1. Key factors of the efficiency of a shop (average bill, conversion rate, etc.)
The revenue of a shop consists of the average bill rate and the number of customers. Average bill is the average price of one product and the bill/product rate (how many goods are bought with one bill). The number of customers is the number of all customers who have entered the shop and bought goods (conversion rate). By influencing these factors one may increase the revenue of a shop by ~ 10 up to ~ 50%.
2. We need customers. External advertising and attracting customer traffic.
Let us look at the location of the shop (Reilly’s Law), the image of the shop, advertising directed at external traffic, product range which the customer needs, favourable price of key products, regular campaigns and events, parking and working hours which are convenient for the customers.
3. We need customers – conversion rate. Turning visitors into customers.
Work of a salesman, “forbidden phrases” and “required phrases”, number of “salesman-buyer” contacts. Motivation of salesmen. Cardboard salesman, “puppy” technique, famous brands and a product range which the customer needs, the rule of 22 minutes, navigation.
4. We need goods. Increasing the average bill, working with price and product range.
What the customer and not the supplier or purchasing agent needs. Three price segments, working with markups, no deficit, the “golden shelf”, “signal prices”, “from the expensive to the cheap”, increasing the price of a product, psychological techniques of price tag design, other techniques.
5. How to sell more goods to one customer. Increasing the average bill – selling more.
Let us take a look at the slogans of salesmen, using the change to make a purchase, package sales, “Bigger portions!”, impulse goods and cross-sales, cardboard salesman and samples of goods, shopping carts and other techniques.
6. Results and conclusions. Questions.
AUTHOR AND HOST EKATERINA BUZUKOVA
Experienced practitioner with 15 years of experience on the market of wholesale and retail trade, 6 years of experience in people management, many years of experience in personnel education and development. She worked in wholesale and retail companies as a purchasing agent, head of the purchasing division, managed the commercial line.
Author of articles in business and specialized press, author of books “Category management. The course of managing product range in retail”, “Merchandising” and “Purchases and suppliers” (published by “Peter”, 2009-2015).
Author and host of seminars on product range management, category management, purchasing activities and merchandising. Methodologist, developer of courses and an experienced coach with a 12-year experience in consulting and teaching.
Over 450 corporate clients: supermarket chains “Spar”, “Azbuka Vkusa”, hypermarkets “Castorama”, “Hoff”, “Petrovich”, “MegaStroy”, “StroyDepo”, petrol station networks “Lukoil”, “Rosneft”, “MTS” company, jewellery networks SOKOLOV, Karat, Beiersdorf (Nivea) company, “Snezhnaya Koroveva” chain store, manufacturing companies “Solnechnye Producty” (fat-and-oil plant), “Wimm Bill Dann”, “TechnoNicol”, “Shatura-Mebel” furniture company, regional networks “Molniya”, “Monetka”, “Titan”, “Semya”, bookshop network “Respublika”, “Milavitsa” company, pharmacy networks “Zhivika”, “Apteka Klassika”, “PharmaImpex”, chain stores of household appliances and electronics, clothing and shoe chain stores and many others.
Over 70 consulting projects implemented, over 20 exhibitions and conferences held.
The business programme is being constantly updated!
Moscow, IEC Crocus Expo, March 27-29, 2018
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