How is the average check calculated? The average check and its significance for a business project. What is the average check in trading

When talking about the average check, ask yourself: “And for what purpose do I need this indicator?” By knowing how much your customers spend on average, you can not only understand the state of affairs, but also start developing a strategy for the development of your enterprise. In marketing and sales, this indicator is simply irreplaceable. From this article you will learn:

• what average check in trade;
• what is it for;
• where applicable;
• how it is calculated in different areas of sales and service;
• how to increase the amount of the average check;
• as used in sales planning.

Average check in trading, what is it?

The concept - the average check has existed for a long time, and today it is an integral indicator for analyzing the work of a retail or service point. The value of the average check clearly shows the turnover in a certain period of time (month, quarter or year). The owner of a business, retail outlet or store should know the amount of the average check in order to bet effective goals to increase sales.

The average check is the amount of revenue divided by the number of checks for a certain period of time.

What can be learned from the analysis of the average check?

• Degree of customer loyalty;
• price category of the store;
• methods of payment for goods;
• level of purchasing power;
• efficiency ;

The average check indicator can also characterize:

• How profitable is the enterprise;
• the quality of the work of the staff;
• the effectiveness of a particular shift or sales team;
• the dynamics of changes in revenue from the time of day or season;
• portrait of your clients.

This information allows you to very accurately describe the customer of the store and his financial condition, preferences, and even emotional weaknesses. Purchasing power analysis will allow you to better work out the range of goods and choose only the most popular products of your regular customers.

If you doubt the correctness of the chosen strategy for changing the assortment or prices in the store, it is recommended to check these indicators several times in a row. The trend should repeat itself, then a general situation will emerge that will confirm the correctness of your actions.

The average check in sales is closely related to the conversion, however, the conversion shows the effectiveness of traffic and sales funnel, and the average check - the quality of this traffic. In simple words, the conversion fixes the fact of the purchase, the average check - the amount of the purchase. You can read about conversion rate

How to calculate the average check? Calculation example

The average check consists of the sum of all customer purchases for the month, quarter or year, divided by the total number of checks. In other words, this is the average value of the amount of each purchase in the store.

For example, if you are selling alcoholic beverages, you probably have cheap wines worth $15, as well as bottles worth $3000-4000 for a car. With a good turnover, you will buy all kinds of alcoholic beverages, including these wines. The average check, in this case, will be equal to the sum of all checks, which must be divided by their number.

Calculation example:

120 bottles sold at $15, 7 bottles at $3,000, and 1 bottle at $4,000 from this we get the calculation:

120 * $15+7 * $3,000 + 1 * $4,000 = $26,800 (sum of checks)

120 + 7 + 1 = 128 (number of checks)

$26,800 / 128 = $209 (average check)

Business and store owners often use special calculators. By driving data into the program, you can see the current situation, a report for a certain period or quarter. Also, the average check can be seen in the accounting report.

Having received the necessary data, you can analyze sales, learn about seasonal fluctuations, and other useful information. It is also possible to predict the future growth and development of the business, specific steps to improve the operation of the entire store, but more on that later.

How is the average bill calculated in a restaurant?

Despite the fact that the calculation of the average check is carried out according to the standard formula, in the field Catering(restaurants, bars, cafes) have their own specific calculation and their secrets.

The average check in a restaurant and cafe is calculated in several ways:

1. For each category of dishes, the cheapest and most expensive menu item is taken, the average is calculated in each group and then summed up. For example, if the average bill of a dinner is calculated, then two main courses, a dessert and a drink are taken as the standard. The resulting sum of the average values ​​in each group is divided by 4 (number of groups of lunch components - two main courses, dessert and a drink).
2. Another option: all revenue per day is summed up and divided by the number of checks.
3. The revenue is divided by the number of restaurant or cafe guests, and not by the number of checks.
4. Menu items of average cost are selected, which are included in breakfast, lunch, and dinner. For example, lunch consists of three components: K1, K2, K3. We take 3 average-priced options for component K1, add them together and divide by three. It turns out the average value of K1 cf. So we do with the rest of the components of the dinner. We summarize K1 wed, K2 wed, K3 wed and divide by three components of lunch. We get the planned average lunch bill.

Often, in the calculation of the average bill of a restaurant or cafe, alcoholic drinks are not taken into account, since the cost of alcohol can be very high and interfere with analyzing the average bill for a menu without alcoholic drinks. This does not apply to beer and other bars, where the average check is calculated by the number of drinks sold.

How to increase the average check in the store?

Increasing this indicator is a complex and multi-stage task. Not all stores quickly cope with the task. Some experts believe that additional investments are required to raise the store's prestige and credibility. Other specialists use available marketing tools, optimization of some processes and an improved approach to the client.

