System of discounts for the most... Let's learn how to make discounts correctly. Delivery of goods to the client

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Loyalty programs are a system of rewarding regular customers. They help manufacturers cope with competition, attract and form a pool of regular customers.

Recently, the effectiveness of such programs has been declining. This was confirmed by the COLLOQUY center, which conducted a study in 2015. The client does not see real benefits, perceives bonus programs as an attempt to sell unnecessary goods and stops trusting brands.

This doesn't mean they don't work. For each task, it is necessary to select a special loyalty program. In this article we will analyze 8 programs and help you choose the one that is suitable for your business.

1. Bonus for every purchase

Where it works: grocery, perfume and hardware stores, gas stations, catering outlets, airlines.

The more often a customer buys, the greater the discount he earns. With the accumulated points you can buy a free product or get a discount. The program works in the areas of quick and short-term purchases. A good example on the Russian market is the Podruzhka chain of cosmetics and household chemicals stores.

How it works?

When making their first purchase, the client issues a card to which bonuses are awarded. The more you buy, the more bonuses you get on the card. They can be spent on the following purchases: receive a discount or pay for goods in full.

Podruzhka chain of stores

In Podruzhka cosmetics stores, the assortment differs from the usual Rive Gausha or Letual. The chain's stores are located beyond the Garden Ring and in the Moscow region. The main location is residential areas where a pool of regular customers is formed. Therefore, the range of products is wide; for example, Japanese cosmetics can only be bought here. Affordable prices, flawless customer service.

The company has developed a flexible discount program for customers. The discount depends on the amount the client made purchases in the previous month:

Up to 1,000 rubles - 3%

1,000 – 1,500 rubles – 10%

From 1,500 rubles – 15%

With such a system, it is profitable to buy hygiene products, cosmetics and household chemicals in one place. If last month the purchase amount was 5,000 rubles, then next month the client will receive a discount of 750 rubles. The discount accumulates regardless of whether you accumulated this amount in one visit or came to the store several times. But if the client does not have time to use the bonuses within the next month, they automatically expire. This motivates you to buy constantly and receive monthly bonuses.

Pros:

• a flexible discount system that motivates you to buy more and maintain a high discount;
• accumulated bonus system;
• personal communication with clients. Creates trusting relationships;
• additional bonuses on purchases.

Minuses:

• the program may not work if there is no communication with clients;
• To participate in the program you need to make a purchase and receive a bonus card;
• Feedback from the client is required;
• To receive a discount, you must present a bonus card;
• complex implementation system.

Result:

Long-term relationships with the client are formed. A bonus program requires a system of rewarding the client at every stage in order to constantly maintain his interest. The program will work in online stores, offline points of sale, airlines and hotels. When implementing, you need to know not only the frequency of purchases, but also the average bill. The bonus must be equivalent to the cost.

2. Percentage of all purchases

Where it works: clothing boutiques, car services, flower shops in a residential area.

A fixed and permanent discount on your next purchase is a simple and ineffective type of loyalty program. The client does not know how much money he has accumulated on his card, so he is not motivated to make a purchase. In addition, to get a good discount, you need to buy often and a lot. Usually such a frequency is not needed, as a result the program is forgotten.

A card with a fixed discount percentage is common in stores where purchases are made once every 3-6 months. For example, flower shops, clothing boutiques or car service. The discount does not provide additional motivation. Most often, they simply forget about it due to the widespread use of this loyalty program.

How it works?

When making their first purchase, the client receives a store card with a fixed discount. Bonuses do not expire, are not replenished or cashed out. The discount can only be used upon presentation of the card. The loyalty program no longer influences repeat purchases.

Loyalty program in GAP stores

When purchasing over 1,500 rubles, the client receives a bonus card with a 5% discount. There is no savings system, and an additional discount is given only on your birthday. A client can buy for 5,000 rubles and get his 5%, or for 50,000 rubles and get the same 5% - the discount percentage will not change. During sales periods the bonus card is not valid. The discount does not change, and it cannot be activated during sales.

Such a discount program is ineffective, but will be useful for stores that rent their own premises in residential areas. A convenient location and an additional discount will counteract a trip to the shopping complex. A card with a fixed discount will not motivate purchases in the same place: similar discounts await the client in the opposite boutique with a similar assortment and prices. Therefore, with the same discounts, the client will choose the store that provided better service.

Pros:

• the system is inexpensive and easy to implement;
• the client always knows his discount.

Minuses:

• lack of recognition of the loyalty program. Everyone has similar programs;
• limited action. If bonus points can be given, awarded or taken away, then this will not work with a discount. It is unchanging and constant.

Result:

The discount program is easy to implement, but does not motivate people to make more or more frequent purchases. The company's margins will decrease, but customers will not be interested. It is better not to use the program, but to rely on customer service or product quality.

3. Free promotional items

Where it works: grocery stores, gas stations.

Rewards for purchasing N quantities of goods are suitable for retail stores and service providers. The effect of the program is short-term. Competitors will also use this model, so bonuses are devalued. Especially if competitors have similar products on sale.

How it works?

The client buys two promotional items and receives the third for free.

