How to promote a grocery store: market and competitor analysis, strengths and weaknesses of the enterprise. How to increase revenue in a small grocery store How to increase sales in a kiosk

Own business is optimal solution for those who are tired of working for "uncle" or "aunt". However, this or that enterprise is not yet a guarantee of a comfortable old age and financial prosperity. It is important to conduct your business correctly and try to avoid the most common mistakes that can lead to not the most favorable consequences.

To promote a grocery store, it is not enough just a good location of the enterprise and low prices. An important role is played by competitors and potential buyers, whose needs to be taken into account in the first place.

Considering the fact that the grocery store already exists in a certain area, the choice of the optimal location no longer has the right to exist. This means that it is necessary to build on the existing features of the enterprise, that is, to make sure that the location of the store plays into the hands of its owner.

Competitors

Grocery stores are a type of enterprise that is characterized by quite a lot of competition.

In order to operate successfully in this area of ​​business, it is necessary to take into account competitive enterprises and use strengths your business.

For example, arrange sales and lure customers with low prices, conduct advertising campaigns and announce discounts.

Working hours

Grocery store opening hours play an important role. Is there a convenience store nearby? If not, why not extend the time of your own? This will increase the number of buyers and.

Of course, you will have to tinker with obtaining a permit for trading at night, but the possibility of selling alcoholic beverages will become key factor which will increase the profitability of the enterprise.

Suppliers

How it works? Let's take, for example, the real cost of 1 kg of oranges - 50 rubles. We lower the price and announce it to the buyers. We calculate the amount of the estimated loss and redistribute it to other goods.

The most correct and true policy, which is guided by experienced entrepreneurs who have achieved success in their business, is to sell a lot, not expensively. That is why novice businessmen need to learn how to increase profits with a large turnover of products, and not try to make capital by selling bread at the price of meat.

It is enough to go to the shops of competitors and set the price for a particular product at least one ruble lower than in similar stores. This will allow you to increase and acquire an expanded client base.

Service

it separate topic talking about proper management business. No matter how good the grocery store is, no matter how low the prices are in it - all this does not matter if an angry and untidy aunt sits behind the counter or cash desk, spitting seeds and being rude to customers.

It is the attitude of staff towards the client that plays a fundamental role in the successful development of any commercial enterprise. The buyer must receive an answer to any question posed regarding the operation of a particular grocery store. It is unlikely that the same old woman who asked about the composition of the sausage product and did not receive an answer would want to go to this store again. But a woman who came for a liver for a cat, seeing a pleasant attitude towards herself and due attention, will certainly want to return to this grocery store.

A courteous attitude towards customers is the key to a favorable impression of customers about the outlet.

The most common mistakes new entrepreneurs make

Surely, many have repeatedly tried to reproduce in reality all the indicated ones, but have not been able to achieve the desired result. In order to make sure that your actions are correct, you should pay attention to a few more points, the implementation of which is mandatory for successful development grocery store:

• A grocery store sign should be stylish, bright, creative and eye-catching, not a dusty reflection of the Soviet era.
• The cost of some products must be lower than those of competitors. This really works for the benefit of the grocery store.
• The assortment list leaves much to be desired. It was in Soviet times that sausage was of the highest and first grade, that is, there were only two names. Now the buyer has the opportunity to choose the best for himself and his family. This is what you need to use, constantly expanding the assortment list of the store. There is no need to be afraid of experiments - you can try to sell exclusive varieties of coffee or alcoholic beverages, try to sell sausages of an uncommon type. By the way, not every grocery store has rabbit or beef meat products - why not take advantage of this absence and fill this gap?

• No exclusive product. You need to make sure that in the city only in your store you can buy this or that product. You can run an advertising campaign, arrange a weekend tasting of an exclusive sauce from a well-known manufacturer - subsequently, customers will know that this particular store offers a wide range of all kinds of dressings for dishes.
• Low prices and appropriate quality of food products. Sometimes you should not fall for the cunning tricks of unscrupulous suppliers and buy low-quality products from them at a low price. It is better to take quality, not quantity.
• Lazy and illiterate sellers, who, among other things, are also not clean at hand. Here the conclusion suggests itself - no one will go to the store again, where the sellers are rude or deceive.

