to those employees who have good diction and know how to work with objections.
They also give a good response rate, and will also increase sales in the store.
The effectiveness of this method is confirmed by statistics:
Rule number 5. Enter a discount card
To increase sales in the store in this way, you need to familiarize yourself with the two sides of the coin of this process.
The positive side of the coin
How to increase sales in the store?
Basically, an increase in the number of consumers. And the discount card allows you to "get" them.
Buyers will always be attracted by the opportunity to save.
For example, a girl wants to buy a handbag. This model is located in two adjacent standing stores. Only in one she has a discount card, and in the other she does not. Of course, she will go to buy goods where at least a small savings awaits her. Reasonable, isn't it?
With the help of discounts, we can increase sales by attracting more customers, rather than inflating prices.
Negative side
When issuing such cards regular customers, the store loses the lion's share of the profits.
Like it or not, but the amount “underpaid” by the buyer is the lost profit of the outlet.
Therefore, the expediency of using cards must be calculated in each case separately.
Each owner will decide whether to use this method of attracting visitors.
But its effectiveness cannot be denied. Moreover, the efficiency is gradually increasing.
Pay attention to the comparative statistics of whether the presence of a discount card affects attendance:
Rule #6
This is another move that aims to increase sales in the store.
Calculate medium enterprise and add about 25-35% to it.
This amount will be the benchmark for the bonus program.
For example, average check store amounted to about 2,000 rubles. Then, in order to receive bonuses, the buyer will need to cross the threshold of 2,500 rubles (2000 + 25% = 2500).
Come up with some gifts as an encouragement.
It can be both store products and any products of partner companies.
In this way, it will be possible to increase sales in the store.
In addition, teach your employees to pronounce words such as: “You made a purchase in the amount of 2,320 rubles.
If you purchase goods for another 180 rubles, we give you one of the gifts to choose from:
- plush toy;
- torch;
- trinket;
- handle;
- fridge magnet".
It can be anything! The main thing is to interest the buyer and make him pay even more.
Also, instead of gifts, under the terms of the bonus program, you can earn points that customers can spend on purchases in the future.
It kills two birds with one stone: it attracts people and makes them become regular customers.
The scheme is this:
Rule #7
This list 10 better ways how to increase sales in the store, would be incomplete if you consider promotions.
Promotions will always exist, because this is the easiest way to increase the volume of goods sold.
They allow you to motivate a person and incline to more spending than he originally planned.
The most effective scheme that will help increase sales is 2 + 1 or 3 + 1 (buy three items and get the fourth one for free).
This method not only allows you to increase sales in the store, but also helps when changing products to new collection or move to another season.
The store sells several things at once that could lie without being sold, instead of writing them off and sending them to stock centers.
In addition, this method will help increase the number of customers in the store.
It was noted that information about such actions is distributed with the help of "word of mouth" especially actively.
Rule number 8. "Book of complaints and suggestions"
According to the law, each entrepreneurial business must have such a book and issue it at the first request of the client.
But often the owners completely ignore their presence: the document is sent “to the table”, and is issued only upon urgent requests (“or you never know what nasty things they write to us”).
Meanwhile, this may be one of the reasons why it is not possible to increase sales in the store.
Surprised?
The fact is that according to complaints and suggestions, self-respecting boutiques or retail outlets determine what exactly the buyers lack!
Of course, you should not offer every visitor to leave a record there.
Instead, short surveys can be introduced.
They can be carried out by cashiers when selling goods, and can also be placed in trading floor box for requests and wishes.
Buyers can be asked how they feel about:
- the price level in the store,
- variety of assortment
- service personnel,
- the atmosphere in the store (playing music, decor, product layout).
In addition, you can unobtrusively ask to leave a comment about the work of the outlet on the site.
This will not only give feedback, but also attract new people to visit you.
Answer sheets should be USE, improving the work of the outlet, and not sending it to a distant box.
