The average check. A cashier's check. What is the average check in marketing

Control and monitoring of the performance necessary for large enterprises. If a small shop or the school HoReCa plans to gain a foothold in the market and planned to have a permanent income, it is necessary to keep records of such parameter as the average check. This indicator will give information about the depth and width of assortment, efficiency of sales staff.

How to calculate

The Average check, the formula of which is simple and clear even to a layman, is calculated easily even by a layman. Revenue for a period divided by the number of checks during the same period, will give the desired result. It is important to consider inflation, changes in input prices and margins on the goods. If the dynamics is positive, store is effective, if negative or zero, it is necessary to seek the causes of decline. A cash receipt may be reduced in the amount of, for example, during the sales. Special attention should be paid to products that bring the most income to monitor the behavior of competitors with respect to these products and to analyze their dynamics at their store.

Identifying problems in an average check in the store and their solutions

The average bill is not more than 4-5 items. Share receipts with purchases from 1 to 3 is gradually approaching 50% of total sales. The increase in turnover was less than the level of inflation or in the case where the increase in turnover observed in the opening of new stores. The buyers are in the sales area for a short time, and some departments did not attend.

You Need to analyze the location of the store and departments, the merchandise, the dynamics of sales during the day. To analyze the structure of the assortment, prices, trade. Is AVS – sales analysis, which examines the range, revealed the most running positions, the production of that lie, and that which is most profitable. To assess the need for changes in the store layout, if you want to create routes on the trading floor, installing shelf talkers and hanging signs with pointers for easy orientation in the store. To create or modify the planogram and of course, prepare special offers for their customers.

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How to increase average check

1. The increase in trade margins. If you have unique offers, and no direct competition this will be the easiest and fastest solution. However, very few companies can boast such an advantage. For most products there are analogues. Therefore, the increase in retail prices will have to increase service levels, improve service. This additional cost.

2. Assortment optimization. Category Manager in conjunction with the merchandisers to review the structure of the assortment, the principles of procurement policy and merchandising. Employment difficult, laborious, time-consuming.

Tactical ways to increase the average check

1. The use of the principle of complementarity. Many items require the presence of the products-additives. This principle can be taken as the basis for display of goods. Thus, buying one product, the buyer will notice the second supplementing the first, it is likely that the gain and that, in turn, will allow to increase the average check in the store.

2. Harmonization. Use ready-made solutions, to demonstrate to buyers what and how can combine with each other. For example, in the case of clothing on the mannequin, the buyer might wish to buy the image as a whole, not individual things. In this case the average cash receipt will increase.

3. To offer “surrender” the goods of pulse demand, located in the checkout area. Rate is there in your store in the node calculation of small inexpensive goods that the buyer recovers automatically, approaching the cashier. You can also duplicate the display of small but tradable goods in the center of the room, in addition to location it at the checkout.

4. The availability of gift certificates or discount cards. Close contact with corporate clients allows to increase sales during the holidays, as well as to attract new customers.

5. The establishment of a terminal for cashless payment. Buyers, calculated by Bank card, spend more than when paying cash therefore, will be an increase in average check.

6. To focus buyers on more expensive products. You can switch the attention of buyers with cheap goods for more expensive gradually. The employees of a trading hall should be interested in selling a more expensive product. It might be possible to introduce financial incentives for employees when selling in a month a certain quantity of an expensive product.

7. The inclusion in the range of cheap goods with a large margin. To offer a cheap product is easy, sellers will not be difficult to sell it further to stimulate them is not necessary. Affordable products will attract customers to the shop, which will buy more cheap goods than originally planned.

Stimulating actions as a means of increasing cash receipt

Deals – is another way to increase the average check. Promotions «Gift with purchase”, “When you buy 2 items 3rd free" discounts at certain times of the day, sales. Such actions help to build a rapport between the store and the customer and to leave a pleasant impression on the buyer. Also at carrying out of promotion campaigns increases conversion, that is, increasing the number of people that came out of the store with a purchase. An additional opportunity to obtain contact details of the client, which in the future can be used to disseminate information about ongoing store promotions.

Result

As a result of the company's trade turnover will increase due to the growth of the number of purchases in the cash receipt. There will be a reduction in the proportion of small checks and increasing the share of medium, which demonstrates the effectiveness of merchandising, and personnel work. In addition, will increase the number of impulse purchases, if carried out optimization of assortment and display of goods. And the basis of the positive dynamics of the average check!