Below are 5 proven methods for optimizing the indicator:

• Up-sell.
• Cross-sell.
• Package offers.
• Minimum order.
• Wholesale and dropshipping.

Up-sell

Up-selling is a technique for selling a more expensive product instead of a similar one that a site visitor is currently considering. Using special widgets, you offer to pay attention to an expensive model using the “similar / recommended products” block. When choosing this tactic, the main thing is to be unobtrusive and offer non-random products from the entire assortment in the store. That is, try to present the client with a product that more or less meets his needs and budget - in a restaurant they are unlikely to order lobster instead of pizza.

Example: a user visited your store with By searching for “iPhone 7”, I got to a page with a 32 GB model. In this case, it’s time to offer to buy an improved model with a large supply of memory on board - 128 GB.

Suitable when the price difference is not very significant, but the potential benefits for buyers are many times greater.

Cross-sell

Cross-selling is the additional sale of an additional service or product “in addition” to the main product chosen by the buyer. The strategy is being implemented through the formation of packages of related products.

Example: laptop sellers may offer to buy additionally from a licensed software to laptop bags - it all depends on the range, benefits in terms of potential benefits, as well as analysis of confirmed orders. It is a detailed study of the completed shopping carts that will help you determine which combinations are in greatest demand.

Package offers

If you want to gently hint to your customers that they need to buy more, create a package offer! The scheme works great in the service sector, retail and wholesale trade. In addition, you will have the opportunity to work with the average check and sell the remaining balances in the warehouse.

Example: most men prefer to shop quickly and receive goods quickly. Therefore, men's clothing stores practice selling not individual items, but entire sets - jacket + jeans + jumper.

The formation of sets must be treated with extreme scrupulousness. Remember, packages must be formed not based on your personal preferences, but after analysis, since analytics in Internet marketing is everything to us.

An alternative option would be to provide the buyer with the opportunity to independently create the “ideal” package. For example, when choosing furniture, allow users to use the designer on the website - individuality can always be sold at a higher price. Thus, you will kill two birds with one stone: increase average bill and create the illusion of personalization and care for your client.

Minimum order

Setting a minimum order threshold to receive a “bun” is another sure way to stimulate the growth of your average check.

Example: in retail, free delivery is common for orders over a certain amount.

In addition to free shipping, you can use any arguments (discount, etc.). The main thing in the chosen strategy is that you must encourage the client to buy more or more expensively without incurring losses. Because if you offer an 80% discount on orders over 5,000 rubles. the whole idea may automatically lose its meaning, since the average bill will increase along with a decrease in the return on investment.

Wholesale and dropshipping

If the activity allows, the best measure to increase AOV is the introduction of a wholesale sales system. Wholesale in itself implies a purchase of 3-5 units.

The situation is similar with sales through the dropshipping system (sending on behalf of a partner to the final buyer). Traditionally, dropshipping also involves ordering with a minimum threshold for the number of products, and only after payment for this, “new horizons” open up for the partner in the form of discounts, installment plans and other privileges.

Distribution of offers

Website

Design of a unique selling proposition, “packaging” of goods and kits on the website showcase, the use of widgets and special plugins and other manipulations on the website side allow you to influence the size of the average order value.

Sales department

Finalizing the sales script for the commercial department plays important role in managing the average check indicator. A big advantage is the live communication between the sales manager and potential clients, since it is possible to adapt the offer to the needs of the client, who is expecting a solution to his problem here and now. From an efficiency point of view, you will get a greater effect by offering upsell in person (example: services with a high average bill), rather than over the phone.

Email newsletters

A powerful tool for working with a generated contact database. Helps increase the average order value by sending emails to different audience segments.

Example: a visitor made a purchase, after which he received an automatically generated email confirming receipt of his application by the company. Such templates do not have to contain dry, formalized information; the text can be diluted with a banner for a discount when purchasing a second unit of goods. If you have a one-page website advertising one main product offer or service, the letter can be diluted with a selection with an additional block that contains an offer built on the cross-selling technique.

Combining methods

Promotions and discounts will work regardless of the chosen method and channel for attracting traffic.

Deadline limitation works great in tandem with discounts on second and subsequent purchases. Given a limited amount of time to complete a target action, your audience has not yet had time to forget about the company, does not have time to think and, of course, does not want to miss the opportunity to save (what if they don’t offer it anymore?). Hence the impulsive purchases on the part of the client base and, as a result, .