Then you can increase sales by correcting possible problems.
The video contains practical advice to increase the level of sales from an experienced entrepreneur:
Rule #9
To increase sales in the store, you need to think not only about selling “here and now”.Work for the future.
For example, a person bought an expensive tablet, phone, laptop in your store.
And suddenly, after a day or two, representatives of the store call the buyer and ask:
- Is the consumer satisfied with the purchase?
- How quickly did you manage to set up an expensive acquisition?
- Do you need help with technology?
- Do you have any suggestions to improve the store?
Agree, this gesture is very pleasant.
Each person will appreciate such care.
In addition, you will definitely want to tell your friends and acquaintances about this step of the store.
And word of mouth is an effective method of free advertising.
The above methods will help you decide how to increase store sales.
But we must not forget about the main thing behind the "tinsel": the key to the success of the outlet is customer care, high-quality goods and highly qualified sales consultants.
If everything is in order with this “base”, the methods described in the article will help increase sales in the store in short time.
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How to increase sales in a small store? Often this is enough to rearrange the goods on the shelves. Or, scientifically speaking, do merchandising. A rapid survey of owners of small grocery stores, conducted by "SB", showed that most of them have a poor idea of what merchandising is.
Question: "Do you use merchandising methods in your work?" - and completely baffled. “And what is the use of them?”, – the owners of outlets shrugged their shoulders. Let's try to answer this question.
Marketers estimate that two-thirds of shoppers come into a store without a clear idea of what they want to buy. They make shopping decisions by looking in the windows.
Let's say a man goes for milk. Standing at the counter and seeing big choice sour cream, he can remember that dumplings are for dinner tonight. So, sour cream should also be taken. And then appetizing pieces of cheese come into view. Why not buy it for breakfast? And next to it are the advertised glazed curds that the child has been asking for a long time. Perhaps we should take five.
Thus, instead of one carton of milk, the buyer will take with him a whole bag of products. And the merchant, who has correctly selected the assortment and placed the goods on the counter, receives additional profit.
What is merchandising...
This is a set of measures aimed at increasing sales in the store. Many people think that merchandising is just the rules for the competent display of goods. In fact, the tasks of this science are wider. The scope of merchandising also includes the following activities:
- selection of such a range of products that best meets the needs of customers,
- creating a unique, attractive atmosphere for visitors in the store,
- distribution of advertising and information about the goods sold here at the point of sale.
...and how much does it cost
Many store owners believe that merchandising services are only available to very wealthy companies. This is not true. Even a very small company with a modest income can get a little advice from a specialist who will come to your store. In Moscow, such a consultation costs $300-400. In addition to contacting a specialized marketing agency, you can also invite a "private trader". average salary the capital merchandiser in Moscow is $200-400 per month. He certainly will not refuse to clean up the store in his spare time. For a fee comparable to his salary.
Take a look around
Merchandising begins with the formation of an assortment. It is important not only how the goods will be laid out on the shelves, but also what will be sold in the store. You can build an amazing pyramid of sprat cans. But if there are few lovers of this fish among the buyers, efforts to create a beautiful showcase will be in vain. Therefore, the store owner needs to clearly understand who his buyer is.
“Very often, entrepreneurs try to sell what they themselves consider necessary,” say the spouses Ruben and Kira Kanayan, consultants at Union Standard Consulting, working in the field of interior design and merchandising in retail. – At the same time, it is not taken into account that many of the presented goods do not correspond to the interests target audience and only occupy the trading area. Although in their place there could be other products that are in demand among buyers.
To imagine a portrait of your buyer, you first need to simply look around and evaluate what objects are nearby the store. And draw conclusions. For example, if a school is located nearby, then it is necessary to expand the range of goods loved by children: soda, chocolate, chewing gum, pastries. And if there is a university nearby, then it is necessary to increase the share of low-alcohol drinks on the shelves: beer and all kinds of cocktails, which students consume in large quantities.