Experts offer ready-made methods to increase the average check:

• Increasing the traffic of real, hot customers with the help of targeted (on a specific product) outdoor and contextual advertising.
• The Loyalty Loyalty Program will help bring repeat customers back to your store, which will increase revenue and purchase frequency.
• Offer discounts on the purchase of two or more units of a product or a more expensive analogue using
• With the help of trade marketing (novelty, correct display of goods, promotions), increase spontaneous demand for the proposed categories of goods.
• To stimulate buyers with discounts and gifts when buying goods and services for a set amount. From what amount the promotion starts, you will be indicated by the average check, which is laid down by the strategy to increase sales.
• Implement or enhance sales by increasing the depth of the check. Encourage the buyer to purchase accessories and other related products.

Receipt depth is an increase in the number of items in one receipt for one transaction.

Factors that affect the increase in the average check:

• commodity prices;
• assistance and advice to customers in the store, knowledge of sales techniques;
• assortment of goods;
• availability of bank payment terminals;
• merchandising.

To improve some factors, financial investments are required. For example, promotions and sales reduce profits, as you need to pay for advertising and reduce the cost of promoted products. There are also free ways to improve some factors, for example, if you work with sales assistants, change the range and arrangement of goods on the shelves, provide the opportunity to pay with a bank card, you can easily increase the average check by several percent.

Work on improving some factors will lead to an increase in the average check. Many stores manage to reduce the number of small checks. The growth of unplanned, spontaneous and emotional purchases is increasing. It is possible to increase the turnover. You need to work with these indicators constantly. By improving certain factors, indicators, you will create an ideal model for selling goods in your store, or at least increase turnover by several times.

The value of the average check in sales planning

Let's say you want to increase your income by 10% in three months. Having an average check, for example, $ 10, and the number of checks is 350 pcs / month, we get the current monthly income:

350 * 10 = 3 500 $

To ensure revenue growth by 10%, you need to receive 10% more revenue next month:

3 500 * 10% = 3 850 $

To achieve this profit, we need:

1. increase customer traffic (number of receipts) or
2. take measures to increase the average check, which we discussed above.

3850 $ / 350 = 11 $ or 3 850 / 10 $ = 385 checks

Here it is time to choose a strategy and measures for its implementation. What will be easier for you to do: find buyers (increase the number of checks) or sell to them more product- decide for yourself. If you use data for a year or more, excluding sales peaks, then you can rely on the average check indicator, if not, then planning will be inaccurate!

Conclusion

If earlier you did not take this indicator into account when calculating the number of sales, you should pay attention to the average bill. The analysis of this indicator makes it possible to increase earnings, turnover and customer interest in the range of goods in your store.

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In other words, if store sales amount for the period divided by the number of buyers (checks) in this period (for example, 1 month) - we will get the arithmetic average amount of the check. This is the amount that the average buyer leaves in your store.

I must say that this is the simplest formula for calculating the average check. You can also calculate the average check as a weighted average, you can add service factor values ​​​​to this formula, as well as the percentage of the number of people who bought from all those who simply entered to stare ... But, today we will leave the science of forecasting and data analysis to applied mathematicians. We only note that this indicator is not the only value that allows us to judge the effectiveness of trade and personnel. There are a number of other indicators that allow you to evaluate the performance of the store and its growth potential (Conversion or service rate, sellers' efficiency, etc.). But more about them next time. Our task today is to consider how we can influence average check size shop in the direction of increase.

For limited service restaurants

Now divide your estimated annual sales by square feet. See where they match the results below. If you fall into the bottom category for your restaurant type, you can look at your menu and overall plan for your restaurant in the first year and adjust accordingly.

Growth retail business needs expansion: expansion in terms of increasing the number of stores in the stores or increasing the number of customers in the store. But there are several other ways to increase profits, although many of them are often overlooked by most retail store owners. While you should be similar to total sales, cost of goods sold and overhead, having tabs on the following retail metrics ensures that you are in control of other elements of your business, which will ultimately affect your bottom line.

2. To properly organize store loyalty programs. For example, when a store owner wants to implement system of cumulative discounts, bonuses or promotions, offered by the Torgsoft program. We are often asked: “How much is it better to issue a discount card?”; How much can you start discounting? What percentage of the discount?”, “How much to start the promotion?”. For each store, the answers will be individual, and just the average bill can answer many questions.

Sell ​​"First in price" position

We have classified these measures into two parts: the revenue side and the cost side, based on their impact on either of the two. Tracking the number of visitors to your store is a basic metric that every retailer should track accurately. Whether it's a shopping season, a new store location, a new display window design, or a loyalty program you recently launched, the steps will help you understand what's working and where you need to improve. Once you know your steps, it's important to track if they're generating dollars for your business.