Loyalty program in the Gazpromneft gas station network

The Gazpromneft gas station network has a promotion: when you buy two products, the second one gets a 50% discount. The client saves ¼ or 25% of the total cost. The system increases the average check due to the obvious benefits that can be obtained here and now. If the client has a Gazprom Neft card, then bonuses for purchases are additionally awarded to the club card.

Motivation: bonuses and discounts on purchases. In the future, the client can count on free refueling.

The program works until the client knows the real price of the product. Prices in stores at gas stations are 15-25% higher than in supermarkets. At a gas station, the client will buy 3 packs of chewing gum at the price of 2 for 99 rubles per piece. and will spend 198 rubles. In the store, such chewing gum costs from 57 rubles per pack. For three packages the client will pay 171 rubles.

Loss when purchasing from Gazprom - 27 rubles

Lensmaster optics store chain

The Lensmaster chain of optical stores has the opposite example. Here, bonuses are not awarded immediately, but at a certain stage. When purchasing contact lenses, the client receives a card indicating the number of similar purchases. When he accumulates 10 seals, he receives a gift: the 11th pair of lenses as a gift.

The motivation for shopping at Lensmaster works productively only at first, until the client finds a similar product at a low price in another optician.

At Lensmaster you can buy 1-Day Acuvue Moist for Astigmatism lenses for 1,780 rubles.

The same lenses in Ochkarika cost 990 rubles.

When purchasing 10 lenses, the difference between purchasing identical lenses in Lensmaster and Ochkarik will be 7,900 rubles. With such a difference, a gift in Lensmaster no longer seems like a gift. The client will not return to the store where they are trying to make money on him by deception.

Pros:

• the program is easy to implement and not expensive;
• transparent client reward system;
• It is not necessary to have a loyalty card to participate in the promotion;
• clear and immediate benefits for the client;
• motivation to buy more;
• additional bonuses that can be exchanged for another product.

Minuses:

• inflated prices for goods scare away customers;
• the client feels deceived. The impression of the company is spoiled and a negative perception is created;
• there is no direct interaction with the client;
• the strategy should be thought out at least six months before the launch of the program. The company agrees on the product and price with the supplier, who is ready to provide his product at a low price. Otherwise, the price of the product on sale will be inflated;
• high competition due to the prevalence of the program.

Result:

The program is easy to implement, but if you don’t think through pricing, the client will be scared off by inflated prices and will stop trusting the company. The product itself should be interesting and liquid, so that there is no doubt about the need to purchase. The program is suitable for retail and e-commerce, where purchases are instant, and the client makes a decision here and now.

4. Multi-level bonus program

Where it works: supermarkets, car services, hotels.

The client makes the first purchase and receives a bonus, learns about the loyalty program, and can become a member of it. The benefit is clear: rewards for everyday purchases. Bonuses can be accumulated and exchanged for discounts or free goods or services. Next, you need to retain the client by rewarding them with new bonuses and gifts.

How it works?

The client makes his first purchase in the store and issues a loyalty card. Points are awarded to the card for every purchase. You can use the accumulated points to pay for purchases or exchange them for gifts.

Virgin Atlantic Flying Club

Virgin Atlantic has expanded its usual system of accumulating miles for flights and introduced a status system. Upon registration in the program, the participant becomes a member of the Red club. The status gives the right to exchange miles for discounts when renting a car, paying for parking or a hotel, when purchasing tickets for flights on holidays.

The next level is silver. When switching to it, the member is credited with 50% more miles. The status gives the right to check-in for a flight ahead of the queue and priority when boarding.

The highest client level is gold. In addition to the benefits of the previous levels, the client can use the services of exclusive VIP areas at airports.

Pros:

• flexible points accumulation system;
• accumulated points do not expire;
• motivation to shop in one place;
• additional discount for program participants;
• clear system for writing off points;

Minuses:

• complex and expensive implementation system;

Result:

The program will work in the field of reusable purchases and essential goods. Loyalty programs for airlines, hotels, and beauty salons are built using a multi-level reward system.

5. Partnership of companies for exclusive offers

Where it works: in large chains of grocery stores, communication stores, clothing stores.

The loyalty program can also be developed through offers from partners. For the program to work, the product must meet the customer’s needs and the purchase process must be convenient. Such a loyalty program with multiple partners can be effective when the audience is growing in a new company or when the customer base is expanding. Interaction with customers and control over the quality of purchases is monitored using CRM systems.

How it works?

The client issues a bonus card, which already contains offers from program partners. For each purchase, the client receives points on the card, which can be used as a discount on purchases or gifts.

Loyalty program "Svyaznoy-Club"

This is one of the largest loyalty programs in Russia. In 2014, it had 19 million participants - 13 times more than Aeroflot. The number of partner companies has exceeded 50.

Customers receive bonuses for purchases. The club card is charged from 1% to 14% of the purchase amount. Bonuses can be spent on purchases or used as a discount.

The CRM system divides all participants according to the nature of joining the loyalty program. You can participate in the program through purchases at offline points of Svyaznoy and partners or through the Svyaznoy online store. Holders of a Svyaznoy Bank bank card automatically become members of the club.