A small grocery store operating in a large shopping center, where people come for shoes and clothes, is better to focus on confectionery and alcohol. Those who choose gifts will gladly buy these goods. And many of those who go home with a new thing will not deny themselves the pleasure of celebrating the purchase with a cake or cognac. Of course, other products should also be on the shelves. But exhibiting several brands of milk or butter in such a place is not advisable. After all, residents of nearby houses are unlikely to purposefully go to the universal shopping center to fill the refrigerator. Most likely, they will go to a specialized grocery store.
One more observation. If there are many offices in your store area commercial firms, government agencies or some workshops, then the emphasis should be on fast-food products: coffee and tea bags, soups, noodles and various cereals. On the shelves must be meat and fish cuts, bread, pastries and confectionery. And, besides, expensive alcoholic drinks and souvenirs will surely go well in such a store. Visitors will buy them for colleagues in honor of birthdays and various holidays.
It is very important that the formation of the assortment is carried out taking into account the income of the target group of consumers. Observe who mainly visits your store - wealthy people, middle-income citizens or low-income old women. And take the necessary measures by increasing or decreasing the share of certain goods on the shelves.
Everyone knows that people who make good money constantly do not have enough time for household chores. Therefore, they will certainly notice your store if they find a wide range of salads in it, semi-finished meat products, quality frozen foods that can be quickly prepared and served. And low-income citizens will be turned into your regular customers by cheap milk in plastic bags and inexpensive chicken legs.
How to find your face
Many merchants make a serious mistake by copying the assortment of their closest competitors and displaying only well-known brands in the windows. Coming to such a store, the buyer sees on the shelf standard set brands: J7 juices, Coca-Cola drinks, House in the Village dairy products, Doctor's sausage and Gouda cheese. If the merchant follows this commodity policy, then its only difference from the "store opposite" are the prices. And if suddenly they become higher, then regular customers flow to a competing outlet. Therefore, in order not to be content with the money of only random passers-by, each store must have its own assortment "face".
– The most promoted goods are sold everywhere. Therefore, buyers know their average cost very well. And if you put a high price on, say, a well-known vodka, soda or juice, you will immediately acquire the image of an expensive store. Consumers will assume that all your other products are also expensive, warns Kira Kanayan. - But if you agree on the supply of high-quality products with some small factory from the province, then buyers will have nothing to compare with and you will be able to dictate your prices. You can earn good money on such goods. And well-known brands, by the way, are often more profitable to sell at low prices. This will create an image of a "cheap" store, attract additional customers and make a profit on other products.
But at the same time, you should be very careful with the prices of alcoholic beverages. If the vodka you sell turns out to be the cheapest in the area, then very soon a characteristic audience will begin to gather near your store. At first, the volume of trade may grow, but then it will sharply go down. Among your customers there will be fewer housewives and respectable couples who find it unpleasant to shop in the company of "drunks".
Any outlet can find its own zest by offering consumers a product that competitors do not have. A simple example. One small shop, located in a residential area of Moscow, allocated a whole showcase for cakes.
- Such a selection of cakes - about 20 items - cannot be found in any of the nearby stores, - says manager Konstantin Filyaev. – Therefore, all the locals come to us for sweets. And at the same time buy something else. This allows us to trade stably at any time of the year.
In distress and resentment
Very often, merchants cannot resist the temptation to put on the shelves as more items. Looks like you can sell something. As a result, the trading floor is cluttered with racks, refrigerated cabinets and chests. And in such close quarters, it becomes very inconvenient for visitors to make purchases.
How to determine if there is "excess" in the store shop equipment? To do this, it is necessary to calculate the coefficient of the installation area. It is defined as the ratio of the area occupied by the equipment to the total area of the trading floor.