The present times are characterized by a large number of retail chains, which place their trading facilities literally at every step. Oddly enough, but the average buyer still lacks an individual approach and communication with the seller. That is why we have every chance to win back our niche from large enterprises and win over the buyer.

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What are the ways to increase sales in the store? A key issue in many consultations. We all think that there is a miracle tool called "Huge Sales" that works immediately after its application and immediately increases the store's revenue. On the this moment this tool is not available to us, so let's try to deal with the increase in sales from the point of view of common sense. In order for the store to sell more, we, in my opinion, can only do two things:
1. Sell to more people, that is, increase the flow
2. Sell for a large amount, that is, increase the average bill

Let's take a look at each direction in turn.

Increase the number of buyers and the frequency of purchases

If we follow the path of increasing the number of purchases, then we will begin to work as a store marketer. How to make more pure purchases than in the previous reporting period?

We can attract more people to the store. According to retail statistics, at least 1 out of 10 who have entered will definitely buy it. In many stores, this statistic is higher. So, if not 10 people come to me a day, but 50, then the number of purchases I will have is not 1, but 5.

To increase store traffic, I can use various tricks:

1. Place "stops" (advertising materials designed to stop a person and direct him to the store) on the shopping "trail" next to the stores. Surely you have an understanding of where people most often go near your store. That's where the "stop" should be placed. This advertising material designed to make a person remember the existence of the store and go into it.
2. Provide promotional advertising. We can talk about our store through the right channel: glossy magazines, directories, radio, TV, advertising in places of residence, on the Internet, etc.
3. I especially recommend using cross-events, that is, joint promotions with someone. The key idea of ​​the joint event is to attract a new flow of customers to the store from their partners. For example, a stationery store conducts a cross-action with a nearby office center, distributing discount coupons on the territory of the OC. Additional people come to the store, attracted from the partner center. Or, for example, a clothing store hosts an event with a popular jewelry store aimed at exchanging flow. In a clothing store, upon purchase, they give out a bonus and a catalog for jewelry, in jewelry they give out an invitation - a flyer for clothes. These events allow you to capture a targeted, and more loyal target audience, and at minimal cost.
4. Place advertising media on the "border" of the store coverage. Each store has its audience reach, that is, where people are willing to go or go to your store. For example, for a grocery mini-shop, the coverage area will be several neighboring houses, since no one will run for bread and matches at a distance of 15-20 minutes. For a large outerwear store selling exclusive brands, this distance will be no more than the area in which the store is located. Thus, you can draw a circle - the area of ​​your store. Moreover, within this circle, 1-2 zones can be distinguished by warmth - the frequency of the appearance of people from these zones. The smallest circle is the warmest zone, usually people living nearby, in neighboring houses with a shop. These are people who are very comfortable visiting you along the way. The next circle is the average warmth, this is your work coverage, on average it is several stops / ways to the store. This is the bulk of the buyers. It is on the border of this circle that you need to place advertising in order to gradually expand the coverage of the territory.

We can also take the path of increasing the quantity, that is, the frequency of purchases by current customers. There are two key areas of work in this block:

a) Increasing the frequency of purchases by your audience

b) Increasing store conversion

To increase the frequency of purchases by your audience, we will work with the customer base of the store.
Any customer base of the store is divided into buyers who buy our goods as often as possible; main mass and "ballast".

The first type is active and loyal customers. Our store is "first on the list" when the need arises. This means that when the buyer needs to buy, for example, shoes, he will go first to our store, and then, if he doesn’t pick it up, to all the others. These are the most beloved clients. The share of such buyers is 20-30-40% of the total audience.

The second share - the bulk, buys from us from time to time, and can "change" the store depending on the assortment, price offer and convenience of purchase. For example, if a customer needs to buy shoes, then he first goes to another store where there is a sale or he has a special love for the assortment, and then he comes to us.

The third part is people who buy from us rarely, by chance. These are visitors, or not our target audience.

To increase the frequency of purchases by the bulk of buyers, we can use a loyalty program and one-time promotions. A loyalty program is a system of activities aimed at retaining and encouraging customers. What for? Because retaining customers is CHEAPER than attracting new ones. There is another pattern - 20% of buyers bring 80% of profits. These customers can be encouraged to come more often and buy more.
Our program should solve several problems:

1. stimulation of constant customer requests;
2. increase in the frequency and amount of purchases;
3. formation of information base about clients;
4. formation of a positive image of the company in the eyes of the client;
5. Attraction of new clients.