When making purchases, the CRM system takes into account the following data:

• using a mobile application;
• nature and frequency of purchases; participation in bonus programs;
• average check;
• management of bonuses. The client can spend all bonuses at once or use them as a discount on a purchase;
• response to emails and calls.

A complete picture of the client’s behavior helps to formulate the right offer for the client. The CRM system analyzes the data and makes an offer to the client based on previous purchases, taking into account the price segment.

For example, a client purchased a laptop from an online store. When placing an order, the system will offer to immediately buy related products. For a purchase, the client will receive a smart card and 1000 bonuses on the card as a gift, which he can spend on his next purchase or exchange for a gift.

If a client buys a mouse for 190 rubles, he will not receive a gift, and the number of bonuses will be significantly less.

The system encourages the client to make a larger purchase at a time in order to save on points in the future.

Pros:

• participation is free. There is no initial purchase required to enroll in the program;
• wide geography of the program. Partners work throughout Russia;
• competent co-branding. Program partners represent food, entertainment, medical and other service sectors;
• multi-level reward system. The more the client spends, the more and more valuable bonuses he receives;
• individual offers. Each customer receives an offer based on previous purchases.

Minuses:

• the implementation of such a program is very expensive, since you need your own card and partnership at the technical level with many companies;
• complex implementation system;
• constant monitoring of the work of partners.

Result:

This loyalty program is attractive due to the huge number of partners involved in it. With the right combination, the buyer will make more purchases, picking up related and sometimes unnecessary goods. With such a system, it is important to take into account the campaign margin, price threshold and partner recommendations.

6. VIP service fee

Where it works: in stores that justify additional costs with high service service; in B2B enterprises.

In order for a client to buy goods in one store, the company must make shopping as comfortable as possible. If you analyze customer behavior, you can identify factors that prevent you from making a purchase.

For example, when purchasing through an online store, a customer may be confused by additional taxes or expensive delivery, limited product selection, or high prices. To eliminate this, the company can introduce a paid loyalty program. It consists in the fact that for a certain fee the client receives VIP service. Shopping is more enjoyable if the customer feels that he is being taken care of.

How it works?

The client makes an advance payment and receives privileges in choosing a product, additional services and bonuses upon purchase.

Amazon VIP treatment

For $99 per year, a customer can sign up for Amazon Prime. The subscription provides a bonus in the form of free two-day shipping with no minimum purchase amount, access to premium products and additional discounts. It is more convenient to make purchases with a subscription; the client has additional opportunities on the website. Benefits help customers feel valued.

Pros:

• the client pays and receives good service;
• a paid subscription motivates you to make purchases more often and more;
• direct interaction with the client, the ability to select individual offers.

Minuses:

• complex implementation system;
• the program may not pay off, high risk.

Result:

A loyalty program with a paid subscription can work if the difference in benefits is tangible, useful and relevant to the customer. Suitable for companies that build long-term relationships with customers based on repeat purchases. And also for B2B enterprises that regularly supply products for business.

7. Non-profit loyalty program

Where it works: in cosmetics and household chemicals stores, and from packaging manufacturers.

The main task of the loyalty program is to create a pool of regular customers. If the company is trusted, the client will come again. Trust is based not only on the quality of the product and its price. To form long-term relationships, you need to know your client and share their values. In order to constantly sell and expand the network, the company can interest the client in its policies. This creates a positive image of the company and unites the buyer and the manufacturer.

How it works?

When choosing and purchasing a product, the client learns more about the company’s non-profit programs. For example, transferring funds from a purchase to WWF or environmentally friendly production of goods.

Lush Eco Campaign

One of the most famous British manufacturers of eco-cosmetics attracts its customers with the company's policies. The products use natural ingredients, cosmetics are not tested on animals, and production does not harm the environment. To motivate people to buy more and more often, the brand introduced packaging that can be recycled and reused. The client collects the jars and brings them to the store, for which he receives a bonus in the form of a fresh mask or facial scrub.

pros:

• pool of regular customers;
• positive image of the company.

Minuses:

• does not stimulate buying more often;
• It is possible to increase the cost of goods by transferring part of the funds to funds.

Result:

A loyalty program can work if the values ​​are not far-fetched and the benefits from purchases are real. The program is suitable for industries, for example, cosmetic brands, manufacturers of household appliances or households. The more transparent and understandable the production is to the client, the more trust there is in the company.

8. Brand as a leader of loyalty

Where it works: from a manufacturer with a high reputation.

The loyalty program is suitable for unique and high-quality products. The product may not be budget-friendly, not of the best quality and not the most marketable, but it will be in demand thanks to the brand. This is due to the fact that the company is creating a new niche, and the product is creating a new category.

Apple Corporation

The company does not provide discounts on its products even to its most loyal customers. Because they don't exist. The only exception is products for education.

The company has developed discount programs for schoolchildren, students, teachers, tutors and educational institutions. This policy is due to the fact that the corporation does not use advertising in the usual sense. The company does not use TV, mailings, or advertising banners. Apple is educating a new generation of product users through its educational system.

The user gets used to the interface, build quality, and external design and will not refuse in favor of a cheap, but less comfortable replacement.