Installed area coefficient = S of the installed area, m2 / S of the trading floor, m2
The optimal value of this coefficient is 0.25-0.35. If the resulting result exceeds this norm, then there is too much equipment in the store. And part of it is better to remove, abandoning some of the "extra" goods.
The best places for the best products
One of the most difficult tasks of merchandising is the correct placement of product groups on the trading floor and individual products on the shelves.
Most buyers are right-handed. Therefore, they start their inspection of the shelves on the right side and go around the store counterclockwise. Thus, the right side of the store turns out to be a more attractive area for customers than the left. It is worth placing the most popular products in it. In a small trade pavilion with an area of 10-15 sq. m "strong" is the right side of the central racks and showcases.
Other important questions. Which product should be given a good place? And what product can be "pushed" into the far corner?
“It all depends on the sales forecast,” says Ruben Kanayan. “For example, the Cheerful Milkman brand is expected to account for about 5% of all sales in the dairy department. This means that these products need to allocate about 5% of the total area in the shop windows.
The best products - both in terms of sales volume and profitability - should be in the best positions. But how to determine which product is more worthy? To do this, you need to find out what share in the total turnover is occupied by one or another commodity group. Then add up the length of all the shelves in the store. And calculate how much space in percentage terms falls on a particular product. If, for example, ketchups and sauces occupy 6% of all shelves, and their share in the turnover is only 2%, then it is necessary to reduce the display of this group. And put some other product in the vacant place.
However, if it turns out that some product brings more profit than others, you should not increase its share on the shelves several times by narrowing the range of other brands. For example, if expensive J7 juice brings a good profit, you should not occupy the entire shelf with it, completely removing the cheaper Orchard. After all, the store can lose customers who prefer less profitable products, which will inevitably lead to a decrease in income. In other words, having won on one product, you can lose much more in general.
Do not put cakes next to the herring!
When deciding where to place certain goods (bread, dairy products, gastronomy, etc.), you need to consider a number of important subtleties.
- Products of the same group must be in the same place. For example, if you are trading drinking water, then the entire range should be presented in the department soft drinks. Even if there is special water for children on sale, you should not put it next to baby food. After all, most buyers will still look for different sweet pops in the "juice-water" department.
However, if the area allows, then you can create additional points of sale. For example, in summer, several types of juices and water can be sold in all departments. The demand for drinks in the hot season is growing, and this technique allows you to increase turnover.
- Place "like with like" - liquids next to liquids, frozen foods next to frozen ones.
- Follow the "appetizing neighborhood" rule. Imagine that a person came to the store for marshmallows. He may refuse to buy if sweets flaunt on the same shelf with smoked herring or spicy Korean carrots. For the same reason, you should not put shrimp and frozen cakes in the same refrigerator.
- Place items that are commonly used together side by side. For tea, it is appropriate to offer cookies and sweets. For beer - chips, salted nuts and dried fish. And, for example, in the meat department it is logical to present a wide range of seasonings. If a person buys meat, then perhaps they need more pepper or lavrushka, and it would be very appropriate to remind him of this.
- In small stores, it is better to group goods not by brand, but by type. For example, the store has a department of household chemicals. In one row on the shelf it is necessary to put all the dishwashing detergents with the corresponding sign-pointer. In the other, oven cleaners, in the third, carpet cleaners, etc. And then it will be easy for customers to choose the right thing.
- Can be taken away permanent place for goods sold at low prices. Designate these sections on the windows with signs "New" or "Product of the day (week, month)". Try to make sure that people know that in your store they will always see something new or buy desired product cheaper than elsewhere.
The best shelf
The most winning shelves are those located at eye level. Therefore, the central part of the rack attracts the buyer's eye the most. And it is here that the best-selling goods or those that the merchant wants to make such should be located.
For the same reason, goods for children (lollipops, chocolate eggs with a toy, etc.) should be placed at the level of the child's face and outstretched arm.