3. And finally to increase store revenue! Analyzing not only the size, but also the composition of the average check, you can understand what is more profitable: to sell 3 large crayfish for 5 rubles, or 5 small ones, but for 3 rubles each ... or maybe reduce the price of large crayfish and sell them in larger quantities? .. .

Why increase the average check?

Naturally we want increase store revenue. Let's theoretically estimate how this can be done:

1. Raise prices: increase the margin, or bring in a more expensive assortment. Suitable if you have a unique product for the whole district. In life, not everything is so simple - there are competitors around, but like this - once! - and changing the assortment or pricing principles is not a matter of one day. All of these can be seen as strategic opportunities.

2. "Catch up" with more visitors. According to the law of large numbers, and there will be more purchases;

3. Make it so from among those who simply entered the store, there were more of those who bought;

4 . Achieve to the buyer left more money for one purchase. That is, to increase the average check!

Ideally, it's a good idea to apply all these methods in combination, each of the tasks deserves an article.

Of the four given ways to increase store revenue, an increase in the average bill - seems to be the most feasible, because allows you to take action even today, and at the same time not change the key aspects of the store as a whole. This is the first.

You may have heard this before: happy employees lead to happy customers, which means a thriving business! But employee attrition is highly counterproductive to this equation. Recruiting and training a new employee costs huge resources in terms of money and time, although retaining an existing employee is usually much cheaper.

Here are some additional disadvantages of losing an employee. It may take a new employee several months to several years to reach the same level of performance as an existing employee. Quality of Service - Customer service suffers due to mistakes made by new hires. Loss of personal touch - especially in case of small retail stores, employees hold the key to a healthy one-to-one relationship with customers. Influences culture. Other employees who see turnover around them often lose productivity and may even reevaluate their plans to continue.

• Abridged edition.
• Therefore, the loss of an employee can lead to the loss of customers!

There are spare costs for stock that remains unsold on the shelves.

Secondly, it is profitable to work on the average bill: the cost of attracting buyers to the store remain the same, but the revenue is growing. As the turnover of goods increases. Third, it pays off in the long run. According to research, a person's loyalty to a store (institution) is higher, the more money he left there.

Before the recession, small retailers rarely felt the need to achieve operational efficiency. At the time, sales figures more than made up for such operational inefficiencies. The economic downturn has become a call for small businesses. If everyone is thinking about big data in retail, it is to be believed that tracking these metrics will go a long way towards ensuring the sustainable success of your store. What retail metric do you use to track your store?

How to increase the average check?

Let's break this task down into 3 subtasks. The amount of the purchase will become larger if a person:

a) I bought a lot of different goods in your store,
b) bought the same product, but in larger quantities;
c) bought a more expensive product (more precisely, a product with a margin that is more profitable for you).

There are two universal ways to increase sales - upselling goods (up-sell) and selling related products to the main one (cross-sell). These techniques are so accessible that they can be used, perhaps, in any store. Because offering something else is the easiest way to increase sales, while spending almost nothing. The main thing is to know what and how to offer.

Determine the average check

Achieve your goals faster and with fewer customers by increasing your average transaction value. Growth of your business by increasing the number of customers, like most businesses, is the most expensive, demanding, and time-consuming option available to you. The cost of selling them is no longer significant in comparison.

Bonus - the engine of trade

Increasing both the number of customers and the average amount each customer spends on every transaction they make with you, using some of the methods listed here is the fastest and easiest shortcut to achieve your goals.

Cross selling (cross-sell).

To start with an example. There is a pharmacy near my house. It employs an elderly pharmacist, who has an absolutely simple sales increase technique. After the list of medicines is announced by the buyer and the check is almost broken, she will definitely carefully (this is important) ask: “Is Citramon in stock?”, Or “Now the weather is changing, do you have medicines for pressure?” ... I admire her every time ingenuity and insight! She will definitely offer something sympathetically, and always on the topic: vitamins and tinctures for immunity during the period of colds, children's tea for young mothers, “antipohmelin” during the holidays ...

Offering added value or a better deal right at the point of sale when your customers are most receptive is one of the easiest and most effective ways to instantly increase the size and profitability of your sales. Cross-selling gets your customers to buy an additional product or service that will give them a superior result. Packaging products or services.

A combination of a group of individually desired products or services that naturally complement each other and offer a complete package for one fixed price that represents an almost insurmountable value for your customers when compared to buying the components separately. This can greatly increase your profit margins and also allow you to sell complete solutions that block the customer from using these products. This is definitely a win-win situation for both you and your clients.

All right! In order for the buyer to purchase as many products as possible in your store, you need to correctly and timely offer related products (or services) to the main product.