Implementation of loyalty programs It is advisable in industries where, in addition to sales of the main product, they sell consumables for it.

Example: by selling an angle grinder and providing a loyalty card, you encourage the buyer to return to make future purchases of metal blades in your store.

The strategy works both to retain the client and to increase the average check. Optimization of the latter is achieved by encouraging people to make more purchases at one time in order to earn more points. And so on in a circle. “Loyal” clients allow you to increase the indicator by 15-20%.

Research conducted by TechnologyAdvice has proven that in stores with an implemented loyalty program, people are more willing to add more items to their cart, and all because they get some pleasure when the seller returns part of their personal funds spent (cashback).

The advantage of this method is its ease of implementation; the main thing is to choose the right strategy.

Correlation with other KPIs

Conversion, margin, turnover and average bill are the four pillars on which profit stands. As a rule, a set of works aimed at increasing average revenue from orders is more effective, simpler and cheaper to implement than other levers of influence on the income of an online store.

AOV may correlate with:

• Website conversion rate (CR).

As a rule, the higher the average bill, the longer it takes to make a decision to send an application, and therefore the level of conversion into a transaction may fall. It should be taken into account that a drop in conversion is observed with a dramatic increase in the indicator. For example, if you decide to increase AOV by 2 times, this may cause such a reaction, if only by 5%, there should not be a significant change in CR. The interaction of these KPIs also depends on the topic, so optimization solutions are developed strictly on an individual basis.

• Turnover and marginality.

There is a possibility that a product or service with lower margins will have higher turnover.

1×50,000 = 50 tr.

50×3,000 = 150 tr.

As a result, selling spare parts with lower margins brought more profit to the site owner than the 1st car.

In the process of increasing AOV, it is important to control both indicators: margin and turnover.

• Return on Marketing Investment (ROMI).

The effectiveness of measures to increase the average bill should always be measured in terms of the return on investment for each ruble invested. Tools are used to obtain reliable data.

conclusions

The article does not describe all the ways to increase the average bill. Moreover, AOV optimization involves A complex approach to solving the problem. Test, verify in practice the hypotheses put forward, or better yet, entrust this task to specialists to obtain a 100% guaranteed result.

Receive a free proposal to increase the average bill for your business. Just submit your application using the form below!

“Statistics knows everything” or “ average temperature at the hospital" - in folk wisdom and in the domestic literature you can easily find others famous expressions, the essence of which lies in distrust or a superficial attitude towards statistics. However, there is no more important thing than statistics when it comes to any business, in particular businesses related to trade and services.

One of the most important and frequently used indicators in practice is - average bill. With proper analysis, the average bill indicator can provide a wealth of information necessary for a business owner.

The average bill is an objective parameter indicating the breadth of the product range, staff efficiency, correct positioning in the price segment, etc.

Definition of the concept

The average receipt is understood as the total volume of all purchases made during the period under consideration, divided by the total number of receipts for this period.

That is, it’s not easy total purchases made or goods sold. One purchase means all purchased goods and services during one visit by the buyer to this establishment.

Average bill size – vital information for any business owner or designated manager. Analysis of the dynamics of changes in the average shows the real place of the entire business on this moment and trends of its further development.

In fact, the average bill is a comprehensive indicator that demonstrates how well thought out the range of goods and services is, how competent the merchandising is and how well equipped the retail space is.

The average check also reflects the quality of staff service or, in the case of self-service and contactless sales, the degree of reasonableness of navigation through the retail space and competent display of goods.

Calculation rules

The simplest formula average bill calculation:

Average check = revenue / number of checks.

That is, the amount left on average by each client is equal to the amount of sales for a certain period divided by the number of customers for the same period.

Modern accounting programs used in trade and services, as well as the use of barcodes, make it possible to maintain comprehensive accounting. In addition to cost, quantities are also calculated for all item items. The program can break down receipts into different groups, show the average difference between receipts by amount, and analyze the share of large or small purchases in the total.

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Indicator analysis

Periodic analysis of receipts is an important part of working in the trade or service industry. It clearly demonstrates the whole picture of sales at any outlet.

With the help of check analysis, it is clearly determined basic moments sales:

• average check amount;
• number of checks on average per day;
• check amount intervals.

All these values ​​are necessarily used in the work of marketers. Based on them, key conclusions about the effectiveness of trading are drawn.