I recommend using the mechanisms of cumulative discounts or bonuses, with the possibility of paying for purchases with accumulated bonuses, with several levels of participation and the possibility of point promotion. For example, program X, where there are 3 levels of bonus cards (7-12-25% of the purchase to the account), with the ability to pay up to 50% of the purchase with bonuses, and the possibility of receiving additional bonuses for specific actions, for example, buying more than 3 positions.

The second way to increase the number of purchases is to increase the conversion of the store.
Conversion is the ratio of those who bought to those who came, that is, the number of checks to the number of visitors to the store. There is a common sense that the conversion should aim for 100%, but even a figure of 50% will be quite acceptable for many stores.

It is important to understand why the conversion may be low? Most often, there are two reasons: poor merchandising and inefficient work of sellers.

Merchandising errors are incomprehensible or inaccessible display of goods. When the buyer cannot understand the logic of product placement, find the desired position on their own, try / try on / feel the product. Or the merchandising of the store is too inexpressive, there are no accents and flow brakes. Shoppers walk through the store without stopping to choose. Calculation correction is a simple matter, we will not dwell on it. It is easy to check this reason - go out into the hall and try to choose something yourself, without the help of sellers; Better yet, ask someone who doesn't buy from you to make their own selection. And then ask for feedback - What is convenient? What is not?

The inefficiency of sellers is either in the inability to start a dialogue with the flow of buyers - and the flow leaves without buying; or in the inability to bring the sale to the checkout - in closing the deal and working with objections - and the flow leaves without buying. Here you can help only by training sellers, preferably in trading floor with real buyers and writing them cheat sheets (that is, work standards) with prescribed phrases. From experience I can say that the main reason for such behavior among sellers is the unwillingness to be intrusive, we read the fear that they will send; therefore, this disease is “treated” only by obtaining a new positive experience. Therefore - in the hall!

Sell ​​for a large amount

But you can solve the problem of increasing sales in a fundamentally different way. You can leave the customer flow at the current level and work on increasing the amount of purchases. The check amount can be increased either by selling more pieces or by selling more expensive items in the line.

The easiest way is to increase the number of purchased goods. For this task in merchandising, they work: duplication of popular goods at additional points of sale, placement of small items in the checkout area, creation of layouts in sets.

The main role in expanding the check is with sellers, because it is they who offer to purchase something else. In order for sellers to expand the check, they must be taught this (this is one of the most problematic blocks of sales technology) and rewarded for the desired behavior. In the teaching technique, speech cheat sheets come to the fore - what and how to offer? Motivated by internal competitions and promotions (see June newsletters)

Also, sellers are quite capable of offering and selling, first of all, the most prestigious (expensive) product in the line of analogues. This does not mean that you should “push” a person with a product that is not his needs. This means that when the buyer's request is clarified, then usually 2-4-6 trade items with similar characteristics are suitable for him. And these positions can be arranged by price, from higher to lower. So the seller should start showing/telling from a more expensive position, moving down. Or start with a cheap one, and offer a more expensive second position. Everything usually rests on the seller's ability to coherently and beautifully explain the difference in price, the so-called added value of the goods. The added value of the product is the additional benefits for which the buyer is willing to pay more. They need to be found and commented on. It will also require work with staff, for example, mini-trainings on the presentation of expensive goods in the morning.

So let's sum it up:

1. To increase sales, we sell to more people and increase the average purchase amount.
2. Our tools for this are: external marketing activities, store merchandising and staff performance improvement.
3. The way to get started is to analyze the operation of your store and understand its weakest point, that "hole" into which potential sales flow. Small stream? Low percentage of loyal customers? Low purchase frequency? Small store reach? Low conversion? Low average check? Inefficient placement of goods in the hall?

By comparing all the data, you can form an action plan to increase the level of store sales.

Most entrepreneurs who started their business from scratch, and experienced businessmen, are concerned about the question how to increase store sales?

This article will look at 9 effective ways that can increase profits.

A big plus: they do not require additional solid investments in implementation.

How to increase sales in the store: we determine the main factors

Before moving on to the main topic, how to increase sales, it is necessary to determine what their level depends on:

A huge role in the sale is played by the location of products on shelves, racks or hangers.

There is even a special "science" - merchandising.

What matters is how the product looks.