Professional cosmetics MAC

Another example of a brand that does without discounts and loyalty programs and is a market leader in its segment. The brand offers high quality cosmetics, sells only in branded boutiques and does not provide a franchise. The prices for the goods are high, as is the quality of service. Among the staff in the brand's boutiques, only professional makeup artists work. Consultants talk about the products and can apply makeup at the client’s request.

People without experience will not be hired to work at MAC. But there are special prices for products for staff. Therefore, makeup artists choose high-quality cosmetics that they are used to working with, and even at a discount.

Pros:

• formation of a pool of regular customers;
• brand recognition;
• there is no need to carry out additional promotions and discounts;
• The product on the market is unique because it forms its own category.

Minuses:

• the program must be developed in detail at the time the brand is launched.

Bottom line:

This loyalty program is one of the most difficult to implement, but also successful. The program will work if the concept of the entire brand is thought out before the company enters the market. The absence of discount programs will be compensated by the high quality of unique products and service. With such a program, the company forms several generations of users. And this eliminates the need for advertising campaigns, sales and bonus programs.

Let's summarize:

Bonuses for each purchase are suitable for stores with quick and short-term purchases. If the program is not clogged with unnecessary information, it can give good results;

The discount card program for each client is easy to implement, but does not provide more profit;

A promotion with free goods is suitable for retail stores: the client will buy more than needed;

A multi-level bonus program is used by airlines, hotels, and large retail chains. Motivates to buy more when the product is liquid and the prices are reasonable;

It is difficult to implement an affiliate program, but due to it you can significantly expand your customer base and increase brand awareness;

A loyalty program with paid participation is suitable for online stores, banks and companies that provide VIP services or VIP services. A risky step, but you begin to appreciate what you pay for more;

A non-profit loyalty program is suitable for brands that produce unique products. The client will more often pay attention to the history of the company and its values ​​when choosing a product.

In order for the product itself to be desirable and necessary, you need to create a new category for it. Such a campaign will be long-term and ongoing. Resources will be spent on maintaining product quality, and not on creating a new bonus program.

Various loyalty programs are “heavy artillery” for an online store in the “war” for customers. But you need to organize sales and announce discounts systematically, thoughtfully and competently. We'll tell you exactly how.

There are several types of popular offers that you can use to attract customers.

Discount in percentage terms- perhaps the most popular. It can be small, incentive (5-10%), medium, allowing to increase sales volume (20-25%), large - 50% or higher (such discounts are used when selling slow-moving goods, liquidating an outdated collection, and so on).

Such discounts can be timed to coincide with certain events and actions (for example, for the first or second purchase, for attracting new customers, for purchases over a certain amount, in honor of the company’s birthday or holiday, and so on). The technique is old, but it regularly brings profit to the online store.

Free shipping- “exceeding the limit” costs for product delivery are one of the reasons why customers do not complete the purchase and abandon the cart. This offer can be used in conjunction with minimum purchase requirements to increase your average order value (by setting a low price cap for your target audience).

Free delivery can also be arranged for specific regions or customer groups (for example, regular customers).

Discounts and conditions of free delivery in the online store pudra.ru

Gift with purchase. This is a great way to increase customer loyalty and the profit of an online store, as well as a good way to get rid of a slow-selling product (give it as a gift for ordering a “hot” new product at a good price). In addition, this way you can advertise a certain product (if you send samples as a gift).

Gift for purchasing a new item in the online store lancome.ru

When and how to use “special offers”?

1. Weekly (monthly, quarterly)

This method is used to manage the increase in sales, especially during periods when there is traditionally a decline in purchasing activity. Discounts at the end of the month or quarter will help increase revenue in order to achieve pre-set goals, sell out seasonal or old collections.

2. Before the start of sales and in the e-mail newsletter

This method is good if you have not launched a project yet, but want as many people as possible to know about it, which means the conversion in your online store will be higher. Before sales begin, you can invite customers to subscribe to your online store’s newsletter, and in return receive a discount, free shipping, a gift with their first purchase, product samples, and so on.

Bonus for subscribing to the online store wildberries.ru

For such purposes, you can create a .

In this case, you will kill two birds with one stone: you will collect a base of potential customers and immediately increase their loyalty. Later you will be able to inform about special offers via e-mail newsletter

Read about e-mail marketing in our articles:

Special offer in the e-mail newsletter of the online store proskater.ru

3. In a certain season

Christmas, New Year, spring and summer sales, Black Fridays and Cyber ​​Mondays - all this can and should be skillfully combined, even if your products are not traditionally “seasonal”. Similar discounts can be applied to a product that is losing popularity.

But it is important to observe one point: discounts must be fair. Otherwise, buyers won't trust you.

Seasonal sale in the online store yves-rocher.ru

4. For returning to abandoned carts

According to statistics, about 70% of customers who did not complete the purchase and abandoned the cart would place an order if they received some kind of bonus. This can be used to attract them, as an incentive. For example, if you send a special offer by email, indicating that if the client makes an abandoned purchase in the next 24 hours, he will receive a good discount, a gift, or free shipping.

5. For activity on social networks

A good way to quickly spread information about a product on the Internet is to invite subscribers to your social media pages to repost. For this you can promise a bonus: a discount, special status, and so on. This is suitable for promoting both newly launched and successfully operating online stores (in particular, to attract attention to certain products).

