OPTIMIZING THE PURCHASE PATH
The shopping route is a well-known notion of e-commerce site publishers but unfortunately not well-known to physical store managers. And yet, as the mass merchandisers have clearly understood, the shopping route is crucial in the middle basket.
The route of purchase is the route that the consumer must maketo arrive in cash. Have you noticed that in large areas, boxes are always located opposite the entrance area? In the franchised outlets, this route is circularly directed by the shelves: the box is always located to the left of the entrance. Why ? Because statistically, customers will enter and leave to the right immediately. They are then guided by rays to go gradually towards the exit, to the left of the entrance. Ikea, Leroy Merlin and many other brands have even gone further by formalizing this course in a playful way.
With this easy-to-use device, you bring consumers, whether they are strollers or they know precisely what they want, to get to know your different products. In addition, you give your strength to your heads of gondolas since you are almost sure that customers will pass in front.
Note : always allow the customer to take shortcuts to arrive in cash. For the hurried client who is forced to go through the entire store to arrive at the checkout may not like the strategy and may not come back.
ENCOURAGING COMPULSIVE PURCHASES
In the same way, everyone knows the method used by supermarkets and pharmacies but few exploit it: put near the boxes of inexpensive and attractive products, ideal for compulsive purchase. This method can be transposed to smaller points of sale. Indeed, many national brands already use it.
Here is the classic scenario: one patient in box, in the tail, then one locates the small display of cheap jewelry cheap, boxer shorts, food supplements, etc. We take one and then we add it to the basket, the air of nothing. One customer, then two, then 20 in the month. Your average ticket has just increased.
ENCOURAGE ADDITIONAL SALES
In a slightly different logic, cross-selling expensive e-commerce has its place in the physical shops! You arrive in cash and the seller offers you a complementary product adapted to your purchase.
For example :
- A clothing store: offer ties, leggings, gloves / scarves in winter
- A shoe store: offer soles, polishes, shoe-boards, etc.
- An organic food store: offer goji seeds, squash seeds, organic products, etc.
You can decline to infinity. The principle is simple: in the image of compulsive purchase, the proposed product must be inexpensive to facilitate the purchase decision . Unlike the compulsive act, the proposed product must really be complementary; it must add value to the initial purchase.
OFFER PACKAGED OFFERS
The kit, the pack, the ready-to-use, the “turnkey”: these are solutions that can allow you to easily increase your average basket. Because the client generally likes to make life easier. In addition, if you compose your own packs, you will offer the image of a company that has mastered its products and is able to create customized offers … but packaged. The principle: instead of selling a product, you sell several that go together. This is a corollary of the additional / complementary sale.