For example, it will be difficult to convince a client that this meat is worth buying if it looks like it has been in the window for a week.

Products must be whole, clean, look presentable.

1. Also, of course, the level of sales depends on the ratio of price and quality.

And now let's go directly to the study of the main tricks that will help increase sales.

9 effective ways to increase sales in the store

Rule number 1. The more expensive, the better

For each visitor in the store, the sales assistant should be closely monitored.

And not because the buyer can appropriate something for himself and not pay for it at the checkout, but in order to offer the product more expensive in time and thereby increase the number of sales.

Sounds absurd?

For example, a sales assistant noticed that a visitor was already ready to buy a hat.

At that moment, he approaches, and without any obtrusiveness and trembling in his voice offers a similar product, only 15-20% more expensive.

Of course, not just like that.

At the same time, he refers to the fact that the hat he proposed:

• several orders of magnitude better than the previous hat;
• produced by a well-known company;
• this brand will be popular next season;
• be in the status of exclusive accessories, etc.

No fashionista can resist such a list of advantages.

In addition, psychology works here: most people cannot pronounce the phrases “this is expensive for me”, “I want something cheaper”.

This move allows you to increase the number of products sold, despite the fact that "misfires" in this scheme, of course, happen quite often.

But even if 30–45% of all visitors fall for this trick, this method will increase conversion by 22%!

Rule number 2. The more the better

In order for a consumer to buy not one, but several products, he needs a good reason.

Let's go back, again, for example with a hat.

Only in this case, the seller should raise sales by offering to additionally buy another item at the outlet, and not a similar product.

For example, purchase suitable gloves or an elegant scarf for a new hat.

In no case should an employee force them to try on the offered product and be intrusive!

This will have the opposite effect.

The shopper may even continue to bypass the store on the 10th road to avoid this 'sticky character'.

The seller must demonstrate the second thing, describing its merits.

It is important to explain to the person why he would leave with two purchases at all.

For example, noticing that the proposed scarf is in harmony with the chosen hat, while creating a full-fledged fashionable look.

This is a good trick that allows you to increase sales in the store.

Rule #3

This rule is in some sense "consonant" with the previous one.

In every clothing store there are products that can additionally increase sales, but are usually not offered to customers when choosing a main item.

This is the so-called small things, which are usually put up in the checkout area or on small racks around the trading floor.

Such related products can be:

• scarves;
• hairpins;
• umbrellas;
• bijouterie;
• various cases, wallets.

How it works?

For example, a man buys jeans.

At the checkout, he is offered to purchase an additional pair of men's socks.

This is argued by the fact that then the purchase amount will reach the required minimum in order to open a discount card.

Few of the buyers will refuse: socks will always come in handy, and participation in the funded system is an opportunity to save on purchases in the future.

The consumer seems to be profitable investment and he agrees.

Although the profit of an entrepreneur from one such sale is small, but if you sum up the results of the month, then the increase in sales using this method becomes obvious.

Therefore, store owners should not refuse to use such zones, and they should also motivate sellers and cashiers to mention the existence of such goods to customers.

Rule #4

Use methods that will allow you to find out the contact number of the buyer at the time of the sale of any product.

The easiest way is to ask to fill out a small questionnaire, for which the client can receive a discount card.

In this way, you can create a database of store visitors.

How will this help increase sales at the point of sale?

The collected contact numbers of consumers are used for calling.

Here's how consultants can argue a call to a buyer:

1. Informing about new deliveries to the store.
2. Messages about great deals.
   For example, “buy one razor as a gift for a man on February 14, get the second as a gift” or “we will pack it in beautiful gift paper for free.”
3. To find out why the customer has not visited the store for a long time, and whether he has any wishes regarding the service or product.

The ability to properly work with such a tool is a real art.

It is worth doing this only to those employees who have good diction and know how to work with objections.

They also give a good response rate, and will also increase sales in the store.

The effectiveness of this method is confirmed by statistics:

Rule number 5. Enter a discount card

To increase sales in the store in this way, you need to familiarize yourself with the two sides of the coin of this process.

The positive side of the coin

How to increase sales in the store?

Basically, an increase in the number of consumers. And the discount card allows you to "get" them.

Buyers will always be attracted by the opportunity to save.

For example, a girl wants to buy a handbag. This model is in two nearby stores. Only in one she has a discount card, and in the other she does not. Of course, she will go to buy goods where at least a small savings awaits her. Reasonable, isn't it?