Offer for subscribers of the online store alice-street.com Facebook page

6. For subscribers of certain social networks

Special offer for subscribers from the online store magentashop.ru

7. In gratitude for the friends you brought

Referral marketing (distribution of information about a product through word of mouth) remains quite effective. We all trust recommendations from friends and family. And for recommendations that will lead to increased traffic and increased conversion, you can reward them with bonuses.

Promotion “Bring a friend and get a discount” in the online store mystery.ru

You can and should also reward those who leave reviews in your online store or review products purchased from you with a variety of bonuses. You will receive effective feedback, and potential buyers will have the opportunity to learn more about the product or service.

8. For the first or urgent purchase

A “welcome” discount for the first purchase (or for making the first purchase, so that the buyer returns to the online store again) is a fairly common and well-accepted method for increasing the profits of an online store.

You can also add a discount for “urgency”. It can be valid “today only”, “in the next hour”, “from 22.00 to 23.00”, and so on, as well as “for the first N customers”.

Discount for the first thousand customers in the online store lamoda.ru

Read our article about the “ticking” timer and others.

9. For an order for a certain amount

A bonus depending on the purchase amount (the more, the higher the discount) is an effective way to increase the average check in an online store. Also, upon reaching a certain threshold, customers can receive free delivery.

Discount system in the online store dlyapodruzek.ru

10. For members of a “closed club”

Closed communities are always attractive, so if you create one for your customers, it will significantly increase loyalty. Especially if you offer them exclusive discounts and special features (permanent free shipping, gifts when ordering, etc.), which will tie customers to your online store.

The most common way to join such a club is to make a purchase for a certain amount.

Privilege club for buyers of several popular online stores

If you use a YouTube channel, as well as famous bloggers, to promote your online store, you can provide an additional bonus for subscribers - a promo code for a discount. Information can be placed in the video itself.

How do you feel about discounts? What methods do you use to increase customer loyalty? Share your experience in the comments!

Prepared by Victoria Chernysheva

11 ways to give a discount to customers and increase the profit of an online store

The following options are available for sales management:

• set sales rules individual for the client or standard for customer segments,
• present commercial proposals to clients,
• reflect the needs of customers in the purchase of goods, services,
• reflect the operation of shipment of goods to the client,
• organize delivery of goods,
• make adjustments to the implementation,
• process the return of goods from the client.

Sales process

Terms of work with clients

To register standard sales conditions applicable to the partner segment (wholesale customers, distributors, chain stores, etc.), standard agreements with customers are provided, the use of which will allow you to establish:

• pricing conditions (prices and discounts),
• financial conditions (currency, schedule, form of payment, payment procedure),
• logistics conditions (shipment warehouse, delivery time),
• other (organization, customer segment, product segment, etc.).

The standard agreement is suitable for working with an unlimited number of clients. You can create different standard agreements if the sales conditions for different product groups (product segments) differ.

The main task of fixing the terms of sale in the agreement is to automatically monitor their compliance when selling goods. Standard agreements are managed through the corresponding agreement statuses, which are set manually.

Standard sales terms agreement

Individual terms of sale. For those clients with whom work is carried out under special conditions, you can set individual sales conditions.

Individual terms of sale are registered using an individual agreement for a specific client. An individual agreement can be formed based on the data in a standard agreement with a client. In an individual agreement, you can clarify the terms of the standard agreement.

For example, an organization, a counterparty, a warehouse, and a payment schedule may be indicated if they are not defined in the standard terms of sale.

An individual agreement is managed using the corresponding agreement statuses.

The program monitors compliance with sales rules: sales that deviate from the established rules can be made only after additional approval from the manager or other responsible persons.

Negotiation of agreements is carried out using a business process Negotiating agreements with clients.

Client agreements. To reflect the data of a specific legal document, it is possible to enter into contracts with clients. Accounting for contracts can be maintained in any case, regardless of whether agreements are used or not to register sales rules at the enterprise. The contract is concluded between a specific organization of the enterprise and an organization of a third-party enterprise (counterparty). Contracts are managed using appropriate statuses.

Setting prices

The program allows you to determine different types of product prices. For each price type, the price currency, calculation rules, rounding method, etc. are determined.

For each type of price, its own calculation rules (method of setting the price) are defined.

It is possible to assign price calculation algorithms:

• based on data stored in the information base (for example, “get the average purchase price for the last month...”);
• in the form of arbitrary formulas (“Wholesale for products”).

Price calculation rules can be detailed down to price groups of goods. Each price group of a product can have its own calculation formula. When creating calculation formulas, you can use the Formula Builder.

Calculating prices based on information base data provides various possibilities. For example, you can obtain market minimum price data from recorded competitor and supplier price data.

Conditions for discounts (markups)

It is possible to assign manual and automatic discounts (markups). Discounts (markups) can be applied in both wholesale and retail trade.

A discount (markup) can be assigned:

• to a specific client in accordance with the terms of sale (when drawing up an individual agreement with a client) or to a group of clients in accordance with the terms of sales (when drawing up a standard agreement with clients),
• according to a loyalty card of a certain type presented by clients;
• when registering sales from a specific warehouse (store).

