Increasing Sales per Receipt : Customer Analysis and Personal Selling as Tools
Ojala, Markus (2018)
Ojala, Markus
Tampereen ammattikorkeakoulu
2018
All rights reserved
Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2018053011384
https://urn.fi/URN:NBN:fi:amk-2018053011384
Tiivistelmä
Thesis' topic was increasing sales per receipt and it was done for an outlet which is part of a larger retail business. Objective was to analyze the current financial situation of the outlet and the current personal selling process in order to provide the commissioner with information on how to improve sales per receipt. This was done by using provided data and data gathered by a questionnaire.
The data used includes sales data provided by the commissioner, an exit-survey conducted on customers and a questionnaire that gathered data from 38 customers. The theoretical section explores relevant theories in customer analyzing and personal selling. Empirical part consists of the authors work experience in the outlet.
The data indicate that the company was performing under budgeted because sales per receipt had decreased from last year. Survey indicated that the customers received personal service and high percentage of customers were paying customers. Data highlighted that the outlet was struggling with doing additional sales, resulting in lower sales per receipt.
Further research is required to identify consuming patterns of different kind of custom-ers. The findings indicate that the outlet's employees need to focus on making more additional sales. In order to improve on that area employees could study theories used in this thesis, to gain more knowledge on how to better analyze customers and to sell more effectively.
Objective of the thesis was reached and the whole thesis is concluded with suggestions given to the thesis' commissioner on how to increase sales per receipt.
The data used includes sales data provided by the commissioner, an exit-survey conducted on customers and a questionnaire that gathered data from 38 customers. The theoretical section explores relevant theories in customer analyzing and personal selling. Empirical part consists of the authors work experience in the outlet.
The data indicate that the company was performing under budgeted because sales per receipt had decreased from last year. Survey indicated that the customers received personal service and high percentage of customers were paying customers. Data highlighted that the outlet was struggling with doing additional sales, resulting in lower sales per receipt.
Further research is required to identify consuming patterns of different kind of custom-ers. The findings indicate that the outlet's employees need to focus on making more additional sales. In order to improve on that area employees could study theories used in this thesis, to gain more knowledge on how to better analyze customers and to sell more effectively.
Objective of the thesis was reached and the whole thesis is concluded with suggestions given to the thesis' commissioner on how to increase sales per receipt.