Do not worry that your offers will annoy or seem intrusive to the buyer. If everything is thought out, most buyers will appreciate that the seller cares about his customers and is involved. For example, simply offer the buyer a piece of similar style, saying: "Look at this pendant for earrings that you like." Or "Try on, this bolero looks good with this dress." If the client hesitates, you can make him a special. an offer, for example, to give a discount (“When buying something, we have a discount on something”.

They get a streamlined buying process and a full solution discount while you increase sales and can often own your market. This method has changed the fate of many organizations. Suggest larger purchase units. Increasing your minimum purchase unit size is a powerful and remarkably simple way to increase your average transaction value. If people buy one week's supply, you can offer them monthly, quarterly, or yearly consumption units at an attractive and favorable price.

Tactical ways to increase the average check

Your customers will appreciate the added value, huge savings, and added convenience of buying in bulk, while your average selling unit will be greatly increased and you will also block your customers for longer. As an added bonus, many people who turn down the offer and would never buy at all will now buy your smaller units.

How to use:

1. Observe and figure out what a person wants from buying a product, and what will more fully allow the buyer to realize his expectations.

2. Find products (it can also be services) that complement the solution that the buyer came for. Think in advance of combinations and combinations of such products and convenient situations. To use this technique, you must have correct structure assortment and goods for resale.

Increase your prices and profits. There is no law that your product or service must be a commodity that is simply bought by price. People will willingly pay more for most products or services if they feel they are becoming more valuable. The more distinctive your product or service is, and the better you educate your customers, the more valuable your market will be. Increasing your prices usually means you can afford to serve your customers better, work with them better, include additional products or services in a transaction, and do more than your competitors.

3. Offer useful additions to the main product. Please note that the offer must be justified (price, convenience of buying in one place, saving time, etc.).

The main thing here - after all, really try to benefit each specific buyer.

Up-sell

Upselling encourages us to buy more than planned. Typically, such incentives are achieved on the basis of the “Cheaper in bulk” principle. Or any other tempting offer that promises benefits when buying a “Large Pack”, “3 for the price of 2”, “Subscription for a year”, “Complete cheaper”, “Discount from 1000 UAH”, “Free delivery when buying an amount from …" etc.

This will allow you and your business to share favorably in the eyes and minds of your customers and allow you to charge what you are truly worth. Positioning in the market. If you are good at what you do by promoting your products or services, raise your profile and position your business to a higher level of distinction or quality than your competition can greatly improve your business. By repackaging your product or service to appeal to more sophisticated or affluent buyers in parts of the market other than those you currently serve, you can often drive higher prices in the market and leave behind the type of business that gives you all your headaches. pain.

Two important points. The technique will work if the price per unit of goods will be lower when buying more quantity. And second: the proposal must be adequate and correspond to the realities of life. That is: you would rather buy 4 packs of yogurt for the price of 3 than 16 packs for the price of 12, right?

Yes, such promotions apply to goods that are stale or whose expiration dates are running out. But even without these conditions, the upselling method can be successfully applied. The main thing is to think: how to shift the buyer's attention from thoughts “Why do I need so much” to thoughts about profit.

The more you increase your market positioning, the more your existing customers are likely to respect and appreciate what you do, often resulting in even more loyalty and referrals. Providing additional products or services to each customer right at the point of sale is one of the easiest, most immediate and predictable methods to increase the average selling unit. You can get their attention by showing "impulse" items, or by using signs, literature, and displays.

You can also offer compelling offers at trade shows or seminars, or offer first-time sales incentives. This can greatly increase your profit per transaction without additional time, effort, or extra cost.

How to use:

1. Think about how many units (kilograms, packs) of a product or service will be useful to your circle of customers in situations caused by events in social life, weather conditions, work, etc.?

2. How much can your customer buy? For each store and product, the answers will be different: from “how much can he carry in his hands” - for a home goods store, to “if each schoolgirl brings a girlfriend, then they can buy 2 pairs of jeans for two ...” - for a youth clothing store.

Increase horizontal penetration. If your customers are not aware of the full range of products or services you offer, they are also unlikely to think of you when a problem arises that can be solved by your product or service. Teaching them how to use the full range of products and services using a simple yet powerful matrix will allow you to focus right away on how each of your products or services fits into the existing one. client base. It will also identify any opportunities to increase penetration of your product or service, for strategic alliance opportunities, to block out your competitors, and to increase both your average selling unit and your bottom line.

3. Calculate how much you can reduce the price per unit of goods so that it is beneficial for both you and your buyer?

4. After coming up with several options for promotions and special offers, test them to find the most effective ones. Enter the goods and conditions of the promotion into the Torgsoft program, and when selling, the seller will no longer decide on a discount and calculate the price - the program will determine everything automatically.

What about specific methods to increase the average check?