It is recommended to analyze receipts monthly. For outlets with high sales intensity and high traffic during the day, it will be useful to conduct weekly analysis. It is clear that a one-time analysis of checks is ineffective and does not provide the full range of possible useful information. Consistency and frequency of analysis is important.

Briefly algorithm for working with checks might look like this:

• check analysis;
• summarizing conclusions based on analysis;
• taking action based on findings;
• another analysis;
• with positive dynamics – fixation of the result, its retention;
• if the dynamics are negative, take action.

This entire sequence of actions must be systematically repeated.

Thanks to constant analysis of receipts, you can make the following significant conclusions:

Objectively, each buyer, with his earned ruble, when making a purchase, votes for a particular service or product. When purchasing again, he demonstrates loyalty to this particular product or service.

Methods for increasing the average check rate

Obviously, every pragmatic businessman wants to increase. This task is clear to everyone and is relevant for any trade and service enterprise.

An ordinary businessman cannot change many of the main factors influencing trade: the ruble exchange rate, the economic situation in the country, the seasonality of sales, etc.

Increase the average check indicator- a completely possible, and even necessary event for the further prosperity of the business. Moreover, only the internal resources of the enterprise are sufficient for it. As a rule, even two weeks of adjustments and active work to increase the average bill yield tangible results.

Increase in average check is clearly required in the following cases:

Increasing the average check in practice achieved in two ways:

• an increase in the cost of goods with stimulating advertising activity;
• increasing the depth of the check, and therefore the turnover, when with an equal number of checks the total amount will increase.

Each trade and service enterprise puts into practice its own techniques to increase the average bill. Receptions depend on the assortment offered, external factors (holidays, fashion, trends), area, time of year, etc. The whole trick lies in a meaningful combination of merchandising, personnel qualifications, and the introduction of service standards.

Basic methods increase in average check:

The most important thing in constantly working to increase the average check is correct work with the staff. Financial motivation, clear knowledge of the assortment, ownership, use of promotions and easy replacement of product positions - this is what is required from a modern effective employee. A promptly offered lighter for purchased cigarettes or a set of winter tires for a branded SUV will always be the most effective sales incentives.

Ways to increase the average check are presented in next video lesson:

There are a number of business metrics that every entrepreneur should regularly track. Of course, a grocery store and an engineering and construction company will have a different set of such KPIs. But they all lead to an analysis of revenue and profit.

For example, user of the PlanFact service Vladimir Goretsky said in an interview that for his network of pizzerias under the Dodo Pizza franchise he tracks: unit costs, labor costs, EBITDA, network expenses, capital expenses, net profit before and after dividends, labor productivity , products per person per hour, orders per courier per hour, number of new customers per week, number of new orders, average daily revenue on a weekly basis, percentage of orders via mobile app And average check.

Today we will talk about how to increase the average bill. This is a universal basic indicator, correct work with which increases profits.

What does the average check show?

Calculating the size of the average check gives the entrepreneur valuable information about the state of affairs. Alone or in combination with other figures, the average bill answers many business questions.

Here are a few of them:

• Who is your client and how solvent is he?
• Is there a good range of products and services?
• Is merchandising organized correctly?
• Are consultants good?
• Is the buyer ready for an expensive purchase?
• When does the influx of clients occur?
• Is the promotion effective?
• From what amount can customers be issued discount cards and discounts?
• When are the high and low selling seasons?

Average check formula: elementary, but you need to look at the dynamics

The average bill is calculated using a very simple formula:

However, a one-time analysis of checks will not bring results. To get answers to all of the above questions, you need to do a dynamic analysis. Consistency and frequency are important. For small businesses, monthly analysis is suitable. But if the intensity of purchases increases or high seasonal demand for your goods or services is expected, then it is recommended to conduct a weekly analysis.

Let's say you analyzed the average ticket and want to increase store revenue by 20% using this indicator. Let's take a period of 30 days as a basis. Let's calculate how many customers make purchases in the store per day (on average 380). The average bill is 620 rubles.

First, let's calculate the monthly revenue at the moment: Average bill * Number of clients per month = 620 * 380 * 30 = 7,068,000 rubles. Then we calculate an increase in revenue by 20%: 7,068,000 * 1.2 = 8,481,600 rubles. Let's find the store's new average bill. Average bill = monthly revenue / number of clients per month. During this period, the store is visited by 380*30 = 11,400 people. Then the average check = 8,481,600/11,400 = 744 (rub.) Thus, you need to increase the average check from 620 to 744 rubles.