With the help of discounts, we can increase sales by attracting more customers, rather than inflating prices.

Negative side

When issuing such cards to regular customers, the store loses the lion's share of profits.

Like it or not, but the amount “underpaid” by the buyer is lost profit outlet.

Therefore, the expediency of using cards must be calculated in each case separately.

Each owner will decide whether to use this method of attracting visitors.

But its effectiveness cannot be denied. Moreover, the efficiency is gradually increasing.

Pay attention to the comparative statistics of whether the presence of a discount card affects attendance:

Rule #6

This is another move that aims to increase sales in the store.

Calculate the average enterprise and add approximately 25–35% to it.

This amount will be the benchmark for the bonus program.

For example, the average store check was about 2,000 rubles. Then, in order to receive bonuses, the buyer will need to cross the threshold of 2,500 rubles (2000 + 25% = 2500).

Come up with some gifts as an encouragement.

It can be both store products and any products of partner companies.

In this way, it will be possible to increase sales in the store.

In addition, teach your employees to pronounce words such as: “You made a purchase in the amount of 2,320 rubles.

If you purchase goods for another 180 rubles, we give you one of the gifts to choose from:

• plush toy;
• torch;
• trinket;
• handle;
• fridge magnet".

It can be anything! The main thing is to interest the buyer and make him pay even more.

Also, instead of gifts, under the terms of the bonus program, you can earn points that customers can spend on purchases in the future.

It kills two birds with one stone: it attracts people and makes them become regular customers.

The scheme is this:

Rule #7

This list of the top 10 ways to boost your store sales would be incomplete if you look at promotions.

Promotions will always exist, because this is the easiest way to increase the volume of goods sold.

They allow you to motivate a person and incline to more spending than he originally planned.

The most effective scheme that will help increase sales is 2 + 1 or 3 + 1 (buy three items and get the fourth one for free).

This method not only allows you to increase sales in the store, but also helps when changing products to a new collection or switching to another season.

The store sells several things at once that could lie without being sold, instead of writing them off and sending them to stock centers.

In addition, this method will help increase the number of customers in the store.

It was noted that information about such actions is distributed with the help of "word of mouth" especially actively.

Rule number 8. "Book of complaints and suggestions"

According to the law, each entrepreneurial business must have such a book and issue it at the first request of the client.

But often the owners completely ignore their presence: the document is sent “to the table”, and is issued only upon urgent requests (“or you never know what nasty things they write to us”).

Meanwhile, this may be one of the reasons why it is not possible to increase sales in the store.

Surprised?

The fact is that according to complaints and suggestions, self-respecting boutiques or retail outlets determine what exactly the buyers lack!

Of course, you should not offer every visitor to leave a record there.

Instead, short surveys can be introduced.

They can be carried out by cashiers when selling goods, and you can also place a box for requests and wishes on the trading floor.

Buyers can be asked how they feel about:

• the price level in the store,
• variety of assortment
• service personnel,
• the atmosphere in the store (playing music, decor, product layout).

In addition, you can unobtrusively ask to leave a comment about the work of the outlet on the site.

This will not only give feedback, but also attract new people to visit you.

Answer sheets should be USE, improving the work of the outlet, and not sending it to a distant box.

Then you can increase sales by correcting possible problems.

The video contains practical advice to increase the level of sales from an experienced entrepreneur:

Rule #9

To increase sales in the store, you need to think not only about selling “here and now”.

Work for the future.

For example, a person bought an expensive tablet, phone, laptop in your store.

And suddenly, after a day or two, representatives of the store call the buyer and ask:

1. Is the consumer satisfied with the purchase?
2. How quickly did you manage to set up an expensive acquisition?
3. Do you need help with technology?
4. Do you have any suggestions to improve the store?

Agree, this gesture is very pleasant.

Each person will appreciate such care.

In addition, you will definitely want to tell your friends and acquaintances about this step of the store.

And word of mouth is an effective method of free advertising.

The above methods will help you decide how to increase store sales.

But we must not forget about the main thing behind the "tinsel": the key to the success of the outlet is customer care, high-quality goods and highly qualified sales consultants.

If everything is in order with this “base”, the methods described in the article will help increase sales in the store in short time.