Obviously, despite the universal ways to increase sales(average check), each store will have its own methods. Depending on the assortment, product, external environment (holidays, fashion, trends), season, locality… Combining competent merchandising, assortment, sales techniques, service standards, you can achieve a significant increase in sales!

. Show buyers turnkey solutions, harmonious combinations of your goods, the finished look of the set. For example, in a clothing store, these are things that create a complete image on a mannequin, including clothes and accessories (scarves, belts, glasses, etc.). Furniture set, complemented by decor items. Uniform style in plumbing store. In addition to the purpose of selling additional items, ready-made compositions by themselves greatly increase the chances of a purchase at all;

. Use the principle of completeness. Many household items have additions. Special dishes - for the microwave. Cream - for shoes. Hat for scarf. Purse to bag. Bulb - to the lamp. To the table - a tablecloth. And there are many such options. As an experiment, change the layout of the product, teach sellers to prompt and remind buyers which products can complement each other functionally. Tell me with posters or signs “They often take this product with this product.”

Also, many devices and things require consumables, care or protection products, accessories or accessories, or simply “gadgets”. For example, in household appliances and electronics stores - cords, cables, connectors, cases and bags, memory cards, coasters, spare light bulbs and batteries ...

. For online stores There are a lot of possibilities in this regard. Display the 3-5 most popular products prominently. Show what's new. Display products that are bought together with the product being viewed. The system can track what a person put in the cart last time and offer to repeat or purchase items on the topic. Set up an automatic discount offer when a certain amount is reached.

. Offer gift certificates or cards. Thus, you can make fairly large sales to corporate buyers in your area. Firms and firmochki, organizations and teams are often puzzled by the purchase of gifts for employees, colleagues or corporate holidays.

Give possibility pay off bank card. So buyers tend to spend more than with cash. For goods that are bought unplanned - this is perhaps one of the decisive ways not to miss random client without the required amount of cash. (The program provides for the accounting of non-cash sales).

. Easy return or exchange of goods. If the buyer knows that he will be able to exchange the goods if something happens, or even take the goods for fitting, then it is easier to decide on a purchase and have less doubts. Of course, the exchange or return process requires the store owner to be more careful approach to accounting for goods and issuing sales receipts to customers. But the cost of this pays off due to increased sales. In the Torgsoft program, you can print a sales receipt automatically for each sale. The check contains a barcode, by scanning which the seller sees the composition and amount of the purchase, and can return selective goods to the store.

Suggest obviously more goods, counting on the fact that the buyer will not waste time on trifles. It rolls in grocery stores and markets (“Would you take a hundred kilos (instead of 1 kg)?”; “I don’t have change, let’s weigh ten”) and the like. Giving goods "for change" - from the same opera, the main thing is not to overdo it.

. Inexpensive, small goods at the checkout. Seduces with availability, reminds customers that they forgot to buy.

. Create excitement.“Last time this season. Quantity is limited! "Limited Collection"; “NO more than three packs per hand”, etc.

Suggest paid gift wrapping on the eve of the holidays.

. Focus on more expensive items. Can your salespeople immediately name the benefits of the most expensive items? Do they have "price selling" skills and sales techniques in general?

Spend promotions or create purchase conditions on the topic “Dial for such and such an amount - get a bonus (prize, discount on the next purchase, free shipping).

Organize efficient service process: consultations, the availability of readable price tags, ordering goods, issuing to the trading floor, shipment, settlement at the checkout. As few queues as possible, as much accuracy as possible in the work of sellers. In this case, an indispensable help will be store automation.

. Think over the system of motivation of sellers. Have you noticed that when the store owner himself is on the trading floor, the average check increases these days, and the trade goes better? If this is your case, it means that the system of motivation of sellers does not work well in the store. Now the Torgsoft program allows you to calculate the individual profit of each seller and maintain a system of additional payments, take into account the effectiveness of the work of "teams" of sellers, calculate the rating of each employee based on his personal sales results for the period, incentives and fines, and other points related to employee payroll.

The main secrets for success

1. Offer a related or additional product it is necessary when the buyer has already made a decision to buy the product for which he came or who he chose. When he is ready to pay, you offer him something else, less expensive, but also useful or profitable. After making a decision to buy, it is much easier to sell to a person in a load than offering it right away and risking being in a “buy something” situation.

2. Any technique you use in sales should create added value. for your buyer - direct or indirect. It is important. Because only with this approach you will get more money. And pass this on to your salespeople. Otherwise, sticking to the stupid observance of the sales plan (or upselling plan) will turn your store into an institution with a bad reputation, where “they just need to sell”, “they are stupidly sold”, “intrusive sellers”, etc. Do not try to sell what a person does not need. Don't go overboard! Otherwise... they might make a purchase, but the sediment will remain.