The average check is not the average temperature in the hospital

This indicator helps evaluate the sales effectiveness of an entire group of goods or services. This analysis is good when it seems that one product is not profitable, but as a whole the group of products is selling well. Or vice versa: it seems that the product is very profitable, but sales of the segment are declining. Thus, it is very important to track the average bill for individual categories of goods or services. This will help to better form an assortment, add a new product category or product to it, and in case of poor performance, quickly eliminate unprofitable elements.

For example, the owner of a coffee shop believed that the main marginal product was brewed coffee to go, but after analyzing the average bill, it turned out that the greater profit comes from selling home-roasted bean coffee. As a result, the volume of its sales was increased, and budgets were also invested in the original packaging of grains and a stand at the cash register.

How to increase the average check. 6 ways

Marketers identify 2 main principles for increasing the average check – upselling and cross-selling.

Upselling- offering the client a more expensive or premium analogue. In the process of choosing a specific model or service, the buyer is asked to abandon the initial decision in favor of purchasing a more expensive product. There may be several reasons for this: a more modern model is already available, there is a product with better characteristics, or a more well-known and respected brand has gone on sale.

An interesting example of upselling in the sale of services. Thus, in 2018, Russian car sharing services have already increased the average bill by 23-33%. The BelkaCar company explains such positive changes by the appearance of business class cars in their fleet.

Cross-selling is a method cross selling. Its essence lies in the fact that at the time of purchase the client is offered to purchase, in addition to the main product, related products. Thus, they always offer accessories for gadgets - cases, screen protectors, extended warranty, etc. A good waiter in a cafe is simply obliged to offer additional toppings for pizza or topping for ice cream.

The up-cell and cross-cell principles require high-quality work by sales consultants or waiters (if we are talking about cafes and restaurants), which is only possible through thorough training in sales methods and perfect knowledge of the assortment. For online sales, it is very important to add the following blocks to the site: “Buy with this product” or “Similar products”, “Buy together”, recommendations from experts or other users, etc. There is a wide selection of widgets for this. By the way, we recently wrote about ways to increase online sales using widgets.

There are many ways to increase the average check. Let's look at the 6 most effective ones.

1. Loyalty program

The scheme is based on a system of rewarding regular customers and is well suited for retail. According to experts, a well-designed loyalty program helps increase the average check by 30%.

Surprisingly, the first loyalty program appeared back in the 1970s: American Airlines introduced bonus miles that could be exchanged for tickets. Today, loyalty cards carry out promotions, closed sales and tastings, and give bonuses and gifts. In addition, cardholders are also a source of sales statistics. In this way, the company can save on marketing research.

2. Product-locomotive

Such a product is the “icing” on your “sales cake.” The locomotive product attracts the attention of buyers with its benefits. Low cost or even giving away a product for free can bring more customers to the point of sale. Then well-organized merchandising, competent work of consultants, and related promotions come into play. Thus, the buyer will purchase more than one item, increasing the average bill several times. By the way, many people leave without purchasing the locomotive product.

Here is an example of such a proposal from a small printing house. Business cards will be printed completely free of charge. True, the circulation is very small and on the back there will be a link to the printing house’s website. However, in this way the first purchase will be made, and if the result is good, the client will most likely return or make a related order when printing business cards.

3. Sets

Buyers really like ready-made solutions. You save them time and help them make a balanced purchase with your expert opinion. And for the company this is a great opportunity to increase the average bill. Convenient and mutually beneficial! In cafes and restaurants these are ready-made business lunches or sets. For cosmetics, perfumes or clothing, these are themed sets for the New Year, March 8, a trip to the sea, etc.

Sets are also convenient because you can add unpopular or poorly selling products to them. An excellent solution would be a special discounted price when purchasing a set.

4. Competent merchandising

Properly arranged products are half the success of a store. There are many merchandising techniques. But to increase the average check great importance has placement of related products nearby. So, in a well-organized store space, there will always be ketchup next to the refrigerators with dumplings, and next to bakery products– a shelf with chocolate spread.

Proper zoning is equally important. Thus, it is recommended to place the most expensive and popular product at eye level. It is worth planning the customer's path through the store from the departments of products that increase appetite, for example, fresh fruit or hot cross buns.

5. Counters at the cash registers

The areas at the cash registers are the sweetest morsel. Usually, inexpensive and popular goods are located there. This is where the client makes a choice in favor of impulse purchases. Due to the implementation of such little things, the average check and sales volumes of the store as a whole increase significantly.