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How does it happen that someone closes shoe shops, and someone, on the contrary, opens and creates his own network. What is the secret of a profitable business? Ways to avoid bankruptcy and how to increase profits? One important strategic direction of development is marketing planning which is essential for any business. Without it, shoemaking and repair services may cease to bring enough profit or even go bankrupt. Consider marketing opportunities to increase profits in shoe tailoring and repair services.

How to increase profit: method 1!

People appreciate professionals, but they are also not indifferent to the atmosphere in which they are immersed when they come to the shoe shop. Masters are sometimes neglected appearance and order in the workshop. Coming to such a client, you can see a dumped tool, dirty clothes of the master.
It is much more pleasant to enter a clean, bright room with order when you are greeted by a master in a uniform with the logo of the workshop, thus showing the seriousness of the company. There is more trust! And with a quality service, you want to return to such a master again and again! Create an interesting cozy atmosphere in the workshop to make it pleasant to be in it.

Create a customer-friendly service!

Start with the simplest and most accessible to everyone.
1. When handing over shoes to the client, wrap them in a bag with your logo or, if this is not available, then simply in a bag.
2. Upon completion of work on the shoes, you can inform the client by SMS notification that you can already pick up the shoes.
3. Offer delivery service to nearby areas. This is especially true for large cities, when time is valued and you don't want to waste it going to the workshop.4. Review workshop schedule. Make it convenient for customers.
Often workshops work until 18-19, and the working population does not always have time to fall into this schedule. You can rearrange the schedule for an earlier opening time at 7-8 in the morning, then it will be convenient to go to the workshop before work. Or shift the closing time to a later time in order to be in time after work.
5. Sale of related products! After all, it is convenient, having come for shoes, to buy sponges, creams, laces, insoles, spoons for shoes, flavors and all in one place.

How to create a stir for tailoring shoes and other services?

People love something new, it attracts attention, why not use it to keep the attention of visitors.

1. Run promotions from time to time. For example:
On Mondays, replacement of heels with a 30% discount;
On Tuesdays, replacement of arch supports with a 20% discount;
On Wednesdays sole prophylaxis with 15% discount;
Tailoring of winter boots in the summer with a 15% discount;
Tailoring shoes in winter with a 10% discount, etc.
2. Issue family discount cards for a repair order, for example, from 2000 rubles.
3. Give small necessary gifts for large orders. For example, a notebook, pens, key chains, sponges for shoes, which will be useful and not expensive.
4. Hold competitions, for example, children's drawings on a shoe theme, a certificate for free repairs can serve as a prize.

How and where to look for clients?

Thinking about how to increase profits, you should think about effective advertising:
- Pasted ads on the entrances;
- Advertise on the radio
- Through the Internet - creating your own website, groups in social networks, free classifieds boards, placement in catalogs and city directories.

You can also study:
- to conduct master classes for designers in the clothing and footwear industry, thereby you can find potential customers for designer tailoring of shoes.
- to recruit students who want to learn shoemaking from scratch.

A wide range of services - more opportunities for profit!

Expand your services!

Organize shoe making. First as an individual, and then when purchasing equipment and mass.
- you can release your own exclusive line of shoes, for example, cowboy boots or woven sandals, which are popular lately. And if you advertise in groups of social networks with an audience that loves ethnic, boho, cowboy style, then the demand will be constant.
- open an online store selling your footwear products. And if there is sufficient production, offer bulk deliveries.
- sew shoes not only for ordinary ones, but also for creative and dance groups.
For example, costumes for animators can be sewn in any studio, but there are problems with finding suitable shoes, because there are not very many shoe-making workshops. And you have to order it through online stores from other regions. In a large city, there are more chances to be realized in this area.

Custom-made shoes are most often used by people with non-standard foot sizes. And they will be able to become regular customers, because they will need shoes for every season.

Apply at least some of these tips, and the result will not be long in coming.

In a conversation about how to increase revenue in a store, you should first deal with the factors influencing it.

There are many reasons that affect revenue of course, their nature and strength depends on the focus and activities of the business, so in reality they can vary slightly.

Nevertheless, it is possible to single out global factors with a single, universal model, suitable for the realities of the store's business processes.

For convenience, we divide them into 2 categories:

1. internal;
2. external.

The second group is rather exploratory in nature, helping to form an understanding of the external, superficial influence exerted by the state and society.

Particular attention should be paid to the first group, since the leader, who is responsible for the development of the store and, accordingly, the growth of the revenue itself, is able to independently form these factors.

Internal

Factors related to input resources:

• Capital investment.
• Equipment.
• Volume of human resources.
• Technology and know-how (eg self-service system, accessibility for the disabled).

Factors related to production processes– business structure:

1. Personnel: career development, motivation, industrial relations training.
2. Use of buildings and equipment, maintenance, development.
3. Raw materials and energy carriers.
4. Working methods.
5. Organization systems and management style.
6. Feedback: measurement, analysis.

Factors related to the sale of products:

• Volume of production (the number of products sold in general - the turnover of the store).
• Product range (breadth of product selection).
• After-sales service (retaining existing customers with low-cost operations - more on that below).
• Product price.
• Package.
• Technical excellence of products.
• Availability of goods at any time, in the right quantity.
• Warranty system.
• Market share.
• The image of the company in the eyes of consumers.

External

Business cycle and structural changes:

1. Business conditions, competition.
2. Structural shifts between sectors of the economy.
3. Change in capital structure.
4. Demographic and social changes.

Resources:

• Land: availability, price.
• Raw materials and energy carriers.
• Access to finance: external investment.
• Labor force: supply-demand ratio, education, flexibility, mobility.

Government policy:

1. Fiscal and tax policy.
2. Education and training of personnel (level of secondary, higher education).
3. The policy of smoothing cycles (stabilization of the economy in the country).
4. Business efficiency improvement policy (simplification of processes related to document flow and reporting).
5. Structural change policy.

Ways to increase profitability

• Recalculation and optimization of input resources (raw materials, energy, employees)— reduction of unwanted, useless spending.
• Increase in the average check- this indicator is very important and easy to calculate - you need to divide the amount of purchases for a certain time by the number of checks. By changing it to positive side, you can significantly affect the revenue of the store as a whole and raise it. For this, the use of “cross-sell”, that is, cross-selling, when it is additionally proposed to take something else to the main choice, is suitable.
• Customer lifetime value (LTV)– moving away from the paradigm that many more new visitors will come to replace the old ones, focusing on cooperation with regular customers.
• Expansion of the assortment of the store (number of units of goods)- by pushing its boundaries, it becomes possible to hook as large an audience as possible.
• Product cost- providing the store with goods from manufacturers, dealers with more favorable conditions / discounts often allows you to increase revenue by reducing purchase costs.

How to increase the income of a grocery outlet?

And now, after getting acquainted with the bases that affect revenue, let's figure out how they should be used for the benefit of the store. Of all the options we will highlight the most significant and effective techniques and build a chain.

For clarity, let's choose a simple goal: to increase the revenue of an ordinary grocery store.

1. Digitization of store results.

   First of all, you need to understand why the revenue remains unshakable. Outstanding entrepreneurs in any situation recommend relying solely on real numbers, and visualize them, in turn, using simple and clear diagrams.

2. Increase in attendance.

   Effective ways to do this are ordinary discount cards and discounts - a fairly common practice for grocery stores that allows you to increase revenue by increasing the flow of customers.

   Thanks to the introduction of discount cards, customers will have a more positive attitude towards the store, preferring to make purchases with some savings on their money.

   As for discounts, they can be organized within certain time intervals (for six months, a week, a month, a day, only in the morning or in the evening), among a specific segment of customers (housewives, pensioners, adherents of a healthy diet).

   Reference: research conducted by psychologists suggests that the minimum discount threshold perceived by the audience is 15%. This must be kept in mind, as more austere numbers will go unappreciated.

3. Increase in the average check.
   • Duplication of the most popular product in additional points of sale of the store.
   • Offering customers various bright little things in the checkout area, you can focus on creative packaging to manipulate the emotions of the buyer.
   • Formation of ready-made kits from the most popular goods, or from leftovers that for a long time are in stock.
   • Integration of promotions: holding contests with nice gifts for those who collect the specified amount in their check.
4. Saving resources.

   In order to eliminate the leakage of money, it is possible to replace inefficient employees who do not benefit the company with more productive employees in the store. And sometimes it is more profitable to deal with employees one-time, and not to keep a specialist in the team who occasionally solves single tasks.

   Another way to save money is to calculate the cost of rent, electricity and maintenance of a particular equipment and look for alternative options.

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