An example from life. We sit at the barbeque. We ask the waitress to bring a cup of ground natural coffee (I can’t drink instant coffee). They bring coffee, take a sip and understand that it is soluble. To the remark, the waitress explains: “But we don’t have ground ...”. Why didn't she just say that, you ask?

3. Don't be afraid to be intrusive! Be professional and caring. The offer of an additional product will definitely work, if not every second, but every fifth will definitely buy something extra. Checked!

Encourage sellers to approach the process with soul and creativity, control and set a personal example.

Good luck with your decisions and great sales!

Average check– is one of the on sale. The average check can be calculated by dividing the turnover by the number of checks. Naturally, the higher the average check, the better for the trading organization, and it should be aimed at increasing this indicator. The average check, traffic and conversion are the main indicators in retail and you need to constantly work on increasing them.

How to increase the average check

Average check can be increased in two ways: by increasing the number of items in a receipt and by increasing the average cost of one item. The average cost per item is the turnover divided by the number of items. The average purchase price can vary greatly depending on the geography of the store and the positioning of the outlet (economy or premium segment stores). But in general, this is an indicator that can be influenced.

You can increase the average cost of one product in the following ways:

1. Train salespeople to sell expensive goods. Naturally, the buyer always wants to buy cheaper, this is a normal and natural desire of everyone. Managers of a trade organization must not only sell expensive goods, but also conduct training on expensive goods, sellers must know where the expensive goods are located. Naturally, sellers must have a good command of the technique of selling expensive goods. And it is especially important to teach in an expensive product and conduct a high-quality presentation of the product.
2. Thoughtful merchandising. In general, all technologies have been known for a long time, I will list only the main ones: the product line should be displayed at a price from expensive to cheap, expensive goods should be displayed at the ends and in priority places, expensive goods should always be clean and neatly displayed.
3. Naturally expensive goods are bought by wealthy people and such people need to be attracted to the store purposefully. For example, the average check in areas where more affluent people live is usually higher from 30% to 50%. But you can attract a wealthy population through advertising in the media and building a quality service.

For expensive goods, as a rule, the margin is much higher than for advertising positions that are aimed at attracting customers. Therefore, the policy of the store for the sale of expensive goods should be thought out.

As stated above, we can also increase the average check by filling the shopping cart. Any store needs to ensure that the client buys not one product, but as many as possible. Large retail chains are doing everything to increase the number of goods in the check, and to see all the tools, just go to any. Let's describe the main ways to increase the number of goods in the check:

1. Proper use of "golden meters". The pre-checkout area is considered to be the golden meters of the store. Should be placed here small goods which are in constant demand. The checkout area must be replenished with goods on time and kept clean and tidy. Very often, the cashier is responsible for the order at the cash desk.
2. Exhibiting at the entrance of seasonal goods. Island slides at the entrance are always filled with seasonal goods or goods with big discounts, they must attract the attention of all customers.
3. End decoration. Goods from the ends are sold out much better, here you can place the most popular goods main row or item at a discount.
4. Arrangement of goods according to the degree of need. The most needed product, for which the client came, should be located at the end of the store, and while you are going to it, go through the entire store and be interested in whatever it is.
5. Cross merchandising. Cross-merchandising is the correct placement of related products. An accompanying product is an addition to the main one (to beer - chips, to a washing machine - powder, etc.)
6. sale of accessories. Sellers, as a rule, sell goods where consultation is required, and you can always sell many useful accessories for it.
7. Good navigation through the store and the transparency of the hall. The client must always find what he is looking for. Therefore, the display of goods should be logical, and the trading floor should be visible. Posters and signs should help navigation.
8. Using cashiers for sales. Cashiers can resell a hot item very effectively. And many networks use it.

Employee motivation to increase the average check

Very often, the material motivation of sellers is tied to the size of the average check. has shown its effectiveness, and sellers should be interested in selling expensive goods and accessories. In many sales organizations, about 70% of the premium falls on these indicators of the quality of the seller's work.

But many managers forget that there are also among them. You must celebrate top sellers at meetings in front of the rest of the team, the motivation for recognition is often much more effective than any money.

Statistics in business helps to make well-considered, balanced decisions. The data collected over a certain period make it possible to analyze achievements, to consider strengths and weak sides commercial activities.

There is no more important thing than statistics when it comes to business activities, in particular, business related to trade and services.

In business statistics, such concepts as the average bill are widely used. Its indicators are of particular interest to business owners, as they allow them to determine how well the company's development strategy is formed.

Average check, how to calculate

Average check - the total volume of all purchases made in a specific period, divided by the total number of checks for this period of time.

As follows:

Total revenue ÷ Number of checks (purchases)

If you explain more in simple terms, the average check formula is the amount that your customers spent on average, which is equivalent to the amount of sales for certain period divided by the number of buyers in the same period of time.

