Instead of viewing this objective on a grand scale, some small retailers have been successful by focusing on each sale to a customer or client. Specifically, they concentrate on raising the individual average transaction (IAT) for the company.

Background: All too frequently, business owners dwell on customer sales as a collective entity. They do not measure the profitability of each individual transaction. However, even a modest increase in the average transaction can translate to a significant sales boost over the course of the year.

Can your company benefit from this approach? Consider the possibilities. Here are four ways that retailers may be able to increase IAT.

1. Combine item displays on shelves. When it comes to product placement, “togetherness” can be a valuable commodity. Try to package products that seem to go together naturally. For instance, a retailer that sells pants and belts might try to sell them in tandem. These combination items should be visible in high-traffic areas to further encourage sales. Make sure the sales staff is educated about the pairings. In a similar vein, another type of business may attempt to cross-sell goods or services to customers or clients who have made similar purchases.

2. Add some “zigs” and “zags.” In some stores, the layout enables a customer to enter the premises, walk up one aisle and then turn down another aisle straight to the checkout or door. This may encourage an “I’m just looking” mentality. You might redesign the floor to avoid the possibility of such quick exits. For example, the layout might require customers to weave in and out of aisles, giving them increased opportunities to view your wares.

3. Increase opportunities for checkout sales. The store checkout is often a focal point for increasing IAT. Don’t make the common mistake of cluttering the checkout area with so many trinkets and other small items that the customer is overwhelmed. Instead, select one or two special items or product pairings. Focus on those categories that are prime candidates for more sales. Another idea: Stock the shelves by the checkout with “impulse buys” that can grab the eye of a customer.

4. Make it easier to shop. Some conveniences that can support your basic items are gift-wrapping services, assembled gift bags, alterations (where appropriate), etc. By adding these conveniences at a small price, you can improve IAT while you reduce the time for your customers. Make sure employees are aware of the needed sales pitch.

Remember that incremental increases in transactions will show up in the bottom line. You can start building a bigger business by thinking small.