The cheapest and most bulky products should be laid out on the lower shelves, for example, cereals packaged directly in the store. The purchase of such goods is usually planned in advance. Therefore, people who need the same cereal will find it on the bottom shelf. And on the lowest shelf, which practically does not fall into the field of view of buyers, you can place inventory.
The top shelf is also not the best place. As a rule, the goods that are located here are well seen only by men and women do not notice at all. This is due to the peculiarities of visual perception of different sexes. Men are used to looking into the distance. They are able to snatch out the necessary objects from afar with their eyes, but they do not notice well the products and things under their very noses. And women, on the contrary, entering the store, immediately stick to the shelves located at eye level and below, and rarely raise them "to heaven." Therefore, on the top shelf, you should not lay out goods that are included in the main assortment.
Well, if you need to increase sales, do not hot goods? This also has its own tricks. For example, they can be placed among goods that are in steady demand. This technique is called "popularity borrowing".
And finally, one more recommendation. AT small shops, as a rule, a horizontal display of goods on the shelves is used, when the products of one group are lined up in a row. If space permits, pallets can be used instead of shelving to display goods. This is the name of special platforms designed for the storage and transportation of goods. You can put beer, low-alcohol cocktails, water, juices on them. In the view of buyers, such a layout is associated with a low price. Therefore, buyers willingly make purchases from a pallet.
Stock up and keep order
It is very important that showcases and racks are literally bursting with goods. The visitor must be sure that your store has everything he needs in abundance. Therefore, on the shelves can not be left free place, and the formed "holes" are instantly filled with new goods.
It also happens like this: there is a sample of goods in the window, and a piece of paper with the word "no" is attached to it. This is a very serious mistake! A day-weary customer who sees that you "don't" have either frozen cauliflower or empanadas is bound to get annoyed. And for sure he will think: “Is there anything here that I need?”.
In order not to lose face, it is necessary to schedule deliveries in such a way that there is a constant supply of the most popular goods or goods with which interruptions occur. Be sure to increase the supply of those products that are actively advertised on television and in the press. Usually during advertising campaigns the demand for them is growing exponentially.
And finally, the last rule of merchandising. After the store owner has placed all the goods in their places, he must demand strict adherence to established order from sellers.
“Very often, sellers lay out goods in such a way that it is convenient for them to get them,” Kira Kanayan notes. - And sometimes they move the not in demand, stale goods to the best place - so that it "leaves" as soon as possible. The owner of the store must constantly ensure that such errors are not made.
How to arrange price tags
- The price must be clearly marked and clearly visible. After all, it is the price that most often serves as a criterion on the basis of which the buyer makes a choice.
- The price tag should not cover the packaging. This is due to the fact that many buyers remember what the product they like looks like, but at the same time do not know how exactly it is called.
- Prices for products located nearby can vary greatly. Therefore, price tags should be located so that the buyer does not confuse one product with another. Otherwise, when paying at the cash desk, he will experience a lot of unpleasant emotions: from bewilderment to shame and discontent.
- Price tags should be written in legible, neat and beautiful handwriting.
- Price tags with information about similar products should have a single format.
In a conversation about how to increase revenue in a store, you should first deal with the factors influencing it.
There are many reasons that affect revenue of course, their nature and strength depends on the focus and activities of the business, so in reality they can vary slightly.
Nevertheless, it is possible to single out global factors with a single, universal model, suitable for the realities of the store's business processes.
For convenience, we divide them into 2 categories:
- internal;
- external.
The second group is rather exploratory in nature, helping to form an understanding of the external, superficial influence exerted by the state and society.
Particular attention should be paid to the first group, since the leader, who is responsible for the development of the store and, accordingly, the growth of the revenue itself, is able to independently form these factors.
Internal
Factors related to input resources:
- Capital investment.
- Equipment.
- Volume of human resources.
- Technology and know-how (eg self-service system, accessibility for the disabled).
Factors related to production processes– business structure:
- Personnel: career development, motivation, industrial relations training.