Let's calculate the average check together. Let's say you own a jewelry store. The assortment includes budget earrings for $ 200, as well as exclusive ones, for which the client will have to “unfasten” 25,000-30,000 dollars. With regular customers and a good turnover, both types of jewelry will be bought from you. The average check in this case will be equal to the sum of all checks, which must be divided by their number.

We consider how many jewelry of various price categories were sold. For example, 115 pairs of earrings were sold for $200, 10 pairs for $25,000, and 2 pairs for $30,000.

115 * 200 + 10 * 25,000 + 2 * 30,000 = $333,000 (check amount)
115 + 10 + 2 = 127 (number of checks)
333,000 ÷ 127 = 2,622 (average check)

When calculating the average check, many people assume the same mistake: take into account the total number of purchases made or goods sold, while one purchase means all goods and services purchased during one visit by the buyer to this establishment.

What is the calculation of the average check

With a correct analysis of the dynamics of changes in the average check, you can find out at what stage of development the business is, how successful or unsuccessful it is. When calculating this parameter, you will be able to prioritize and turn weaknesses into strengths.

Its value clearly shows the business owner:

• turnover for a certain period of time;
• how competently organized merchandising and marketing strategy;
• whether the place of sale is properly equipped;
• quality of personnel service;
• the degree of reasonableness of navigation through the trading space and the competent display of goods (relevant for outlets equipped with self-service equipment).

This is a kind of universal indicator, based on which you can determine the quality of service and the degree of satisfaction of your customers.

What can the average check tell about

Based on the amount of the average check, the business owner or trusted executive can read:

• degree of customer loyalty;
• effectiveness of marketing policy;
• average purchasing power of customers;
• price category of the organization;
• propensity of customers to spontaneous purchases.

Using the information received, it is easy to “draw” a clear portrait of the client, his financial position, to determine to which service or category of goods he gravitates. By listening to these characteristics, in the future you will be able to better work out the range of goods and services, and direct all efforts in the right direction.

In order not to get burned and not go astray, it is recommended to check the value of the average check and what it can tell you several times. And only if the seized results are duplicated, you can change the course of the direction.

The average check is closely related to sales conversion. However, the latter reflects the effectiveness of traffic and sales funnel, while the average check is the quality of this traffic.

How to increase the average check

Increase in the average check in retail is a complex, multifactorial task. However, even a few weeks of adjustment and active work over the increase of this parameter will not be in vain.

Control and monitoring of indicators is necessary not only large enterprises. If a small shop or a HoReCa establishment plans to gain a foothold in the market and have a constant planned income, it is necessary to keep a record of such a parameter as the average check. This indicator will provide information about the depth and width of the assortment, the effectiveness of the sales staff.

How to calculate

The average check, the formula of which is simple and understandable even to an amateur, is easily calculated even by a non-specialist. Revenue for a certain period, divided by the number of checks for the same period, will give the desired result. It is important to take into account changes in the purchase price and markup on the goods. If the dynamics is positive, the store is working efficiently, but if it is negative or zero, it is necessary to look for the reasons for the decline. The cash receipt may decrease in amount, for example, during sales. Special attention it is worth paying attention to the products that bring the greatest income, monitor the behavior of competitors regarding these products and analyze their dynamics in your store.

Determining problems with the average check in the store and how to solve them

The average check is no more than 4-5 items. The share of checks with purchases from 1 to 3 is gradually approaching 50% of general sales. The increase in turnover was less than the inflation rate or in the case when the increase in turnover is observed when new stores are opened. Customers are on the trading floor for a short time, and some departments do not visit at all.

It is necessary to analyze the location of both the store itself and departments, the display of goods, the dynamics of sales during the day. Conduct an analysis of the structure of the assortment, prices, turnover. ABC is carried out - analysis of sales, during which the assortment is considered, the most popular positions, products that are stale, and those that are the most profitable are identified. Assess the need for changes in, if necessary, create routes around the trading floor by installing shelf talkers and hanging signs with pointers for ease of orientation in the store. Create or modify a planogram and, of course, prepare special offers for your customers.

How to increase the average check

1. Increase in the trade margin. In the presence of unique offer and the absence of direct competitors, this will be the easiest and fastest solution. However, very few companies can boast of such an advantage. For most products there are analogues. Therefore, with an increase in the retail price, it will be necessary to increase the level of service, improve the service. And these are additional costs.

2. Range optimization. The category manager, together with merchandisers, can review the assortment structure, the principles of purchasing policy and merchandising. The task is complex, painstaking and time-consuming.

Tactical ways to increase the average check

1. Using the principle of complementarity. Many items suggest the presence of complementary goods. This principle can be taken as a basis when laying out goods. Thus, when purchasing one product, the buyer will pay attention to the second one, which complements the first one, it is highly likely that he will also purchase it, which, in turn, will increase the average check in the store.