Purpose of discount (markup)

It is possible to assign both percentage and amount discounts (markups), as well as provide bonus discounts (gifts, quantity discounts).

A quantity discount is applied if the same product is provided as a bonus (gift). For example, when you buy four coffee makers, the fifth one is free.

A gift is used if, when purchasing a certain number of goods from a certain segment, it is necessary to provide another product as a gift.

A discount (markup) can be assigned for a specific segment of an item, for any item from the list. The percentage and amount of the discount can be specified by price groups.

The program provides various standard schemes for the conditions for providing discounts (markups) (for a one-time sales volume, for a form of payment, for the time of sale, etc.).

Terms of discounts (markups)

Discounts (markups) can be combined into groups, for each of which a rule for the joint application of discounts (markups) within the group is determined.

Various options for joint application of discounts (markups) are possible:

• minimum - when discounts (surcharges) are applied together in one group, the discount with the minimum value will be selected;
• maximum - when discounts (surcharges) are applied together in one group, the discount with the maximum value will be selected;
• addition - when discounts (markups) are applied together in one group, the discounts (markups) will be added up, that is, a discount (markup) equal to the amount of discounts or markups will be applied;
• multiplication - when discounts (markups) are applied jointly in one group, discounts (markups) will be applied sequentially;
• crowding out - when discounts (markups) are applied together in one group, only the discount that has the highest priority in the group will be valid.

Acceptable values ​​for manual discounts when registering sales may be limited. Restrictions can be defined for specific managers (users) or when registering sales to specific customers (in sales terms agreements).

Restrictions on manual discounts (markups) can also be detailed down to price groups.

Limiting the allowed values ​​of manual discounts

It is possible to load new discounts (markups) with arbitrary terms of provision using external additional processing.

To reflect the offer to the client to purchase goods, indicating all the necessary conditions for this, a document is provided Commercial offer to the client, the use of which allows you to register the process of preliminary interaction with the buyer.

Commercial offer to the client

Prices, payment terms and delivery conditions of the commercial offer are regulated by a standard and individual agreement, within the framework of which the commercial offer is fixed.

The commercial proposal is managed using the corresponding document statuses.

The final approval of the commercial proposal is carried out by the client. In the process of agreeing on a commercial proposal, the client can be given an additional discount or a price reduction.

The procedure for working with a commercial proposal allows you to use several iterations when interacting with the client. If the potential client is not satisfied with the provided option, then based on it, a new, adjusted commercial proposal can be generated.

Customer order management

To reflect the preliminary agreement with the client for the supply of goods, the procedure and terms of payment, a document is provided - Customer Order, the use of which allows you to solve the following problems:

• assign manual and automatic discounts (markups);
• determine the option for providing goods;
• reserve goods in the warehouse;
• control the status of goods provision (availability of goods in warehouse, expected receipts of goods);
• plan shipment dates;
• plan a payment schedule (allows you to plan the receipt of revenue by day, monitor the client’s compliance with the agreed payment terms, and highlight overdue receivables);
• issue invoices to clients (you can generate a printed order form, or you can keep records of issued invoices).

The order fulfillment process is managed through the corresponding document statuses and states. The order status is calculated automatically and informs the user about the current status of the order.

At any time, the manager can receive detailed information about the status of the order: how the customer’s order should be paid in accordance with the payment stages specified in it, what is the payment status for the order (is payment overdue in accordance with the specified payment date), has the shipment been made order.

Customer order management

If the customer's order was preceded by a commercial offer, then the order is formed based on the data of the commercial offer. An order can be entered based on a transaction with a customer or based on an assignment to a sales representative.

The program monitors the compliance of orders with the terms of agreements with customers. To agree on deviations from the terms of the agreement, you can use the order approval business process. In this case, the system will automatically send tasks for approving the order to authorized users and approve it if there is a positive decision from the approvers.

Adjusting the purpose of goods

The program allows you to change/adjust the assignment of goods that are provided and reserved separately for a specific order (customer order, transfer order, etc.).

When adjusting the destination of goods, you can reflect the following types of transactions:

• reserve (separately) goods for order from free balances in the warehouse;
• reserve (separately) goods for order from other orders (removing the reserve from them);
• remove excess separate reserve of one or more orders;
• completely remove the separate reserve of one or more orders.

Customer self-service

Regular customers have the opportunity to be provided with limited access to the company’s database using the issued login and password. This allows the client to independently solve the following tasks:

• editing your own contact information, contact persons, counterparties and bank accounts;
• placing a customer order and monitoring the status of its execution;
• viewing printed forms of primary documents generated according to your own orders (invoices for payment, sales documents, invoices, etc.);
• processing the return of goods;
• reflection of data on the sale of goods received on commission;
• registration of claims and monitoring their status;
• formation of procurement plans (supplier sales plans);
• viewing outstanding payments for orders placed and goods shipped.

Registration of shipment

To reflect the sale of goods and related services, a document is provided - Sales of goods and services.

Reflecting the shipment process involves performing the following tasks:

• registration of an invoice at an order-based warehouse based on the results of the selection of goods according to expenditure orders;
• registration of expenditure orders for several orders for shipment, including those issued to different legal entities (both the organization itself and the client);
• control of discrepancies in warehouse and financial accounting for managers, storekeepers and accountants;
• monitoring the status of shipment and the status of issuing invoices for orders.