- Use of buildings and equipment, maintenance, development.
- Raw materials and energy carriers.
- Working methods.
- Organization systems and management style.
- Feedback: measurement, analysis.
Factors related to the sale of products:
- Volume of production (the number of products sold in general - the turnover of the store).
- Product range (breadth of product selection).
- After-sales service (retaining existing customers with low-cost operations - more on that below).
- Product price.
- Package.
- Technical excellence of products.
- Availability of goods at any time, in the right quantity.
- Warranty system.
- Market share.
- The image of the company in the eyes of consumers.
External
Business cycle and structural changes:
- Business conditions, competition.
- Structural shifts between sectors of the economy.
- Change in capital structure.
- Demographic and social changes.
Resources:
- Land: availability, price.
- Raw materials and energy carriers.
- Access to finance: external investment.
- Labor force: supply-demand ratio, education, flexibility, mobility.
Government policy:
- Fiscal and tax policy.
- Education and training of personnel (level of secondary, higher education).
- The policy of smoothing cycles (stabilization of the economy in the country).
- Business efficiency improvement policy (simplification of processes related to document flow and reporting).
- Structural change policy.
Ways to increase profitability
- Recalculation and optimization of input resources (raw materials, energy, employees)— reduction of unwanted, useless spending.
- Increase in the average check- this indicator is very important and easy to calculate - you need to divide the amount of purchases for a certain time by the number of checks. By changing it to positive side, you can significantly affect the revenue of the store as a whole and raise it. For this, the use of “cross-sell”, that is, cross-selling, when it is additionally proposed to take something else to the main choice, is suitable.
- Customer lifetime value (LTV)– moving away from the paradigm that many more new visitors will come to replace the old ones, focusing on cooperation with regular customers.
- Expansion of the assortment of the store (number of units of goods)- by pushing its boundaries, it becomes possible to hook as large an audience as possible.
- Product cost- providing the store with goods from manufacturers, dealers with more favorable conditions / discounts often allows you to increase revenue by reducing purchase costs.
How to increase the income of a grocery outlet?
And now, after getting acquainted with the bases that affect revenue, let's figure out how they should be used for the benefit of the store. Of all the options we will highlight the most significant and effective techniques and build a chain.
For clarity, let's choose a simple goal: to increase the revenue of an ordinary grocery store.
- Digitization of store results.
First of all, you need to understand why the revenue remains unshakable. Outstanding entrepreneurs in any situation recommend relying solely on real numbers, and visualize them, in turn, using simple and clear diagrams.
- Increase in attendance.
Effective ways to do this are ordinary discount cards and discounts - quite common for grocery stores a practice that allows you to increase revenue by increasing the flow of customers.
Thanks to the introduction of discount cards, customers will have a more positive attitude towards the store, preferring to make purchases with some savings on their money.
As for discounts, they can be organized within certain time intervals (for six months, a week, a month, a day, only in the morning or in the evening), among a specific segment of customers (housewives, pensioners, adherents of a healthy diet).
Reference: research conducted by psychologists suggests that the minimum discount threshold perceived by the audience is 15%. This must be kept in mind, as more austere numbers will go unappreciated.
- Increase in the average check.
- Duplication of the most popular product in additional points of sale of the store.
- Offering customers various bright little things in the checkout area, you can focus on creative packaging to manipulate the emotions of the buyer.
- Formation of ready-made kits from the most popular goods, or from leftovers that have been in stock for a long time.
- Integration of promotions: holding contests with nice gifts for those who collect the specified amount in their check.
- Saving resources.
To eliminate the leakage of money, it is possible to replace inefficient employees who do not benefit the company with more productive employees in the store. And sometimes it is more profitable to deal with employees one-time, and not to keep a specialist in the team who occasionally solves single tasks.
Another way to save money is to calculate the cost of rent, electricity and maintenance of a particular equipment and look for alternative options.
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