What is the average check for? Increase in the average check: your profit is not far off

Increasing monthly profits is a challenge that every entrepreneur sets for himself. It doesn't matter what he does. It can be a shop or a boutique, a cafe or a restaurant. But what is average check, a good owner should know. Moreover, it is his responsibility to convey this information to employees. Only in this way will you be able to build relationships with consumers in the most effective way.

Basics of trade

When starting a business, a person is very worried about profit. This is logical, because it now depends on her whether he can return the money invested and recoup his personal contribution. And sometimes from the very beginning, luck smiles, and customers come all the time. It would seem that success is assured. But gradually the revenue begins to decline. The buyer just got used to your services, and they ceased to be something special.

How to raise profit? Many will say that you just need to find new customers. Yes, due to this, you can increase sales, but how to achieve this? Usually, to implement such a scenario, huge investments in advertising are required. If the budget is already scheduled, then you will have to look for other methods. Here it is worth remembering what an average check is.

Definition

This variable is important for every entrepreneur. At the same time, you can easily calculate it yourself, without resorting to the help of economists. What is an average check? This is the average amount spent by each customer over a certain period of time. It can be a day, a week or a month. The formula is very simple, it's revenue divided by the number of checks.

Whatever period you take, the number will still be indicative. This is the average amount a customer leaves at the checkout. If you increase it, then the income will increase. Let's imagine that a supermarket serves five thousand customers a day. At the same time, the average check is 1 thousand rubles. If you increase each of them by 10 rubles, then the company will receive more profit by 50 thousand rubles. But this is just the price of chewing gum or similar trifles. You just need to find a way to convince the client that he needs it. Now we know what the average check is. How can it be increased?

Working in a supermarket

Each of us regularly makes purchases here and is well acquainted with the structure of these trading platforms. There are rows with products where sales assistants are on duty, as well as cash desks where you pay. You will see the form of the check already at the checkout, but while walking around the trading floor, you quite calmly fill the cart.

Store marketers take advantage of this by placing tempting discount offers, advertising posters and other material that encourages you to make purchases. What can be done here to increase the average check?

Possible options:

Pre-cash zone

And back to the practice of the supermarket. During a walk around the trading floor, you have chosen a product and come to the checkout. Notice how bright it is. Chewing gums, chocolates, cigarettes and other little things just hang around the cash register from all sides. Remember, the customer hasn't received the blank check yet. He can only guess the amount in his mind. And of course, while he is standing in line, the thought may well come to mind that it would be nice to buy a chocolate bar for a child. In this case, nothing critical happens, because the amount will increase slightly.

The next moment is the cashier himself. With learned words, she offers a package. Again taking care of you, and again the growth of the average bill. Seeing that you have bought tea, many will recommend fresh cookies that they brought recently. Etc.

Catering establishments

There are differences here, so we will single them out in a separate category. Sales volumes are equally important for restaurant owners. Therefore, they also do analytics and look for ways to increase profits. But the implementation of the plan will be somewhat different.

The average check in a restaurant can be calculated in several ways. Usually the calculation is done by dishes. As a result, the average check can be considered the cost of the main course, dessert and appetizers, excluding alcohol and drinks. But you can choose another way. For example, the average check can be considered the amount paid by the waiter to the cashier per day, divided by the number of guests served.

How can I increase it

There aren't many options here. Staff need to be trained to work with customers. Sales volumes directly depend on the quality of service. It is strictly forbidden to use rude methods of "sucking in" and deception. Your goal is to keep the customer's loyalty.

Nothing new has been invented here. To increase the average check, you need to sell items from the menu in addition to the general order or offer more expensive alternatives to the selected dishes. And this should happen unobtrusively, as a sincere manifestation of care. The waiter can remind you of bread or crackers for broth, a special sauce for meat, water or another drink.

Check increase methods

Marketers have not deduced the relationship between the average check and profit today, therefore the methods are not new either:

• Upselling - offering a more expensive alternative. For example, two guests order sushi each. Why not offer them a set that includes more flavors?
• Cross-selling is an expansion of the line of orders. Here the waiter has just endless scope for imagination. Guests can be offered sauces and gravies, salads and snacks, topping for ice cream, additional toppings for pizza.

Waiter job in a cafe

Here, customers are somewhat different from those who entered the restaurant. But even for them there are a sufficient number of techniques with which you can increase profits. The average bill in a cafe also depends on the quantity and cost of what visitors bought. There is a great way to sell more just by offering an aperitif. There is certain rules, according to which this can be done easily and naturally:

Instead of a conclusion

All these techniques work only in one case: if quality comes first. The products sold must be good, proven, otherwise you will lose a buyer. Food in a cafe should be tasty and of high quality. It is useless to try to increase the average check and save on such basic things.