2. Harmonization. Use ready-made solutions, demonstrate to customers which products and how can be combined with each other. For example, in the case of clothes on a mannequin, the buyer has a desire to buy the entire image, and not individual items. In this case, the average cash receipt will increase.

3. Offer for “delivery” goods of impulse demand located in the checkout area. Assess if your store has a small inexpensive product in the checkout node that the customer takes automatically when approaching the checkout. You can also duplicate the layout of a small, but hot commodity in the center of the hall, in addition to its location at the checkout.

4. Availability gift certificates or discount cards. Close contact with corporate clients allows you to increase the pre-holiday days, as well as attract new customers.

5. Installing a terminal for non-cash payment. Customers paying with a bank card spend more than when paying in cash, therefore, there will be an increase in the average check.

6. Focus the attention of buyers on more expensive goods. Sellers should switch the attention of buyers from a cheap product to a more expensive one gradually. Employees trading floor should be interested in selling a more expensive product. It may be necessary to introduce material incentives for employees when they sell a certain amount of expensive goods per month.

7. Inclusion in the assortment of inexpensive goods with a large margin. It is not difficult to offer a cheap product, it will not be difficult for sellers to sell it, and they do not need to be additionally stimulated. Inexpensive goods will attract customers to the store who will buy more cheap goods than originally planned.

Stimulating promotions as a means of increasing the cash receipt

Special offers are another way to increase the average check. Carrying out promotions “Gift for purchase”, “When buying 2 items, the 3rd one is free”, discounts at certain times of the day, sales. Such promotions help to establish a trusting contact between the store and the client and leave a good impression on the buyer. Also, when conducting incentive promotions, the conversion increases, that is, the number of people who leave the store with a purchase increases. An additional opportunity to get the contact details of the client, which in the future can be used to disseminate information about promotions held by the store.

Result

As a result, the turnover at the trade enterprise will increase due to an increase in the number of purchases in cash receipt. There will be a decrease in the share of small checks and an increase in the share of medium checks, which indicates the effectiveness of both merchandising and the work of staff. In addition, the number of impulse purchases will increase if the assortment and product display are optimized. And at the heart of the positive dynamics is the average check!

The average check is the starting point for sales plans and an important marketing tool. This article will tell you how and why. financial director calculate the average check, and also how it can be increased.

What is an average check

Any business depends on revenue. Whether it is trade, manufacturing or services, the amount of revenue determines the success of the business on a par with the amount of net profit. Naturally, when revenue is calculated, the business also grows, but stability or decline are indispensable signs of a company having problems.

But revenue is a concept too general to be analyzed or predicted for any long period of time. Revenue depends on many factors. There are many analytics by which you can decompose revenue: by market segments, geographical features, product portfolio, business lines, etc.

But in this article we will consider the following formula:

Revenue = Sales Amount × Number of Sales

That is, if a company wants to increase the amount of revenue, it must manage each of the two factors:

• look for ways to increase sales (check) to each buyer,
• Look for ways to expand your customer base.

In businesses with a relatively small number of customers, all relationships with which are described by contracts, this will individual work for each specific case. And in retail sales, service sector, retail?

This is where the term “average check” comes into play. Since there are many customers, they are “impersonal” and make a huge number of purchases in total, it is neither possible nor necessary to analyze each specific purchase. Therefore, marketers, financiers and managers operate with a convenient “average check”:

Average check = Revenue ÷ Number of purchases

As you can see, the average check formula is as simple as possible, but this does not detract from its importance in the analysis and evaluation of current sales, and in forecasting sales for the short-term, and especially long-term periods.

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How to increase the average check

When you know your business's average check value across multiple dimensions, of course, the next question you'll ask yourself is, "How can I increase the average check amount so I can generate more revenue?"

Let's first understand the structure of the check. The check consists of:

1. Quantity of commodity items ("receipt depth").
2. Quantity (weight, volume) of units of goods in each item.
3. Unit prices.

Accordingly, it is necessary to work on increasing the amount of the check in the indicated three directions.

The simplest step towards increasing the amount of the check is to increase the price per unit of goods. Let's not repeat corny, supply and demand. We only note that any price increase must be calculated and based on market indicators.

An alternative to raising the price will be the work of the seller (manager, site) on the reasoned persuasion of the buyer to buy an analogue of the product, but costing more. This is an art and requires knowledge of both assortment and sales techniques, but it usually works.

The number of product items in the average check can be increased by encouraging the buyer to buy those goods that he was not going to buy initially or wanted to buy elsewhere. A very sad situation with marketing for companies whose average check contains only one position. This indicates both an insufficient assortment and incorrect layout, as well as the incompetence of sellers.

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