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How to increase sales in a shopping center. Increasing sales in retail - secrets of success

Purchasing a product is a process that is subject to certain psychological stereotypes of customers. Some things are bought spontaneously (here a sudden inner impulse plays the dominant role), and some are bought only after a scrupulous analysis of the available information about the product.

Making plans

How to increase sales in retail store? This is a question that worries most retail managers. Unfortunately, a miracle cure has not yet been invented that will quickly and effectively raise revenue to the skies. On the path to increasing well-being, many difficulties will have to be overcome. And only you can decide whether you are able to carry out your plans.

Real steps

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

Ensuring a stable flow of customers and frequency of purchases.

Increasing the average bill, that is, selling goods for a larger amount.

Which path is better to follow? How to increase sales volumes as efficiently as possible? To answer these questions, we will consider each method separately.

Increase in the number of buyers

To make as few mistakes as possible when deciding to stick to this plan, you need to be a competent marketer. Special knowledge will help answer the question of how to increase sales volumes compared to the previous reporting period.

According to retail statistics, at least one in ten visitors will definitely buy something. Therefore, the more visitors, the more buyers. How to increase sales in a retail store?

The most effective options

Place all kinds of advertising materials on the so-called shopping path next to the outlet. To do this, it is necessary to determine where exactly the customer flow passes near the store. Advertising materials are designed to make people remember the existence of point of sale and visit her.

Distribute advertising information of an informational and stimulating nature. Decide which channel will be most suitable for disseminating information about your store - glossy magazines, radio, television, directories, advertising on the Internet, leaflets in mailboxes, etc.

The most advantageous option is considered to be the so-called cross-events. They are joint ventures with other companies promotions. The main goal is to attract as many clients as possible with the help of partner companies. As an example, we can cite the following event: a store selling perfumes and cosmetics distributes discount coupons in a nearby office center. The people who come to the store are the partner’s attracted clients. Another option is an event aimed at sharing streams. Thus, in a clothing store, customers are provided with bonuses for jewelry, and in a jewelry store, the opposite is true. Such cross-promotions make it possible to increase sales in a retail store while spending a minimal amount of money on these purposes. At the same time, the most loyal audience is reached.

Place advertising at the boundaries of the outlet's coverage. It is no secret that each store has its own reach of customers, that is, people who are ready to go or go there to purchase the necessary goods. For example, a grocery mini-market has a shopping area limited to a couple of residential buildings, since few people would dare to take a half-hour walk to buy matches or salt. If we consider a large store household appliances, then we can talk about the whole region. The “warmest” circle will be made up of customers living closest to a given retail outlet. The working coverage is average in terms of “warmth”, located a few stops from the store. This is where the bulk of potential buyers are concentrated. It is on the border of this circle that advertising of the outlet should be placed. This option will allow you to expand the coverage of territories step by step.

Increased number of purchases

Here, thoughtful work with the existing customer base comes first. This entire array can be divided into regulars, the bulk and the so-called ballast. Let's take a closer look at these types:

Regulars are active and extremely loyal customers. The share of such clients should ideally be from 20 to 40% of the total audience.

The bulk. These people visit the store from time to time; they are capable of “treason” if, for example, there is a sale at another outlet.

- “Ballast”. Customers who are outside the store’s target audience or visitors make up this layer.

If you are wondering how to increase sales in a retail store, you should work most closely with the second type of customer. Professionals know that it costs less to retain customers than to attract new customers. It's time to launch a loyalty program, which is a system of events aimed at encouraging and retaining customers. An important rule: 80% of profits come from 20% of buyers.

The loyalty program has several strategic goals:

Stimulation of regular customer requests;

Increasing the amount and frequency of purchases;

Building a client database;

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

Attracting new customers.

The mechanisms of cumulative discounts and bonuses work very effectively.

Increasing point of sale conversion

How to increase sales in a retail store, taking this indicator into account? Firstly, we note that conversion refers to the ratio of those who purchased to those who visited. It is quite natural to strive to ensure 100% conversion. However, even 50% will be acceptable.

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

Increasing the average amount per check

To increase this indicator, you can sell either an expensive product or more units of a cheap product. The second option is considered the simplest. What steps to take in this case?

Proper duplication of the most popular products at additional points, filling the checkout area with useful little things, and displaying them in sets will help achieve the goal. Equally important is constant work with staff: trainings, seminars, lectures, etc.

Above was presented general information. Now let's look at how to apply the acquired knowledge in certain areas.

Simple tricks will help you understand how to increase wholesale sales or succeed in retail trade. Strive to ensure that every step you take is aimed at improving the quality of services and creating a good image of the company.

Floristic business

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

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

Formation of a client base. Try to get contact information for each buyer. Hold lotteries. For example, every person who buys a bouquet before a certain date gets a chance to win ten thousand rubles towards the purchase of flowers.

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

Anticipating customer expectations. Presenting cute trinkets with purchases is very effective in this regard. Successful example one of the flower salons: on Valentine's Day, store employees released butterflies, which delighted all customers.

Second hand

In order to succeed in this business, it is very important to choose the right location for the outlet. To sell used items, it is not at all necessary to rent space in elite business centers. A place in a residential area or near a market is quite suitable.

How to increase second-hand sales by using an air freshener? In fact, this household chemical product can help create a positive image of the company. The fact is that all second-hand goods are disinfected with a special gas before being sent from Europe. Such chemicals have an extremely unpleasant odor. That's why a couple of cans of air freshener will come in handy. In addition, it is important to ensure natural ventilation of the room.

Paradoxically, even a crisis plays a positive role in trade. It lies in increasing competition in the market, from which the buyer benefits.

How to make sure that the one who trades does not lose out? The conversation in the article will be about how to increase sales of a retail store.

Smart marketing is everything

Today, to attract customers it is no longer enough to open, put goods on the shelves and decorate the store entrance with balloons. In a modern city, a person will always find a point closer to home, work, or bus stop. But this is not enough for him.

The buyer will want to go where the sales methods are thought out taking into account his needs, where the goods are located conveniently and aesthetically, where, finally, there is a sufficient assortment.

It’s interesting, but such increased demands for trade are imposed even by those who traditionally stop by only for a bun and milk.

The manager’s task is precisely to force the buyer, in addition to that very bun, to buy a whole basket of other products in the store and thereby increase the total volume of purchases.

Planning other people's purchases

There is such a thing as guerrilla marketing in retail. Speaking in simple language, these are ways of influencing the buyer, the goal of which is to increase sales and the amount of the average check for each client.

And here other mechanisms are already at work, in addition to assortment and convenience. Proper distribution of assortment and turnover come to the fore.

And the same buyer who visits the store every day should not be able to grab a loaf of bread and a carton of milk on the go. Before reaching these shelves, he must walk past the display cases and, unnoticed, buy a whole basket of other goods.

Plus beautifully designed display windows, attractive display of goods and other stages of psychological influence on the buyer. The overall program is completed by background accompaniment: voiced announcements about certain products, promotions, and so on.

And at this stage of sales planning, the question arises: what is more important - increasing the number of new customers or retaining old ones? Perhaps the second one should be given priority: stimulating repeat visitors should be a top priority. For this, all known methods are used.

Monetary interest

In the first place in increasing sales, of course, is price incentives. This is not about winning the reputation of being the cheapest store at the expense of profitability. Today, such a cunning move as discounts is very popular in retail trade.

They come in two types. The first is the retail purchase and sale of goods of a seasonal nature or with an expiring shelf life. They require mandatory discounts in order to prevent large financial losses.

And secondly, to increase demand and increase the volume of purchased goods. Ultimately, losses from discounts become proportional to losses from long-term sales or loss of relevance of the product.

Another popular and attractive tool for increasing sales in retail stores is bonuses. Bonus programs may be different: two for the price of one, a discount when purchasing a certain amount, and so on.

There are other techniques for increasing sales in retail trade, for example, all kinds of promotions. And all these tools must be skillfully used by the store staff. And for this, employees must themselves be motivated: motivating staff depending on sales volume is of great importance.

Bonus cards

Incentive Methods retail sales products always operate flawlessly. These include the technique of attracting customers using bonus cards.

First of all, this is a tool that “fixes” the buyer in a given store: after all, he needs to quickly gain a certain number of points. He will monitor promotions and try to make purchases in this particular place.

In addition, people with experience in retail trade successfully use the gift system, when a client receives gifts for a purchase of a certain amount or for long-term use of the store’s services.

Another marketing technique in the same gift series is holiday promotions, special discounts and birthday gifts. In this case, the so-called “word of mouth” works great, and the interest of potential buyers of a store or retail chain naturally increases.

The same line includes such types of retail purchase and sale as “two goods - the third as a gift” and gift certificates. According to statistics, today many buyers, finding it difficult to choose a gift, prefer to give a certificate from a certain retail chain for a fixed amount.

Upsell

The principle of upselling in retail marketing rests entirely on the shoulders of store personnel. The question “anything else?” works not only in counter stores, but also in self-service supermarkets.

Methods of retail sales of goods in open display cases and independent selection do not exclude direct communication with the buyer. The responsibilities of sales consultants include stimulating the buyer so that he pays attention to other products.

They are especially advantageous in this regard when related groups of products are displayed on the counter. They allow you to remind the client that, for example, it is better to take a balm of the same series along with the shampoo, and a hair mask to accompany the balm.

The hob contains both utensils and care products. household appliances. The planning of the assortment and the placement of goods in the hall should be carried out precisely taking into account these features - the possibility of offering additional goods.

Trifles in trading

Bright price tags with the inscriptions “Best Seller”, “Two for the Price of One” and the like look attractive in a retail store. When a person sees them, he doesn’t think that he doesn’t need this product. And usually profitability takes over, increasing sales in a retail store. Cashiers are also responsible for their sales stage and often offer small “penny” goods instead of change.

As a result, you can increase sales in retail with the help of many existing ones. And every owner trading business There are always your own methods of planning and stimulating sales.

Flexibility in choosing strategies is the main tool for success in retail.

What else can you do? There is one more unobvious thing:

Do you want to increase sales of your products or services?

There are two news: good and bad.

The good news is that after reading this article you will learn 3 fundamental secrets to increasing sales.

The bad news is 90% of people won't use it these secrets. Not because they are worthless or difficult to implement. No. Just people in an eternal search for magic buttons, magic pills and universal life hacks.

100 tips for a sales manager
100 objections. Business and sales
111 ways to increase sales without increasing costs
Dealing with objections. 200 sales techniques for cold calling and personal meetings.

I'm not against books like this. Most of them may even be useful. BUT! They can only be useful as a supplement.

The sales system itself must be built on unshakable foundations. Like a house on a strong foundation.

In this article you will learn about how to increase sales by building a system that works:

In any market
In any conditions
For any product (product, service, education, software).

For simplicity, in the examples I will use the word “product”. By this I mean services, software, and educational products.

Secret No. 1. Low entrance fee

We can look at the relationship between seller and buyer through the lens relationships between ordinary people. For example, men and women.

Let's imagine that a young man comes up to a girl completely unfamiliar to him and says: “Will you marry me?”

IN best case scenario they will laugh at him. Why should a girl marry the first person she meets?

But most companies build sales this way. They immediately invite the person to go to very serious step: make a purchase for an impressive amount.

Someone might object:

"But the potential customer knows that they have a need. And they also know that our product can satisfy that need."

Let's go back to the example human relations. Imagine that a young man approaches a girl and this time operates with the following:

“You don’t have a wedding ring on your hand. This means you are unmarried. You look 20-25 years old. At this age, 90% of girls want to get married. So, maybe you don’t mind if you and I get married?”

Just because a guy knows about a girl’s desire does not mean that she will want to marry him. And even if he wants to, it’s definitely not at the first meeting.

The presence of a product does not mean that a potential client will want to buy it from you. And even if he wants to, it’s unlikely at the first meeting.

But how do ordinary human relationships work?

Usually a guy invites a girl for a cup of coffee. A cup of coffee is absolutely small commitment which is easy to agree to (unlike marriage).

If everything goes smoothly at the first meeting, then the guy can invite the girl to lunch, dinner, and so on.

The easiest way to increase sales for your company will be if in the first step you offer small micro-commitment. Having made this micro-commitment, the potential client will be satisfied and will look forward to further, more serious proposals from you.

The entrance ticket can be either paid or free.

A free entrance ticket can be any lead magnet – a piece of very useful information. For example, for an online cosmetics store, a good lead magnet would be the PDF brochure “5 Rules for caring for oily skin.”

After reading this brochure, a potential client:

Will receive value from you in the form of useful information
He will begin to trust you, because after reading the information from the lead magnet, he will be convinced of your competence
Finds out what skin care products he needs and where it is more profitable to buy them (from you).

A paid entry ticket can be a product sold at cost or even free (with delivery charges). For example:

With the admission ticket we get two very important benefits.

First of all, we convert as possible more people from just “passers-by” to clients. Why is this important? Because it is much easier to sell to an existing client than to someone who sees us for the first time.

Secondly, with a small micro-commitment, we evoke two of the most important feelings in a potential client: trust and gratitude.

Many companies know the importance of trust. This is why they love to show reviews and cases.

But many people forget about gratitude. But this is a very powerful weapon...

Robert Cialdini

The first rule of influence is gratitude.

In simple words, people feel obligated to those who give them something. gave first.

If a friend invites you over, you will feel obligated to invite him back.

If a colleague does you a favor, you feel like you owe him a favor in return.

In context social relations people are more likely to say yes to those to whom they owe something.

The effect of the “Law of Gratitude” can be clearly seen in a series of experiments, spent in restaurants.

On your last visit to a restaurant, the waiter may have given you a small gift in the form of chewing gum, a mint, or a fortune cookie. This is usually done when the bill arrives.

So, will giving a mint affect how much you tip? Most will say no. But in fact, this small gift, like a mint candy can change everything.

According to research, giving one mint to a guest at the end of a meal increases the average tip 3%.

Interestingly, if you increase the size of the gift and give two mints instead of one, the tip does not double. They quadruples in size- up to 14%.

But perhaps the most interesting thing is that if the waiter gives only one piece of candy, he turns around and starts to leave, then pauses, comes back and says:

“But for you wonderful people, here’s an extra piece of candy,” then the tip just skyrockets.

On average, tips increase by 23% not due to the number of gifts, but due to the fact how they were handed over.

Thus, for effective use"Law of Gratitude" you must be the first who gives...and make sure that the gift is personalized and unexpected.

As I said, using the Law of Gratitude can be a powerful weapon. For example, major drug trafficker Pablo Escobar used the “Law of Gratitude” for his own purposes.

He built houses and provided food for the poor people. In response, they undertook to protect him, carry out his instructions and were literally ready to die for him.

Request!

If you are selling something illegal, harmful, immoral or useless, please do not read further. I don't want to see good marketing used for bad purposes. Also, no amount of marketing will help if you have a bad product.

Simply implementing a cool entry ticket can double your sales. And you no longer need to look for 100,500 ways to increase sales.

What entry ticket can you use to increase sales of your business?

If you sell products it could be:

Lead magnet (a piece of valuable information: PDF report, price list, e-book)
Small free gift
Coupon
Discount
Sample

Here is an example of the discount that Godaddy provides for purchasing a domain (1st year):

We see that at first Godaddy gives away the domain 8 times cheaper (payment for the second year):

A huge discount is the entry ticket to this domain registrar.

TOak increase sales of services? Use the following entrance tickets:

Leadmagnet
Service at a very low price
Consultation

For example, on the website kwork.ru almost all services cost 500 rubles (a good entrance ticket):

If you sell software, The entrance ticket can be:

Trial period
Demo version
Product demonstration video
Consultation

For example, one of the most expensive email messaging services, ExpertSender, offers a live demonstration of the program as an entrance ticket:

They don’t even show rates on the website, but use a price list in the form of a lead magnet:

If you sell educational products, your ticket of entry might be:

I would like to point out that implementing an admission ticket increases your company's sales, but does not necessarily increase its income. Because income and sales often do not correlate with each other.

But how to increase the company's sales increase its profitability? Secret number 2 will help with this...

Secret No. 2. Expand your product line

Since you won't get rich by selling admission tickets, you need to offer other products to your customers. For example, when purchasing a domain, you will also be offered the option of protecting contact information:

professional mail:

and similar domains:

When purchasing a service on Kwork, you will also be offered additional options (urgent execution, additional edits):

Big companies like Apple, McDonalds, Amazon do the same thing...

Did you know that selling a burger for 2 dollars 9 cents McDonald's makes money only 18 cents? This is because every client costs this company V 1 dollar 91 cents:

$2.09 - $1.91 = $0.18

But how does McDonald's make money then?

On Coca-Cola and French fries. Together they bring $1.14 (profit growth 6.3 times). As you can see, a competent product line can increase profits significantly.

On the iHerb website, additional products are sold using the “Frequently purchased with this product” widget:

Want to know how increase product salesas quickly as possible? Just offer the customer related products when placing an order. You'll find that increasing product sales has never been easier.

Companies spend the most money on attracting customers. Therefore, each upsell For existing customers, each additional option or product increases profits incredibly.

If we talk about methods increasing sales and profits– a large product line without competition. And developing it is not that difficult.

In your business you can:

Come up with a new product.
Make a premium version of an existing product.
Combine several products and make a set.
Create a subscription.

Easiest to implement premium version existing product and set of products.

For premium version you can add additional features, extended support, and so on.

Sets products are good because it is more profitable for the client to buy it than each product separately. For example, you have three products for $500. You create a set and sell it for $1000 (instead of $1500).

Subscription is one of the best monetization options since the client pays you on a regular basis. For example, if you have a car wash, you can launch a subscription: an unlimited number of car washes for 1,000 rubles per month.

There are companies that combine subscriptions and product bundles. For example, the streaming company DAZN has revolutionized the world of sports broadcasting.

If previously boxing fans had to pay a TV channel $65 to watch one interesting boxing event (PPV), now they can pay the streaming service $10 a month and watch all sporting events for 30 days.

Total value of products from the last box is 8428 rubles. But you get it all for only 1400 rubles.

Why is the company taking this step? For what is now they have a guarantee what you will pay every month. You can also buy other products from them that are not included in the sets (Law of Gratitude).

If you're looking for creative ideas to increase sales, consider expanding your product line. Sets, subscriptions, passes, premium packages - there are more than enough options.

Secret No. 3. Return track

The reality is that not all potential clients will sign up for your entry ticket. Not everyone will buy the main and related products. Therefore, it is very important to have a return path.

Increasing company sales through a return track is one of the most underestimated opportunities.

The return path is clearly defined scenarios for the return of potential clients to purchase your products. If they have already purchased, we use the return track to encourage repeat purchases.

To implement a return track we can use:

People often ask whether promotions can be used to increase sales. Stocks are another tool return tracks. Use them wisely and you can significantly increase your sales.

Better yet, stop looking for different tricks to increase sales. If you want long term growth, use the basics which you have just learned about.

How to implement all this in your business? I prepared it especially for you premium video “One-page sales system”. After watching it, you will get a clear plan to increase sales in your business.

Business must make a profit. The main indicator successful development is growing profitability. How to increase sales in a retail store when the market is oversaturated with products and competitors? These days, this question is relevant for both beginners and experienced entrepreneurs. There are many tools and ways to influence income growth; we will look at the most effective ones.

How to increase sales in retail

Each business is unique in its own way; the peculiarity of retail trade is the sale of goods by the piece. The clients of such stores are ordinary people. This is the only resource on which all attention should be focused. Based on needs ordinary person, business strategies are built and events are organized to increase sales in retail trade. The seller’s task is to deliver the goods and sell them competently. Helps to learn about consumer needs and preferences marketing technologies. They are also effective in selling goods. Before implementing techniques to increase profitability, it is important to find out what went wrong and why sales are declining.

Such an analysis will help solve many problems.

Conditions and factors affecting profitability

External factors can reduce the profitability of a retail store: economic and political crises, weather disasters, etc. People cannot change these circumstances, but there are other reasons that reduce profitability. Many of them arise due to the fault of store owners. Errors are caused by short-sightedness and passivity of management, the presence of competitors, irrational use of premises and lack of transport links. There are many negative factors, but most often income falls for the following reasons:

inexpressive design;
insufficient or too wide range;
poor quality service.

Solving the identified problems guarantees good results and returns. You no longer have to think about how to increase sales in the store and “survive” among competitors. Success comes to those who act rather than wait. As for the buyer, his attention needs to be won. Nowadays, it is not enough to simply sell a quality product. People go and return to places where shopping is pleasant.

About buyers and ways to attract clients

The modern buyer is very demanding. Preferences depend on impressions and the more pleasant emotions and reviews, the higher the likelihood that they will return to your store to spend money. The buyer is pleased to come to a cozy room, communicate with polite sellers, see attractive prices and participate in interesting promotions. All these points have a significant impact on increasing retail sales and have a positive impact on income growth.

Many people know that it is necessary to work with the client base, but how to do it correctly? To begin with, it is important to analyze the traffic and identify those people who are really ready and will make purchases in your store. Regular customers should become favorite customers. These people should be appreciated, pleased with new products, and pampered with discounts. They tend to be active and loyal, know about your store and visit it often. Even if they just came in and didn’t buy anything, they should be greeted and seen off in a friendly manner. If you need to buy something, your regular customer will be the first to visit your store.

For casual visitors, it doesn’t matter which store to leave money in. They go for the assortment, prices and convenience of shopping, they love sales and promotions. Among the random buyers there are many visitors and this is definitely not yours target audience. In any case, they should not be ignored. The service should always be excellent, and everyone who enters your store should leave it happy.

Customer Retention

Customers can be lured away from competitors. You can entice with a price or offer a new one, unusual product. There are many marketing tricks, but there is a rule in trade that has been tested in all areas: retaining customers is easier and cheaper than finding and attracting new ones.

Can be held in different ways. Most of them are based on attention and special treatment of each customer. In retail, a personalized approach works very well. Make your visitor feel welcome and special. Give souvenirs, congratulate you on the holidays via SMS or email, make a birthday gift, thank you for your purchase. All these signs of attention will be appreciated and will have a positive impact on sales.

If you sell clothes, you can stimulate sales. When reducing prices, be sure to justify this action. The buyer must be aware of the nuances, otherwise he will think that they are trying to push a defective or low-quality product onto him. When looking for a solution to the question of how to improve trade in a clothing store, it is better to immediately eliminate deceptive ways. There is a risk of losing regular customers and face the problem of finding new ones. Approaches must be fair. By the way, this rule also applies to advertising companies.

Advertising opportunities for retail stores

You need to advertise yourself when you have something to offer, otherwise the investment will be pointless. If you are sure that the assortment is complete and worthy of customer demand, start planning promotional events. It all depends on financial capabilities. No matter how much you're willing and able to put together, advertising should inform and stimulate. On the retail market vital role emotions play.

The audience must be captured, interested and captivated.

How to improve sales in a clothing store

There are many ways, we will highlight the most common and effective marketing communications:

social media;
radio and television;
printed materials: booklets, leaflets, stickers, etc.
pillars, bright signs, banners;
regular customer cards: bonus, privileged, savings;
public events with the participation of animators.

This list can be continued, since the possibilities advertising market not limited. For the sake of unique PR, many store owners are willing to spend a lot of money. A well-organized advertising campaign increases entrepreneurs' chances of success, but How to increase sales in retail if advertising turns out to be ineffective? This, unfortunately, happens often. The money is spent, but the expected influx into the store is not observed. There may be several reasons: the wrong location was chosen, the assortment was not in demand, advertising texts and videos are unattractive and do not call for action, excessive intrusiveness of advertising. The latter, by the way, causes irritation and can scare away the buyer.

Effective advertising

To avoid these mistakes and unjustified investments, you need to act carefully and take into account the needs of exclusively your consumer living next to the outlet. Flyers in elevators, roadside banners, tenders and promotions in the store work well. This concentration allows you to “bind” the buyer and make sure that he returns only to you for purchases. Stimulation should be constant, but do not overdo it in your desire to “feed” clients. When making discounts, keep in mind that some buyers get used to it. They come, look and don’t buy, waiting for the price to drop.

What does the force of attraction of a store depend on? Design and assortment

Increasing sales directly depends on image. A visit to the store leaves different impressions; the better they are, the more often and more people will buy from you. Beautiful design, availability of goods, high-quality assortment - all these are the main components of a favorable image. Excessive pathos can be off-putting, at least that’s what every third buyer thinks. People are simply afraid to enter such stores, initially assuming that everything there is expensive.

For display of goods and window dressing often attract designers and merchandisers. If you have a modest budget, you don’t have to spend money on these services. Having studied the nuances, you can organize everything on your own. Look at your store from the outside, through the eyes of the buyer. Unattractiveness and inexpressiveness are always repulsive; visitors will simply pass by. They need to be interested by playing on their curiosity.

Product layout rules

There are certain rules, following which you can positively influence the increase in sales in a retail store:

The display of goods should be clear and accessible so that you can touch, smell, and turn them in your hands. In retail, the arm's length rule applies. The client takes the product that he can easily reach. If a product is above or below the designated zone, it will be ignored.
The buyer must understand the logic of placement, quickly navigate, move easily and find what he needs. Many people are afraid of lack of system. The product must be distributed by groups, sets or brands.
Themes for decoration should be relevant, and the windows should demonstrate your product. If you sell clothes, the perception needs to be refreshed by rearranging and updating mannequins. This is a very effective measure in solving the problem of how to increase sales in a clothing store. People often buy exactly what they liked on the mannequin. If these are counters, everything should lie beautifully. Consider quality signage. Let it be bright and informative, and don’t experiment with fonts; the names should be readable.
Maintain cleanliness and temperature. The client will not linger in a store where it is hot or cold. The temperature should be comfortable and the cleanliness impeccable. No dust or unpleasant odors.
It has been proven that customers stay longer in a store where neutral, quiet music is playing. A nice little thing can inspire an unplanned purchase and increase traffic.
Prices, especially low ones, should be visible and true. Don't deceive the buyer. Having realized that they have been fooled and that the prices on display and mannequins differ from the cost of goods on the shelves, they will no longer come to your store.
Store doors must always be open.