When the customer has already arrived at the retail outlet, it is important to sell him as much of the necessary product as possible. However, the head of the store should first of all think about how to increase the average check in the store. He must know the main ways to achieve this goal and be able to implement them.

Principal schemes for increasing the average check

Techniques for increasing the average check work even in small stores. The main thing is to choose exactly those methods that will be effective for this outlet.

You can force the buyer to buy goods for a large amount in the following ways:

1. Sell ​​as a set or as a set.
2. Increase sales of key products.
3. Draw the attention of the buyer to related products.
4. Raise the average price of the product due to a more expensive assortment.
5. To lure the buyer with the upper "magnet".
6. Motivate and train employees to cross-sell and up-sell.

Each listed method of increasing the average check has its own implementation secrets, which will be discussed in more detail below.

Complex sales of goods

A person feels a stronger need for a product as part of a thematic composition. The mind displays not just a product, but its detailed images in a real setting. An example would be a set of beer and crackers, towels with shower gel, dresses with the perfect bag.

When forming and selling kits, the following rules must be observed:

1. A copy of the kit must be put on display so that every buyer can see it.
2. The price of the set should be slightly lower than the cost of the goods separately.
3. The package should include high-margin products that provide economic feasibility his sale.
4. To stimulate the desire to purchase a set, it is recommended to place it on a stand or a mannequin that evokes positive thematic associations.
5. Require sellers to inform buyers about the benefits of the kit, but without pressure to purchase it.
6. It is recommended to form a composition of 3-4 products.

Set sales are a passive way to increase the average check, so Special attention in its formation, it is necessary to pay attention to appearance.

In order to choose the right set of goods, it is necessary to determine the running positions and consider the possibility of combining them with other products.

How to Increase Sales of Essential Products

With daily purchases of bulk products, buyers almost always receive large quantity goods than ordered. If the seller weighs less, he will not satisfy the customer's need. But the excess weight is quite acceptable. The main thing is to ask the buyer whether such a volume will suit him.

When selling piece products, clothing, household goods, it is quite difficult to offer a client to buy more of a similar product. The following methods can help with this:

1. Thoughtful merchandising. It is important that the client, when visiting the store, pays attention to the maximum number of commodity items.
2. Make a discount when purchasing several similar products at once.
3. It is advisable not to offer the client to buy another dress or T-shirt, but only to inform him of such an opportunity with a discount. For example, say that 7 roses will look more beautiful than 5.
4. After the final choice by the client of the object of purchase, offer to consider additional options.
5. Attract customers with cheap promotional goods, while selling high-margin products at the same time.
6. Pack the goods in large packages.

An erroneous action when selling additional units of goods is pressure on the client. The seller thus experiences a strong fear of rejection, and the buyer rejects the offer due to the perceived psychological pressure. As a result, both feel awkward.

When offering a product, you can not ask closed questions, limiting the client to two answers: “yes” or “no”. It is better to simply inform the person about the possibility of an additional purchase, forcing him to think about the advisability of buying it on his own.

Promotion of the purchase of related products

When a customer comes to the store, he expects a certain purchase amount. However, psychologically, a person is ready to easily spend 20-25% more than planned. It is this gap that must be used to increase the amount of the average bill.

1. Place racks with inexpensive, but high-margin running products in the checkout area. It should be designed for maximum age coverage and suitable for both men and women.
2. Sellers should be engaged in upselling, not letting the buyer go only with the product for which he came to the store.
3. Popular seasonal goods are recommended to be placed in slides at the beginning of the trading area. Their price should be low, creating a sense of availability and other products.
4. Be sure to offer suitable accessories for each sold clothing: belts, brooches, earrings, socks, hats, etc. If you release the buyer without them, then he will buy them from competitors.
5. Do not ask closed questions like “Maybe you need a brooch?”, “Do you have a flashlight?”. It is recommended to simply inform the buyer about the available range of useful related products.
6. If the client wants to receive a discount, it is possible to agree on converting it into the purchase of a related product or service (for example, payment for delivery).
7. If the product has consumables, then you should immediately recommend purchasing several units of this product.
8. On the websites of online stores, when reading a block of information about a product, related products should fall into the scope of the client's view.
9. It is necessary to place related products on the shelves next to the related main products.
10. If the client refuses to pay for a branded product, you can offer a cheaper analogue and an additional accessory.

At first glance, selling inexpensive related products is quite easy, because the client is willing to part with the money to purchase it.

However, it is likely that such goods have already been purchased earlier, and the buyer does not need them. Therefore, initially it is necessary to identify the needs of a person in a related product and only then actively offer it.

Increase in the average cost of goods

There are two ways to increase the average cost of a purchased item item:

• increase markup;
• force the customer to buy a better and more expensive product.

The first method is quite dangerous, because it can scare away regular customers from the store in the long run. The second option to increase the average check is optimal.

But often more expensive products do not have advantages that can be determined at a glance. To lead the client to the need to purchase a premium product, the following conditions are required:

1. Availability of a line of similar products in different price categories
2. Conducting special training for sellers so that they can competently sell the "first price" product.
3. The seller must be personally interested in selling more expensive goods.
4. Expensive products should take the best place on shelves.
5. Design and appearance premium product should compare favorably with cheaper analogues. For example, the image on expensive TVs is specially made brighter and more saturated.
6. Before expanding the range due to expensive products, you should think about its demand among regular customers.
7. The description of an expensive item should be more detailed.

Techniques for shifting the focus of purchases to a more expensive segment are mainly organizational and do not require cash outlays. Practice shows that competent merchandising in combination with trained salespeople gives an increase in turnover. retail by about 20%. Therefore, the task of the business leader is to realize this potential in his store.

Formation of the upper "magnet"

Quite often in construction stores you can find the ad "When buying xxxx rubles - delivery is free!". Instead of delivery, it may offer a discount, gift or additional service. Thus, a “magnet” is placed in front of a person - a lure that offers bonuses when the purchase amount reaches certain value. This the simplest circuit increase in the average check is available for each store.

Those outlets, who are seriously engaged, have the opportunity to increase sales even more. The transition to by contributed to the spread of special.

When introducing discount cards, the store management gets the opportunity to see the average check of each customer separately. This allows you to automatically generate custom size"magnet", increasing it from month to month. As a result, in a year, each customer will purchase products in the store for the maximum possible amount.

It should be remembered that the size of the bait must be constantly adjusted to account for the ease of reaching it by buyers.

Motivating employees to sell

Retailers are increasingly tying seller bonuses to average check. If , you can easily track this indicator for each employee in personal account OFD. The optimal level of dependence of the premium on the amount of one sale is 70%.

This method can be applied even in small grocery stores, where upselling is maximally dependent on the desire and skill of the seller. Encourage employees to sell as much as possible more items one buyer in the following ways:

1. Additionally reward for each check above a certain limit.
2. Use methods of non-material motivation: diplomas, cups and other honors for the best sellers.
3. Send employees to special trainings to increase the level of retail sales.
4. Give sellers the opportunity to provide bonuses to customers who make large purchases.

When incentivizing upsells, it is important to ensure that the employees being rewarded do not get stuck in a financial comfort zone. In this case, they will not have the desire to strive for a larger average check.

Almost all effective methods increases in the average check in the store are known. In addition to the willful decision of the management, their implementation requires minimal cost for employee training and merchandiser services. Therefore, if you want to increase sales by 30-50%, you can already now begin to implement the described techniques into practice.

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The first thought that comes to the mind of an entrepreneur who wants to increase sales, is an increase in the number of visitors. However, this option is as obvious as it is expensive. It involves a significant investment in advertising. Unfortunately, if the company does not have a serious budget, then you can forget about such an undertaking.

Today, every business owner can increase their income with a more efficient approach. It consists in increasing the average check. This indicator is calculated as the average amount of a customer's check for a fixed period. If you do not know how to increase this indicator, then get acquainted with several of the most productive ways.

Four ways to increase the average check

1. To increase the average check, attract a customer to the store with cheap goods, but always try to sell more expensive ones:

• The seller should gradually switch the attention of buyers from a cheap product to a more expensive one, so the company should develop a product line of different price categories– from cheap to expensive;
• Sellers should be financially motivated to sell more expensive goods, so you need to introduce special incentive bonuses;
• So that sellers do not forget to offer more expensive goods each time, they should have a reminder in front of their eyes. You can make it right on the price tag, marking similar products of a higher cost.

EXAMPLE: An advertisement for flip charts for trainings indicates low price(on a regular board without additional options). Subsequently, the client is offered to choose a more advanced and convenient model - on wheels, made of light alloy, compact, special coating etc. As a rule, the choice falls on a more expensive, but advanced version of the product.

RESULT: On average, 30% of buyers agree to purchase a product that is more expensive, but more attractive, if it is offered to them.

2. The increase in the average check will be affected by the inclusion of cheap goods with a large margin in the assortment

It is easy and pleasant to offer cheaper products, so there is no need to additionally stimulate sellers - it is enough to include these products in the assortment.

EXAMPLE: Many Chinese goods are cheaper than their Russian counterparts, but trade margin on them can reach the maximum mark (example - compatible cartridges for printers).

RESULT: First, cheap goods will attract consumers to the store, who will eventually buy a more expensive product. Second, selling cheap products at high mark-ups can help keep profits during periods when buyers are different reasons start saving.

3. You can easily achieve an increase in the average check if you offer related products for any purchase

To start selling related products, you need to perform several actions:

• Determine which products can be considered related to specific products;
• Write a tip for sellers. It should list the main advantages of all products, the reasons that encourage buyers to purchase something extra, as well as more expensive and cheaper analogues of the product;
• Ensure the availability of a hint document for each seller (usually a hint is printed on the back of promotional materials at the checkout);
• Involve customers in monitoring the work of sellers. To do this, it is worth hanging noticeable signs: “If, when buying product N, the seller did not offer you to familiarize yourself with product M, you are entitled to a gift!”.

EXAMPLE: A tie in addition to a shirt, a purse in addition to a bag, etc.

RESULT: On average, 25% of buyers respond to an offer to buy related products. Profit will grow by 10-15%.

4. Don't know how to increase the average check? Don't leave a client empty-handed!

If the customer is already leaving the store without a purchase, at the exit the seller can make him an offer that is hard to refuse: buy a product at a special price. In large stores, this function is performed by sales tables and advertising posters, which are clearly visible only to those leaving.

EXAMPLE: Top Shop stores have hangers at the exit with bargain prices, while Zara stores have sales tables with lots of discounted items.

RESULT: Of course, sales cannot bring a lot of profit, but they give a chance to increase sales (increase the average check) in the future, namely:

• help to establish a trusting contact and leave a good impression with a new buyer;
• increase the conversion (that is, the number of store visitors who left it with a purchase);
• allow you to get the contact details of the client (when filling out the questionnaire in exchange for a discount or special offer);
• provide an opportunity to increase the volume of subsequent purchases that new customers will make (for this, marketing tools are used - promotional cards, certificates, coupons, etc.).

These four simple ways help increase the size of the average check and let you get more money from your clients.

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“Statistics knows everything” or “average temperature in the hospital” - in folk wisdom and in domestic literature, you can easily find others famous 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 the 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. Analysis of the dynamics of change in the average shows real place of all business on this moment and trends of its further development.

In fact, the average check 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 of navigation through the trading space and competent display of 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.

Used in trade and services modern programs accounting, 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 stock items. The program can split receipts by different groups, show the average difference in checks by amount, analyze the share of large or small purchases in the total mass.

If you have not yet registered an organization, then the easiest do it with online services, which will help you generate all the necessary documents for free: If you already have an organization, and you are thinking about how to facilitate and automate accounting and reporting, then the following online services come to the rescue, which will completely replace an accountant in your enterprise and save a lot money and time. All reporting is generated automatically, signed with an electronic signature and sent automatically online. It is ideal for an individual entrepreneur or LLC on the simplified tax system, UTII, PSN, TS, OSNO.
Everything happens in a few clicks, without queues and stress. Try it and you will be surprised how easy it got!

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 on increasing 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 - right job with staff. Financial motivation, clear knowledge of the range, 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:

To calculate the average check, the total value of the amount of purchases for the period should be divided by the number of checks issued for the same period. The higher the value obtained, the greater the value of the average check.

So how to increase the amount of the average check?

Method number 1. Additional sales

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

How it works?

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

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

Method number 2. Anchor effect

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

How it works?

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

Method number 3. Bigger Pack Benefits

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

How it works?

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

Method number 4. Bonuses

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

How it works?

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

Method number 5. Wrong math

This implies the holding of promotions "1 + 1 = 3", "2 + 1 = 4" or the sale of different products in sets, in which each component separately costs significantly more.

How it works?

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

Method number 6. Delivery is free

This method is often used when trading over the Internet.

How it works?

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

Method number 7. Proper display of goods

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

How it works?

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

Method number 8. Offer a cheaper product

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

How it works?

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

Method number 9. Discounts, promotions, sales

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

How it works?

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

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