An unexpected gift. Free shipping. Happy birthday and a set chosen just for me. All these marketing strategies help the store increase the average purchase price and, accordingly, receive more revenue without increasing costs or attracting new audiences. Isn't this what every business owner dreams of? Sales expert Olga Osadchuk tells us more about how to do this. Come up with a reward for the minimum purchase. For example, on average you sell for 120 euros, but you want to sell for 140 euros. Offer a 5% discount or a small gift on purchases over €150. If you have several customer segments, give each a different discount. In an online store, a discount can be replaced with free shipping. To get the desired average check and not go into the red, include the delivery cost in the minimum order amount. Create sets of goods or otherwise – bundles. Bundles are actively used by clothing stores. This technique works effectively because: ● The client does not need to spend time and effort on combining a new purchased item with other clothes, he is already offered options ● The client immediately sees what the finished image will be and makes an instant decision whether he likes it or not, and if the answer is “yes”, with a high probability, he will buy it. The kits can be used in absolutely any retail outlet, when selling camping equipment – place a gas cylinder next to the burner. At the butcher shop, offer meat immediately with a set of spices. To attract attention to the kits, you can give them a small discount, because ready-made kits work both for receipts and for customer loyalty. If you think through the purchase for the client and take care of his convenience, he will, in the end, not only buy more, but also leave satisfied. And subsequently he will recommend you to others. Another trick is to hold promotions and sales. Surely, you yourself have made an unplanned purchase more than once because of an attractive promotion. Impulse purchases are the engine of trade, so the best way to encourage a client to do something he didn’t intend to do is to hold a promotion or sale. “1+1=3”, “20% discount on the winter collection”, “increased cashback on smartphones and accessories” – such offers are beneficial for buyers and bring additional sales. What you need to remember: ● Sales and promotions do not increase the average check in the long term ● When launching promotions, calculate the margin in advance To increase the average check, sell related products and services. Typically, a customer's path through a store looks like this: came – chose – paid – left. If you want to increase your check, add one more link to this chain: came – chose – the seller turned on or a window with related products popped up – paid – left. Make product bundles in advance: ● Select a popular product: this way there is a higher chance of selling a pair for it ● Analyze what customers usually take in tandem with a popular product ● If you didn’t find anything suitable – expand the assortment ● The cost of the related product should be no more than 25% of the cost of the main one. If your most popular product is jeans, offer a belt to go with them. If you sold a washing machine, offer an additional warranty and installation assistance. You make jewelry – sell individual designs and gift wrapping. Let's say a person has made purchases for 130 euros, he still needs 20 euros to get 100 bonuses. 200 is more than 100, it seems there is no gain, only loss. However, 20 euros is not such a large amount that it would be difficult to part with, so the client is quite willing to spend it. Another interesting method to influence a client’s desire to buy is to make bonuses temporary. If the bonuses that have been so persistently accumulated suddenly burn out, it will be a shame. To prevent this from happening, you need to spend them before they expire. For baking dishes, which the client does not use, for a deep fryer, which he does not need, for a white T-shirt, of which he already has four, and much more – he spends, you earn. A loyalty program is considered a fairly effective way to increase your receipt because it compensates for the shortcomings of other methods. If you correctly calculate the economics of the program, then: ● The money will remain with you. You use a new currency – bonuses that attract customers and ensure repeat sales ● You will study the client’s preferences and learn to offer products that are interesting to him Sales psychology Don’t forget to train your employees, because your profit depends on them. Teach your managers and consultants to sell more expensive products and in larger quantities through training and courses. How to increase the check if the market sells at lower prices? The best solution would be to conduct a comparative analysis of your business and the competition, based on which you can think about how you can increase the price. For example, the entire market sells used cars for about the same price, depending on the year, make and model. If you add insurance and an annual service station subscription at the time of sale, you can add 5% to 10% to the price. Another example: you sell courses for mastering the profession of an accountant, programmer, etc. If you add a separate package, in which, in addition to the training course, there is a guarantee of employment or accompaniment of the student by a career specialist until he gets a job, the price of training may already increase by 20-30%. Therefore, decisions to sell for a higher check should be made only after a complete market analysis. It's always nice when your interests are remembered, and in today's world, personalization plays a key role in attracting and retaining customers. By understanding each customer's individual preferences and behavior, companies can create offerings that specifically address their needs and desires. Personalizing recommendations is very easy if you collect information about your customers, analyze their behavior, preferences, and frequency of purchases. This can be done using a CRM system, artificial intelligence, or during communication with the seller. For example, every quarter your client orders a set of skincare products. The logical move would be to send a personalized offer with a promotion or bonuses one or two weeks before the next planned purchase date. This way we will remind the client about the planned purchase and, at the same time, motivate him to make it with us, because it is profitable for us.