Shipment of goods can be arranged according to one or several customer orders from several warehouses.

Based on the goods shipment data, you can generate the appropriate printed forms: TORG-12, M-15, Invoice, etc.

If at an enterprise the actual process of shipping goods from the warehouse and the process of issuing an invoice are separated, then in this case the actual shipment of goods from the warehouse is registered with a goods receipt note, which is generated on the basis of data on the sale of goods and services.

Issue note for goods

Correction of documents after actual shipment of goods

The program allows you to adjust previously completed shipment documents and track all stages of sales adjustments. This opportunity is also relevant for cases where regulated reporting has already been submitted according to previously executed implementation documents.

When making adjustments to sales, you can reflect the following transactions:

• error correction;
• adjustment by agreement of the parties.

Discrepancies identified during the preparation of adjustments to shipping documents can be taken into account in various ways:

• write off as expenses - for example, the goods are damaged during transportation to the client and the blame for the damage lies with us,
• reduce sales, take into account during inventory - for example, the client did not find part of the product. You should try to find this product during inventory,
• increase sales, take into account during inventory - for example, the client actually received more goods than was indicated in the initial documents, he is ready to pay for these goods,
• reflect on other income - for example, the client reported that in fact he received more goods than were indicated in the documents, he is ready to pay for these goods.

It is possible to reflect the operations of returning goods from the client and replacing returned goods to him. Using the tool for processing the return of goods allows you to reflect the following operations:

• return from the client - the amount of returned goods can be specified in mutual settlements with the client as payment for other sales to the client;
• return from the commission agent - can be issued at any time: both before receiving a report on the goods sold from the commission agent, and after registering the fact of sale of goods by the commission agent;
• return from a retail buyer - issued if the buyer returns goods sold at retail after the cash book is closed.

Processing returns from clients

Provides the ability to keep records of requests for return of goods. A return application can be submitted both on the basis of data on the sale of goods, and without indicating the sale of goods. Applications are managed using appropriate statuses.

Registration of the actual receipt of returned goods at the warehouse depends on the warehouse to which the goods are returned:

• the warehouse uses an order-based document flow scheme - the process of issuing an invoice and the process of actually accepting goods into the warehouse are separated, then in this case the actual acceptance of returned goods into the warehouse is registered by a receipt order for goods,
• the warehouse does not use an order document flow scheme - the process of issuing an invoice and the process of actually accepting returned goods are not separated, then in this case the actual acceptance of returned goods is registered with an invoice.

Delivery of goods to the client

The program allows you to organize the delivery of goods to the client.

Delivery Management Process

Methods for organizing the delivery of goods from the client:

• self-pickup - the client picks up the goods from our warehouse on his own;
• to the client - delivery of goods is carried out by us to the client’s address and at the desired time;
• by the carrier - delivery of goods is carried out by the carrier. The carrier can pick up the goods from our warehouse and deliver it to the customer's address. Or, we can pick up the goods and deliver them to the carrier's address, and the carrier, in turn, delivers these goods to the client.

Information about the delivery of goods is recorded in sales documents, which are orders for the generation of the Transportation Order document.

Transportation order

Transportation tasks can be controlled and tracked using document statuses.

Retail

The program allows you to organize retail trade, providing the following opportunities:

• registration of retail outlets;
• setting prices and automatic discounts at retail outlets;
• editing and printing according to templates of price tags and labels;
• reflection in the program of retail sales issued through an autonomous cash register;
• functionality of the cashier's workplace for registering sales using a connected cash register in fiscal registrar mode;
• sales via cash register, connected in Offline mode;
• use of several cash registers in different modes;
• use of scales with label printing in Offline mode;
• use of electronic scales online;
• processing returns from retail customers;
• analysis of retail sales results;
• use of gift certificates;
• support for bonus loyalty programs.

At the cashier's workplace you can perform the following operations:

• opening and closing the cash register shift;
• depositing funds into the cash register of the cash register and withdrawing funds from the cash register of the cash register for transfer to the cash register of the enterprise.
• accepting payment from the buyer;
• check processing.

Bonus loyalty programs involve the addition of bonus points to the client’s loyalty card, which can be used to pay for retail purchases when making sales at the cashier’s workplace.

A gift certificate (gift card) is a written financial document, a certificate certifying the fact of depositing a certain amount of money and granting its owner certain rights on this basis. The cashier's workplace supports the sale of gift certificates and payment with a gift certificate.

Interaction with government information systems

In accordance with legal requirements, exchange with State information systems is maintained:

• Unified State Automated Information System (USAIS) for alcoholic products;
• State Information Labeling System (GISM) for fur products;
• State information system in the field of veterinary medicine (VetIS), Mercury component for livestock products.
• Information system for monitoring the turnover of tobacco products (IS MOTP)

Intercompany sales

For enterprises represented by several legal entities, the movement of goods between them is automated.