Reasons for declining sales

If your customers don't return to you, the reason may be due to insufficient assortment. Compare yourself to your main competitors. Talk to customers and find out what they want to see on the shelves. The circle of buyers is formed gradually, but it depends on you how attractive and walkable your store will become.
The reason for the decline in sales is often too large a range. Finding what you need becomes problematic. The buyer will be confused and leave without purchasing.

You need to sell what is being sold, but if some product was quickly sold,
no need to buy the same thing. Surprise with new products, this is the perfect way out. At least, this is what those who managed to solve the problem of how to increase sales in a clothing store and avoid financial losses think. The sale of related products is very effective. You can offer a bracelet for a dress, a scarf for a coat, a belt for trousers. A stand with discounted goods works well. Many find it difficult to resist the temptation to buy something in this price category.

Sales are an unpredictable business. If a product gets stuck in warehouses and gathers dust on the shelves, you can think about changing the assortment. Analysis of sales dynamics and prompt response to changes in demand helps increase profitability.

Personnel issue

The success of any business depends on the quality of service, namely on the seller selling the product. How to increase sales in a retail store if the salesperson does not have sufficient experience? Actually, this is not a problem. It is not difficult to teach skills; motivation and training help. In-house marketing is very important. An interesting pattern has been revealed: the higher the salary and better conditions labor, the more diligent the seller, and accordingly, the higher the sales.

The modern buyer does not just go to the store to buy something, it is important for him to enjoy the process itself. And the seller should help with this. A good employee is able to sell any product, but a bad employee will not sell even the highest quality one.

The seller's inability to start a dialogue is the main reason for ineffective trading. They write a lot and often about how to increase sales in a clothing store. Among the qualities necessary for a seller are the ability to resolve conflicts, smiling, competent speech, and knowledge of the assortment. All this is welcome, but there are human qualities that are very difficult to eradicate. According to surveys of buyers, the most repellent things are the arrogance, importunity and untidiness of the seller. If you have such an employee on your team, don’t waste time on re-education. Find another seller and teach him all the intricacies of trading.

Conclusions

For a customer to go to the store, you need to be not at the level of competitors, but higher and better. Analyze your work, look for weaknesses, work on mistakes and use all the wonders of your ingenuity. This is the only way to achieve increased sales in retail trade. Uniqueness must be in everything: product, price, service. Profitable business- this is, first of all, the use of all necessary resources, material and intangible.

Unfortunately, a universal way to increase profitability has not yet been invented, but there is certain rules and approaches, following which you can achieve good results.

To increase sales in retail, first of all, it is important to understand what this indicator depends on. The main factors that influence the volume of revenue in a retail store are the following:

incoming flow (number of visitors);
average bill;
repeat sales;
conversion.

It is worth paying attention to each of these points and identifying ways in which you can change its value to a greater extent.

Increasing the flow of customers: the most effective measures

1. “Correct” advertising. Regardless of what type of advertising you use (flyers, banners or something else), you need to pay attention to both the design and content of the promotional products. To be as effective as possible, advertising must include:

Promotional offer. This is the most important element that you should immediately pay attention to potential buyer. Therefore, it is highlighted in large font and bright color. For example, “Sales of used cars.”
"Magnets". Increase the client’s interest in your offer, for example, a 20% discount, free shipping and so on.
Advertising text. It should be easy to understand so that the client does not get confused, even if he is thinking about some of his problems. Try not to use the particle “not” - it is better if the text is written in the most positive way possible.

2. You can place advertising materials on the boundaries of the “warm zone” of the store. Each retail outlet has a coverage area, for example, your and nearby neighborhoods - it is unlikely that people will come to you for cookies or vegetables from the other end of the city. However, this zone can be somewhat expanded if you use advertising at its very borders.

On the other hand, if you have products that cannot be found anywhere else, then this provides an opportunity to attract customers from further afield.

3. Well, you have to be different somehow!

In order for customers to want to visit your establishment, you must have something unique. If you run a café, offer a free scone with your coffee at certain times of the day or a discount on a set lunch. Grocery store can apply big discounts on certain products and advertise this on banners and billboards located throughout the city, a cosmetics store can give a gift to every 10th customer, etc.

4. Cooperation with other companies. For example, let's say you sell sportswear. Enter into an agreement with a sports club that will issue flyers for your products. And you, in turn, can give out coupons to visitors for shoes from a nearby shoe store. As in wholesale trade, and in retail, a proven rule applies: people need to look at the product with their own eyes and even touch it. Therefore, it is important to take part in fairs, exhibitions and sales, and organize tastings.

Increased conversion

Conversion- this is the ratio of the number of people who came to you and bought the product to total number visitors.

Ways to increase conversion:

Use POS materials and unusual price tags. An important point One thing that is often forgotten is that advertising should be present inside the store as well. All kinds of stickers, signs, stands will attract the buyer’s attention to some promotional product or new product, and will help visitors navigate among the numerous trade stands. When it comes to price tags, they can come in all sorts of shapes, colors and sizes - it's worth experimenting with and eventually you'll figure out which types of price tags are most effective.
Temperature, lighting, music. The more comfortable it is for customers to be in your store, the longer they will stay there, and, accordingly, the more they will buy. You should be cool in the summer. But you shouldn’t set up an icebox in the store, otherwise mothers and children will definitely stop coming to you. Choose pleasant music, not too energetic, but not soporific. As for lighting, there is no need to skimp on it, because customers should see in detail everything that is on display, and products look more attractive and colorful with good lighting.
Proper merchandising(product display). Merchandising serves two purposes: firstly, the display should look beautiful, and secondly, the buyer should easily find what he needs. Proper display is a way to increase sales with virtually no increase in costs.
Salesperson training. It is very important that the seller is not intrusive - this scares off many buyers who are literally attacked with the question “How can I help?” as soon as they enter the store. After this, many people begin to think only about how to get out of there as quickly as possible and next time they avoid such establishments. You need to let the person at least take a look at what you have, and then politely offer to help. The seller must have complete information about the product. For example, if you sell carpets, this means that a consultant, if necessary, can tell you about the composition of the material, care rules, etc. When a customer receives detailed information, it builds trust in him, which means he is more likely to buy.

Increasing the average check amount without a large increase in costs

Offer of related products. You can offer shoe care products for new shoes, special dishes for a microwave, a matching sconce for a chandelier, etc. Products that can be purchased together should, if possible, be located next to each other on the display.
You can use discounts or small gifts, if a purchase is made for a certain amount. Many sellers practice providing additional services, such as free delivery and installation of household appliances, furniture, etc.
There are measures that do not apply all the time, and one-time, for example, holding seasonal sales. In this case, it is better to place goods that are sold at a discount in a specific place or highlight them with bright price tags.
Regular product updates. It is very useful to periodically surprise your customers with new products and assortment expansions. This is also used to study demand: perhaps apples of a certain variety sell better than other varieties, or tea in smaller packages will be purchased more often.
Placing inexpensive small items in the checkout area: wet wipes, chocolate, etc. There will always be some little thing that the client has forgotten about.

Ensuring repeat sales. Should you think about an online store?

One of the main tasks is to create a circle of regular customers. If you want people to come back to you again and again, you need to:

Create a customer card system. Discounts on the card can be either fixed (the same for all goods or for certain groups of goods) or cumulative (increasing with each subsequent purchase).
Information products. This could be a small brochure that is handed to the buyer at the checkout along with the product. It contains information about the store’s promotions and discounts – both current and those that will be in the near future. It is important that it is a brochure and not a leaflet, since multi-page material has a greater chance of ending up in the client’s home rather than in the nearest trash bin.
Own website. where you will post company news, information about sales, discounts, and new products. You can provide users with the opportunity to purchase goods in an online store. And if you do not yet have the opportunity to organize delivery, then this option is possible. The client orders a product online, then arrives at the store, and a complete and packaged order is already waiting for him. The main thing is to make the buyer feel that everything is being done for his convenience and saving time.

So, effective measures to increase revenue exist, and you can first try them one at a time to find out which ones are most useful for your business. This will help you select methods that will be used in the future to increase sales.