This method works well not only for grocery stores, but also for clothing and even building materials. At the checkout counters of famous clothing brands you can always find hair clips, socks, scarves, etc. Retailers of construction and finishing materials always place batteries and tape at checkout counters.

6. Employee training and motivation

However, the biggest role in the growth of the average check is played by well-motivated and competent employees - store consultants or waiters in a cafe. Employees must be able to offer the client a more expensive product, related products and additional services, etc. For this purpose, a salary + bonus system is being introduced. Moreover, in many companies, employees receive bonuses not for large sales of the main product, but for the sale of “add-ons”.

The consultant must know his assortment perfectly and quickly navigate through it. To do this, it is worth conducting training sessions regularly. Many manufacturing companies organize such trainings or online webinars, which can be attended by pre-registration.

Late autumn is a great time to increase the average check in almost any business. Shoppers are happy to take shelter from bad weather in shops and cafes. Those who prefer not to go out shopping are happy to do online shopping, because off-season discounts have already begun and very soon Black Friday, followed by the New Year.

Don't miss a great chance to increase your sales!

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

How to calculate

The average bill, 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 goods. If the dynamics are positive, the store is operating efficiently, but if it is negative or zero, we need to look for the reasons for the decline. The cash receipt may decrease in amount, for example, during sales periods. Particular attention should be paid to the products that generate the most income, track the behavior of competitors regarding these products and analyze their dynamics in your store.

Identifying problems with the average check in a store and ways to solve them

The average receipt contains no more than 4-5 items. The share of receipts with purchases from 1 to 3 is gradually approaching 50% of total sales. The increase in turnover was less than the inflation rate or in the case when an increase in turnover is observed when new stores are opened. Buyers stay on the sales 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 the departments, the display of goods, and the dynamics of sales during the day. Conduct an analysis of the assortment structure, prices, and turnover. An ABC - sales analysis is carried out, during which the assortment is examined, the most popular positions, products that are stale, and those that are the most profitable are identified. Assess the need for changes and, if necessary, create routes around the sales floor by installing shelf talkers and hanging signs with signs for ease of orientation in the store. Create or change a planogram and, of course, prepare special offers for your customers.

How to increase the average check

1. Increase in trade margins. If you have a unique offer and no direct competitors, this will be the simplest and fastest solution. However, a very small number of companies can boast of such an advantage. For most products there are analogues. Therefore, if the retail price increases, it will be necessary to increase the level of service and improve the service. And these are additional costs.

2. Optimization of the assortment. The category manager, together with merchandisers, can review the assortment structure, 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 require complementary products. This principle can be taken as a basis when displaying goods. Thus, when purchasing one product, the buyer will pay attention to the second one, which complements the first one, and there is a high probability that he will purchase it too, which, in turn, will increase the average bill in the store.

2. Harmonization. Use ready-made solutions, demonstrate to customers which products and how they 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 “change” goods of impulse demand located in the checkout area. Assess whether your store has a small, inexpensive item in the payment center that the buyer takes automatically when approaching the checkout. You can also duplicate the display of small but popular goods in the center of the hall, in addition to its location at the checkout.

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

5. Installation of a terminal for non-cash payment. Buyers paying by bank card, spend more than when paying in cash, therefore, the average check will increase.

6. Focus buyers' attention on more expensive goods. Sellers should shift the attention of buyers from a cheap product to a more expensive one gradually. Workers trading floor must be interested in selling a more expensive product. Perhaps it is necessary to introduce financial incentives for employees who sell a certain amount of expensive goods per month.

7. Inclusion of inexpensive goods with high margins into the assortment. It is not difficult to offer a cheap product, it will not be difficult for sellers to sell it, and there is no need for additional incentives. Inexpensive goods will attract customers to the store, who will buy more cheap goods than they originally planned.

Incentive promotions as a means of increasing cash receipts

Special offers are another way to increase the average bill. Carrying out promotions “Gift with purchase”, “When you buy 2 items, the 3rd is free”, discounts at certain times of the day, sales. Such promotions help establish trust between the store and the client and leave a pleasant impression on the buyer. Also, when promotions are carried out, conversion increases, that is, the number of people leaving the store with a purchase increases. An additional opportunity to obtain customer contact information, which in the future can be used to disseminate information about promotions carried out by the store.

Result

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