Within the framework of the intercompany sales mechanism, the following is provided:

• intercompany transfer of goods, including based on sales results with automatic filling of documents;
• the ability to quickly sell goods from other organizations with subsequent registration of intercompany transfer;
• selection of options and rules for intercompany transfer for cases of sale and transfer on commission;
• intercompany returns, including based on returns from customers;
• control of goods balances of organizations taking into account the rules of intercompany transactions.

The discount system in general and the discount in particular is an important element of the system for stimulating demand and customer loyalty.

The main purpose of providing a discount is to attract as many customers as possible to the store (service enterprise) and to make these customers regular customers. If there is a network of retail or service enterprises, the struggle for customer loyalty becomes part of the company’s overall marketing strategy.

In addition, through a system of discounts, you can stimulate sales of slow-moving or new products, as well as optimally distribute the flow of customers throughout the day.

Discount on purchase or products?

The discount can be provided both for the entire purchase amount (receipt) as a whole, and only for individual items of goods. For example, for goods that participate in promotions, or, when using “branded” discount cards, only for goods of a certain manufacturer.

Unconditional discount and “if, then..” discount

The discount can be unconditional (for example, a “sale” promotion), in which case the discount is provided on all goods or on certain groups of goods without additional conditions. But, as a rule, discounts are provided subject to certain conditions. We list the most used types of discounts according to the conditions:

• The purchase amount exceeded a certain amount. With the help of this type of discount, the buyer’s desire to “add goods to the cart” up to a certain amount is stimulated.
• Discount based on time of day or day of week. With the help of such a discount, you can intelligently distribute the flow of customers in the store. For example: in the “dormitory” areas of large cities, the peak of sales, as a rule, occurs in the time interval from 17:00 to 21:00. Thus, by providing a small discount in the interval from 9:00 to 16:00, we will move some of the buyers from the “rush hour” to this time interval and, on the one hand, get a more uniform use of production capacity, on the other, attract additional buyers during the “rush hour” peak”, who previously did not enter the store due to long queues.
• Discount on quantity of goods. As a special case of this discount, we can consider a discount on packaging (“three for the price of two”).
• Discount on the form of payment (for example, when paying with webmoney, a discount is provided)
• Discount on set. As a special case, we can mention the provision of a discount on the entire amount of purchases, subject to the purchase of a specific product.

Discounts expire!

The discount can be unlimited or valid for a certain period. To encourage the consumer to make a purchase before a certain date, discounts must expire by that date.

Discount with a human face

The discount can be impersonal or personal, i.e. when a discount is provided to a specific person (group of persons). As a rule, such discounts are provided upon presentation of a discount card. The most common methods of authorizing discount cards: magnetic stripe, barcode, microchip. Discounts on discount cards can be provided either without additional conditions or if they are available (see above). The use of discount cards especially increases the attractiveness of store chains (or service enterprises). In addition, they help attract new social groups (retired people, students, etc.) to the store. Recently, so-called “corporate” discount cards have become widespread, which are distributed and valid within several trading enterprises.

A special case of providing a discount on a discount card is the so-called cumulative discount. When using this type of discount, the amount of purchases on this card (or on a group of cards, when the discount scheme includes a group of people - a family or employees of a certain organization) is stored in the database of the accounting or cash register system. As the sales amount increases over a predetermined period, the discount percentage increases.

All of the above types of discounts reduce the price of goods by a certain percentage. A private way of providing a discount is to sell goods at an alternative fixed price. For example, the owner of a discount card has the right to buy certain goods at fixed prices that are lower than regular prices.

Discount as a means of payment

Discounts can be provided either in the form of interest, which is deducted from the purchase price, or in the form of bonuses or coupons, which are, strictly speaking, a means of payment for the company that issued them. Typically, the bonus amount depends on the purchase amount and is awarded either as a percentage of the current purchase or as a certain bonus amount. This amount can be taken into account when paying for the next purchase or, depending on the accumulated amount of bonuses, the buyer can choose a product (service) from a pre-agreed list.

Discount "at your discretion"

The discounts we have considered are automatic, i.e. they are provided by automated sales systems automatically, without the participation of a cashier-operator. (In the case of discounts on discount cards, he only authorizes the card in the sales system). But in certain cases it is convenient to use so-called manual discounts, i.e. discounts that are provided by the cashier-operator under conditions not recorded in the automated sales system. As a rule, the use of such discounts implies the presence of a responsible person at the checkout point, sometimes with a certain tool for accessing these functions of the cashier's workstation (automated workstation), such as an access card or a key for the seller's keyboard. In addition, it is more convenient to use a list of possible manual discount percentages. It is convenient to use such discounts to provide a discount to the buyer on a birthday or other significant date, to sell goods with damaged packaging, to resolve conflict situations with the buyer, etc.

In addition, it is necessary to mention that the listed discount schemes can be used either individually or by combining them in various ways.

Automation of discounts

Using hardware and software systems based on software products from the 1C: Trade Management and Frontol families, it is possible to implement the above discount mechanisms at retail and service enterprises of almost any format.

discount cards

According to the manufacturing and application technology, discount cards can be a simple piece of plastic, or contain a barcode or magnetic stripe for reading by a scanner or magnetic card reader. A discount card is part of a company’s image strategy; as a rule, an image corresponding to the corporate style is applied to it.

Estimated cost of producing full-color double-sided cards, in rubles: