What a merchandiser should know and be able to do. Responsibilities of a merchandiser: for resume and further work. How much does a merchandiser earn?

Merchandiser (merchandiser) (eng. merchandiser - trader) - a merchandiser or assistant merchandiser, a person representing a trading company in retail chains (most often super- and hypermarkets). Responsible for displaying goods, installing related necessary equipment(refrigerators, additional display cases, promotion trays), places POS materials. The main task is to control the availability of the company’s entire assortment on store shelves and its location in the most favorable places for purchase.

History of the profession

Planning and promotion of product sales, that is, the direct functions of a merchandiser, became a separate position only about 20 years ago. Back then, companies tried to come up with new moves in order to survive and gain a foothold in the market, stimulate buyers and not get lost among competitors. This is how the position of merchandiser appeared, who makes the product more noticeable and attractive to the buyer.

What exactly does a merchandiser do?

The main task of a merchandiser is to attract customers’ attention to products using:

decoration of trading floors;
favorable placement of products on store shelves;
ensuring constant availability of goods for sale.

The merchandiser is engaged in advertising support of the product at the point of sale. To do this, at least once a week he visits several stores and in a special document describes the sales situation for these products: demand, prices set by competitors for similar products, etc.

After the analysis, the merchandiser prepares a proposal for more profitable promotion of goods. Such an offer may include:

replacement of similar products;
alternative distribution of retail space;
increase (reduction) in the quantity of goods for a particular store.

The responsibilities of a merchandiser may also include:

drawing up orders for the supply of goods;
adjustment of retail prices for goods;
maintaining the presentation of packaging;
image maintenance trademark(brand);
organization of various promotions.

Requirements for a merchandiser

Requirements are formed depending on the field of activity. Usually, there are no special requirements for the candidate, since it is assumed that the newcomer will learn while working in the company.

The basic requirements for a merchandiser are:

Age from 18 years.
PC knowledge at user level.
Citizenship of the Russian Federation (sometimes employers allow citizenship of Belarus).
Registration of a health certificate if you have to work with food products.
Ready for physical activity, if you have to work with large and heavy goods.

If you plan to visit several retail outlets– companies require the ability to drive a car as a merchandiser’s responsibility and are looking for candidates with personal transport, since it is simply unrealistic to have time to visit 6-8 stores a day on public transport and do the necessary work there. In addition, the merchandiser often delivers goods to retail outlets in his car.

Merchandiser salary

Salary depends on region, employment (full or part-time) and company. The average salary is approximately 30,000 rubles, but it happens that wages merchandiser is 8,000-15,000 rubles for part-time employment. As a rule, such an employee works in 2-3 companies. Also, what salary a merchandiser has will depend on the availability of a car, education and additional skills - in this case it can be 35,000-70,000 rubles.

Demand for the profession

Representatives of the merchandiser profession are quite in demand on the labor market. Despite the fact that universities graduate large number specialists in this field, many companies and many enterprises require qualified merchandisers.

What kind of education is needed?

Primary vocational education (vocational school, PU, PL). As the results of the survey show, it is not at all necessary to receive a special education at a university or college to become a merchandiser... Merchandisers undergo the necessary training directly when applying for a job or at the workplace during a probationary period. To work as a merchandiser, all you need is desire, satisfactory health and the presence of the personal qualities recommended for this profession.

Features of career growth

The merchandiser profession is characterized by career growth. He can climb up career ladder in the field of marketing department or becoming a sales manager. In most cases, merchandisers begin their careers with the position of senior merchandiser. The next step on the career ladder is the position of supervisor. After a few years, the supervisor may advance to become a sales representative for the company in the area. The highest level is the head of a trade representative office of an international company in a country or group of countries. A merchandiser can also achieve career growth in the field of advertising and marketing.

What should a merchandiser know?

The merchandiser must know:

basics of organizing work to generate demand and increase sales volumes;
current legislation governing commercial activities;
basics of management and marketing, types of advertising and methods of organizing advertising activities;
principles of organizing retail space and sales, buyer psychology, methods for assessing the effectiveness of placing goods on shelves;
the main quality and consumer properties of the goods sold;
product prices, fundamentals of market economics, sociology of psychology, ethics of business communication.

In addition to the required knowledge, the merchandiser must have such skills as diligence, observation, creative thinking, communication skills, persuasiveness, self-confidence. In many cases, these character traits can outweigh work experience and become decisive for an employer.

What does a merchandiser do in a supermarket?

Supermarket and hypermarket are the most popular and promising sales formats in the retail sector. Self-service stores, according to various sites that post advertisements for open vacancies and job searches, most often require merchandisers.

Everything is logical, since it is in such trading conditions that the work of a merchandiser (provided high-quality execution) is one of the key guarantees for increasing sales and promoting specific products on the market.

For comparison: in smaller retail outlets that do not offer self-service (small shops, kiosks, pavilions), the method of displaying goods is not particularly important. This is due to the fact that the main goal of following a certain layout technology is psychological impact on the buyer (location of more expensive goods at eye level of the visitor, ensuring the effect of having an assortment, etc.), and with a different sales format, the costs of merchandiser services, as a rule, do not have an economic justification.

What is the job of a merchandiser in an online store?

Often on specialized sites you can find advertisements for an open vacancy for a merchandiser in an online store. A logical question arises: if a merchandiser is a specialist serving a retail area, then how can he be useful in the field of distance selling?

Based on the name of the profession, then nothing. In these cases, the employer simply substitutes concepts, declaring that he is looking for a merchandiser, although in fact he needs a marketer. The responsibilities of these specialists are generally similar - at least in terms of strategic interests.

Therefore, if you want to get a job as a merchandiser and study the relevant offers, you need to pay attention to the sales format declared by the employer.

Merchandiser supervisor: tasks and responsibilities

The profession of a supervisor seems even more exotic to the uninitiated than a merchandiser. But in fact, they have the most direct relation to each other, since the supervisor is none other than the head of merchandisers.

The work of a merchandiser supervisor (the correct job title is “merchandising supervisor”) is primarily analytical in nature. His tasks include collecting data on the dynamics of sales growth in the retail outlets under his control. Responsibilities for transmitting such information lie with the merchandisers serving the specified points.

However, despite the fact that the supervisor is a manager, he usually does not have the right to hire, fire, or impose disciplinary sanctions on his subordinates. Its functions are limited to systematizing the information received and transferring the analysis results to senior management with conclusions and recommendations for the further organization of sales promotion work.

Sometimes supervisors’ responsibilities include the development of a planogram – a diagram for displaying goods on store shelves. But this rarely happens and generally contradicts the essence of the position: this kind of action requires a professional approach and falls within the competence of marketing specialists.

Mobile and stationary merchandiser - what is the difference?

Based on the methods of performing duties, maintaining job description and the places of work of merchandisers can be divided into two categories:

mobile merchandiser;
stationary merchandiser.

The differences between them are obvious and follow from the very title of the position. So, mobile merchandiser(aka business card) is not assigned to a specific outlet. His responsibilities include sequential visits to various stores of the network to alternately perform work functionality in each of them.

Stationary merchandiser, on the contrary, only serves one store on a permanent basis. Of course, it is possible to move an employee from one outlet to another, but this will also be permanent.

There is another type of merchandiser that combines the features of both categories - universal. It is characterized by a flexible work schedule, providing for the performance of the functions of both a mobile and stationary employee, depending on the task.

Communication tools in merchandising

The key merchandising tools are:

store design (both external and internal);
store planning (more precisely, planning customer flows):
advertising and other tools at the point of sale;
color blocking;
merchandise ranges:
comprehensive measures.

The importance of communication merchandising is this. that it helps to establish contact with the visitor. The atmosphere of the store, the psychological attitude and qualifications of the staff, the ability to communicate unobtrusively - all this determines the success of communication with the buyer.

Many studies show that 65-70% of purchasing decisions are made by visitors directly in the store. This means that the lion's share of the profits retail trade bring impulse ones, i.e. unplanned purchases. When making such purchases, buyers are guided not by reason and logic, but by feelings and emotions. It was these factors that formed the basis of the concept of communication merchandising.

In any communications that merchandising operates, one can distinguish image and information components.

What is visual merchandising?

Visual merchandising is the activities that retailers carry out to organize the retail space and present the product in such a way as to maximize sales.

Visual merchandising is about more than just eye-catching window displays. It includes so much more! Store layout and product display, lighting and music, advertising and navigation elements, color scheme trading floor. All this together, if organized competently and harmoniously, creates that unique and friendly atmosphere in a retail outlet, which helps to increase sales.

Visual merchandising represents rules and laws that are applicable and work for any store, regardless of the type of goods it sells, groceries, clothing and shoes, medicines or office supplies. If you have a retail outlet, and you have opened the doors of the store and are waiting for customers, then you are already engaged in Visual Merchandising and the only question is how effectively.

The practice of visual merchandising requires creativity, inspiration, logic and organization. This is a mix of science and art. When a retail space acquires “visual meaning,” it begins to attract the attention of customers and make them want to enter the store, get acquainted with the assortment and, most importantly, make a purchase! This is what Visual Merchandising can do for a store.

What are visual merchandising specialists responsible for?

Organization of retail space. Using their knowledge and experience, attention to detail and imagination, they make the product “pleasant to the eye” and make visitors want to buy it!
Graphics. Graphics and large posters create an additional emotional background for the product, also performing a navigational and informational function.
Product display. To effectively present a product, a visual merchandising specialist works in conjunction with a retailer specialist (buyer, category manager, etc.). This is necessary to understand the strategy and target audience of the retail outlet.
Lighting. Correct lighting play a big role in the visual perception of the product by the buyer. Adjusting the level and type of lighting is also part of the visual merchandiser’s arsenal.
Trade equipment. A visual merchandiser, in collaboration with a designer, helps select or develop retail equipment that in the best possible way will be suitable for a specific product.
Design of a trading floor. A visual merchandiser is always involved in the process of creating a new store or updating an existing store. Collaborating at this stage with the interior designer and store opening project manager. It keeps the interests of both the retailer and customers focused.
Price tags and POS materials. The visual merchandiser works closely with the marketing department to ensure more accurate and in the right place convey the marketing message to customers on the sales floor.

Merchandiser- sounds very mysterious and unusual to the Russian ear, and some are completely put off by such an incomprehensible name. In fact, the position of a merchandiser is the position of a company representative who is involved in promoting the company’s products and maintaining positive name promoted brand. A student or a beginner without work experience can become a merchandiser, and within a year or two they will acquire the necessary skills for successful career advancement. This creative work, which allows you to realize your abilities and gain new opportunities for professional growth.

Places of work

The specialty of a merchandiser is in demand in any company that is engaged in wholesale or retail sales - be it clothing, power tools or food.

History of the profession

Responsibilities of a Merchandiser

What does a merchandiser do? His main responsibilities:

monitor the display of goods in stores and supermarkets;
for arranging display cases and additional equipment;
control of the availability of the entire range of company products in the store.

In addition, in job responsibilities The merchandiser may include the placement of POS materials (price tags, wobblers, posters, etc.) that help attract attention to the products, arrangement of goods in accordance with the corporate policy of the company, increasing the share of the shelf for goods. In addition to what is directly the responsibility of the merchandiser, he can also perform such additional features, How:

placing orders;
regulation of retail prices;
maintaining packaging in salable condition;
replenishment of inventory in the store.

Requirements for a merchandiser

Age from 18 years.
PC knowledge at user level.
Citizenship of the Russian Federation (sometimes employers allow citizenship of Belarus).
Registration of a health certificate if you have to work with food products.
Willingness for physical exertion if you have to work with large and heavy goods.

If you plan to visit several retail outlets, companies require the merchandiser to be able to drive a car and look for candidates with personal transport, since it is simply unrealistic to visit 6-8 stores a day and do the necessary work there on public transport. In addition, the merchandiser often delivers goods to retail outlets in his car.

Merchandiser resume sample

How to become a merchandiser

A student or a person without any qualifications can get a job as a merchandiser. special education, although sometimes employers invite only economics-oriented university graduates. However, most companies prefer to recruit newcomers and impart skills to them on their own, teaching them “to suit themselves,” since the list of what a merchandiser should know is different for each company, depending on the specifics of the product.

Merchandiser salary

Salary depends on region, employment (full or part-time) and company. The average salary is approximately 30,000 rubles, but it happens that a merchandiser’s salary is 8,000-15,000 rubles for part-time work. As a rule, such an employee works in 2-3 companies. Also, what salary a merchandiser has will depend on the availability of a car, education and additional skills - in this case it can be 35,000-70,000 rubles.

Merchandiser represents a trading company in retail chains. The main task of the merchandiser is to control the availability of the company’s entire assortment on store shelves and its location in the most favorable places for purchase. This specialist needs special training in marketing and advertising. We reflected all this in the presented sample. merchandiser job description.

Merchandiser job description

I APPROVED
General manager
Last name I.O.________________
"________"_____________ ____ G.

1. General provisions

1.1. Merchandiser belongs to the category of specialists.
1.2. A merchandiser is appointed to a position and dismissed from it by order of the head of the enterprise upon the recommendation of the merchandising manager, marketing director, and sales manager.
1.3. The merchandiser reports directly to the merchandising manager, marketing director, and sales manager.
1.4. During the absence of the merchandiser, his rights and duties are performed by a person appointed in the prescribed manner.
1.5. A person with a professional (higher, secondary) education, additional training in merchandising (without requirements for work experience; work experience of at least 1 year; 2 years; other) or primary vocational education, additional training in merchandising and work experience of at least 2 years.
1.6. The merchandiser must know:
- basics of labor legislation;
- legislation regulating commercial activities;
- basics of civil legislation, legislation on consumer protection, advertising;
- orders, instructions, instructions, instructions and other regulatory documents regulating the work of the merchandiser;
- basics of organizing work to create demand and stimulate sales of goods;
- basics of trade marketing and management;
- characteristics and principles of using merchandising tools;
- types of advertising and the basics of organizing advertising activities;
- principles of organizing retail space and effective use of retail space;
- models of customer behavior on the sales floor;
- psychological types of consumers;
- principles of sales organization;
- factors influencing predicted and unplanned purchases;
- methods for assessing the effectiveness of display of goods on the sales floor;
- the range of products offered, their main quality and consumer characteristics;
- requirements for the preparation and execution of documentation (accounting, reporting, etc.);
- current prices for goods;
- ethics of business communication;
- basic principles of work planning;
- fundamentals of a market economy;
- fundamentals of psychology and sociology;
- basics of organization of production, labor and management;
- rules and regulations of labor protection, safety precautions, industrial sanitation and fire protection;
- internal labor regulations.
1.7. The merchandiser is guided in his activities by:
- legislative acts of the Russian Federation;
- The company’s charter, internal labor regulations, and other regulations of the company;
- orders and instructions from management;
- this job description.

2. Job responsibilities of a merchandiser

The merchandiser performs the following job responsibilities:

2.1. Contributes in every possible way to maintaining a positive image of the manufacturer or wholesaler of goods, ensures favorable conditions to promote goods to the consumer market and high sales volumes at retail locations.
2.2. Studies a certain territory (district) in which it is planned to organize sales of goods in order to determine places for selling goods (retail establishments) and develop schemes for establishing business connections.
2.3. Conducts regular inspections of assigned retail facilities (points of sale).
2.4. Negotiates with the administration of the point of sale about carrying out merchandising activities (represents the product and related services, convinces of the necessity and effectiveness of merchandising, concluding supply agreements, purchase and sale, commission).
2.5. Provides education and training to service personnel of a trading enterprise in the following areas: basic consumer characteristics of goods; principles of maintaining the concept of displaying goods; basic motivation for selling goods to consumers.
2.6. Merchandiser provides:
2.6.1. favorable conditions for promoting goods to the consumer market;
2.6.2. inventory at points of sale at the required level;
2.6.3. high volumes of product sales at retail locations;
2.6.4. carrying out activities to present goods at points of sale using the following merchandising tools:
a) Space-management - display (placement, positioning) of goods in ways that encourage impulsive purchases of goods;
b) POS design - placement of advertising elements in the space of sales points - posters, booklets, product models (hanging, standing, etc.), garlands, flags, advertising retail equipment (racks, shelving, lamps);
c) Stock-control - calculation of the necessary and sufficient quantity (balance) of goods at points of sale, ensuring their availability;
2.6.5. competent and effective positioning of all goods sold by the retail enterprise;
2.6.6. motivating the administration of sales points to conclude supply, purchase and sale, commission agreements (providing small quantities of goods on commission);
2.6.7. taking measures to maintain long-term relationships with the administration of trading enterprises;
2.6.8. taking measures to reconstruct, repair, replace faulty or unusable advertising elements.
2.7. Merchandiser controls:
2.7.1. order execution status;
2.7.2. compliance with the concept of display of goods;
2.7.3. targeted use of advertising retail equipment (displays, racks, shelves, etc.);
2.7.4. condition of advertising elements (wear, damage, destruction).
2.8. Merchandiser coordinates:
2.8.1. work with retail trade enterprises;
2.8.2. activities for the promotion and sale of goods, which include market research activities and effective advertising.
2.9. The merchandiser monitors:
2.9.1. displaying the fullest range of products in accordance with merchandising standards, placing and updating advertising materials and equipment;
2.9.2. the state of order fulfillment, provision of inventory at points of sale at the required level;
2.9.3. sending the order to the retail outlet within the established time frame, according to the volume of product sales, nomenclature, completeness and quality;
2.9.4. the state of accounts receivable for its clients and timely notification to management about possible delays in payments, as well as other factors affecting the client’s solvency;
2.9.5. sales dynamics at controlled facilities; prepares reports (weekly, monthly) on products; informs his immediate supervisor about the need for new arrivals of goods;
2.9.6. changes in market conditions identified during the work, and collecting marketing information if necessary.
2.10. Carries out adjustments to retail prices for goods, consultations with personnel of a trading enterprise on the establishment of trade markups (optimal sizes).
2.11. Participates in organizing promotional events (tastings, sampling, etc.).
2.12. Analyzes the principles of work at points of sale of merchandisers of other enterprises; monitoring their work.
2.13. Forms a data bank about points of sale (organizational and legal forms, addresses, details, telephone numbers, names of managers and leading specialists, financial condition, purchase volumes, etc.).
2.14. Develops merchandising programs (choosing methods for selling goods, developing techniques for displaying goods in various types trading enterprises, selection and budgeting of advertising elements, etc.); organizes the work of a team of merchandisers (training, setting tasks and distributing tasks, monitoring the execution of tasks, etc.).
2.15. Works with retail clients, visiting key, network and problem clients according to the established work plan.
2.16. Transfers applications to agents (if desired by the outlet), informs the supervisor and responsible sales representative about the lack of a sufficient quantity of products and applications.
2.17. Creates duplicate sales points, monitors the correct placement of existing ones, improves product placement in relation to competitors' products.
2.18. Informs the supervisor and sales representatives about the client's claims regarding the quantity and quality of the goods supplied in accordance with the supply agreement.
2.19. Collects marketing information on behalf of the company.
2.20. Conducts a constant search for new clients and enters into supply agreements with them.
2.21. The merchandiser is obliged:
2.21.1. respond to requests from other employees in a timely manner professional activities, provide the required information in full;
2.21.2. continuously improve your professional level;
2.21.3. honestly and conscientiously fulfill the duties assigned to him;
2.21.4. keep trade secrets;
2.21.5. comply with the rules of internal labor regulations, labor protection, safety precautions, industrial sanitation and fire protection.

3. Merchandiser rights

The merchandiser has the right:

3.1. Get acquainted with the draft decisions of the company's management relating to its activities.
3.2. Submit proposals for improvement of work related to the duties provided for in this job description for management’s consideration.
3.3. Interact with employees of all structural divisions.
3.4. Request and receive from department heads and other specialists information and documents necessary to perform their duties.
3.5. Involve specialists from all (individual) structural divisions in solving the tasks assigned to him (if this is provided for by the regulations on structural divisions, if not, with the permission of the head of the company).
3.6. Require the management of the enterprise to provide assistance in the performance of their official duties and rights.
3.7. Represent the interests of the organization in third-party organizations on issues related to the company's production activities.

4. Responsibility of the merchandiser

The merchandiser is responsible for:

4.1. Improper performance or failure to fulfill one’s official duties as provided for in this job description, within the limits specified labor legislation Russian Federation.
4.2. Offenses committed in the course of carrying out their activities are within the limits determined by the administrative, criminal and civil legislation of the Russian Federation.
4.3. Causing material damage - within the limits determined by the labor and civil legislation of the Russian Federation.

Merchandiser (merchandiser) (eng. merchandiser - trader) - a merchandiser or assistant merchandiser, a person representing a trading company in retail chains (most often super- and hypermarkets). Responsible for displaying goods, installing related necessary equipment (refrigerators, additional display cases, promotion trays), and placing POS materials. The main task is to control the availability of the company’s entire assortment on store shelves and its location in the most favorable places for purchase.

History of the profession

What exactly does a merchandiser do?

The main task of a merchandiser is to attract customers’ attention to products using:

decoration of trading floors;
favorable placement of products on store shelves;
ensuring constant availability of goods for sale.

After the analysis, the merchandiser prepares a proposal for more profitable promotion of goods. Such an offer may include:

replacement of similar products;
alternative distribution of retail space;
increase (reduction) in the quantity of goods for a particular store.

The responsibilities of a merchandiser may also include:

drawing up orders for the supply of goods;
adjustment of retail prices for goods;
maintaining the presentation of packaging;
maintaining the image of the trademark (brand);
organization of various promotions.

Requirements for a merchandiser

The basic requirements for a merchandiser are:

Age from 18 years.
PC knowledge at user level.
Citizenship of the Russian Federation (sometimes employers allow citizenship of Belarus).
Registration of a health certificate if you have to work with food products.
Willingness for physical exertion if you have to work with large and heavy goods.

If you plan to visit several retail outlets, companies require the ability to drive a car as a merchandiser's responsibility and look for candidates with personal transport, since it is simply unrealistic to visit 6-8 stores a day on public roads and do the necessary work there. In addition, the merchandiser often delivers goods to retail outlets in his car.

Merchandiser salary

Demand for the profession

Representatives of the merchandiser profession are quite in demand on the labor market. Despite the fact that universities produce a large number of specialists in this field, many companies and many enterprises require qualified merchandisers.

What kind of education is needed?

Features of career growth

The merchandiser profession is characterized by career growth. He can climb the career ladder in the marketing department or becoming a sales manager. In most cases, merchandisers begin their careers with the position of senior merchandiser. The next step on the career ladder is the position of supervisor. After a few years, the supervisor may advance to become a sales representative for the company in the area. The highest level is the head of a trade representative office of an international company in a country or group of countries. A merchandiser can also achieve career growth in the field of advertising and marketing.

What should a merchandiser know?

The merchandiser must know:

basics of organizing work to generate demand and increase sales volumes;
current legislation governing commercial activities;
basics of management and marketing, types of advertising and methods of organizing advertising activities;
principles of organizing retail space and sales, buyer psychology, methods for assessing the effectiveness of placing goods on shelves;
the main quality and consumer properties of the goods sold;
product prices, fundamentals of market economics, sociology of psychology, ethics of business communication.

In addition to the required knowledge, the merchandiser must have skills such as diligence, observation, creative thinking, communication skills, persuasiveness, and self-confidence. In many cases, these character traits can outweigh work experience and become decisive for an employer.

What does a merchandiser do in a supermarket?

Everything is logical, since it is in such trading conditions that the work of a merchandiser (subject to high-quality performance) is one of the key guarantees of increasing sales volume and promoting specific products on the market.

For comparison: in smaller retail outlets that do not offer self-service (small shops, kiosks, pavilions), the method of displaying goods is not particularly important. This is due to the fact that the main goal of following a certain display technology is a psychological impact on the buyer (location of more expensive goods at eye level of the visitor, ensuring the effect of having an assortment, etc.), and with a different sales format, the costs of merchandiser services, as a rule, do not have economic justification.

What is the job of a merchandiser in an online store?

Therefore, if you want to get a job as a merchandiser and study the relevant offers, you need to pay attention to the sales format declared by the employer.

Merchandiser supervisor: tasks and responsibilities

Mobile and stationary merchandiser - what is the difference?

Based on the methods of performing duties, the content of the job description and place of work, merchandisers can be divided into two categories:

mobile merchandiser;
stationary merchandiser.

Stationary merchandiser, on the contrary, only serves one store on a permanent basis. Of course, it is possible to move an employee from one outlet to another, but this will also be permanent.

Communication tools in merchandising

The key merchandising tools are:

store design (both external and internal);
store planning (more precisely, planning customer flows):
advertising and other tools at the point of sale;
color blocking;
merchandise ranges:
comprehensive measures.

Many studies show that 65-70% of purchasing decisions are made by visitors directly in the store. This means that the lion's share of retail profits comes from impulse ones, i.e. unplanned purchases. When making such purchases, buyers are guided not by reason and logic, but by feelings and emotions. It was these factors that formed the basis of the concept of communication merchandising.

In any communications that merchandising operates, one can distinguish image and information components.

What is visual merchandising?

Visual merchandising is the activities that retailers carry out to organize the retail space and present the product in such a way as to maximize sales.

Visual merchandising is about more than just eye-catching window displays. It includes so much more! Store layout and product display, lighting and music, advertising and navigation elements, color scheme of the sales area. All this together, if organized competently and harmoniously, creates that unique and friendly atmosphere in a retail outlet, which helps to increase sales.

What are visual merchandising specialists responsible for?

Organization of retail space. Using their knowledge and experience, attention to detail and imagination, they make the product “pleasant to the eye” and make visitors want to buy it!
Graphics. Graphics and large posters create an additional emotional background for the product, also performing a navigational and informational function.
Product display. To effectively present a product, a visual merchandising specialist works in conjunction with a retailer specialist (buyer, category manager, etc.). This is necessary to understand the strategy and target audience of the retail outlet.
Lighting. Proper lighting plays a big role in the visual perception of a product by the buyer. Adjusting the level and type of lighting is also part of the visual merchandiser’s arsenal.
Trade equipment. A visual merchandiser, in collaboration with a designer, helps select or develop retail equipment that will best suit a particular product.
Design of a trading floor. A visual merchandiser is always involved in the process of creating a new store or updating an existing store. Collaborating at this stage with the interior designer and store opening project manager. It keeps the interests of both the retailer and customers focused.
Price tags and POS materials. A visual merchandiser works closely with the marketing department to deliver the marketing message accurately and in the right place to customers on the sales floor.

A student or a beginner without work experience can become a merchandiser, and within a year or two they will acquire the necessary skills for successful career advancement. This is a creative job that allows you to realize your abilities and gain new opportunities for professional growth.

The specialty of a merchandiser is in demand in any company that is engaged in wholesale or retail sales - be it clothing, power tools or food.

History of the profession

Responsibilities of a Merchandiser

What does a merchandiser do? His main responsibilities:

monitor the display of goods in stores and supermarkets;
for arranging display cases and additional equipment;
control of the availability of the entire range of company products in the store.

In addition, the merchandiser’s job responsibilities may include placement of POS materials (price tags, wobblers, posters, etc.) that help attract attention to products, arrangement of goods in accordance with the company’s corporate policy, and increasing the share of shelf space for goods. In addition to what is directly the responsibility of the merchandiser, he can also perform additional functions such as:

placing orders;
regulation of retail prices;
maintaining packaging in salable condition;
replenishment of inventory in the store.

Requirements for a merchandiser

Requirements are formed depending on the field of activity.

Usually, there are no special requirements for the candidate, since it is assumed that the newcomer will learn while working in the company. The basic requirements for a merchandiser are:

Age from 18 years.
PC knowledge at user level.
Citizenship of the Russian Federation (sometimes employers allow citizenship of Belarus).
Registration of a health certificate if you have to work with food products.
Willingness for physical exertion if you have to work with large and heavy goods.

Merchandiser resume sample

Sample resume

How to become a merchandiser

A student or a person without special education can get a job as a merchandiser, although sometimes employers invite only graduates of economic universities. However, most companies prefer to recruit newcomers and impart skills to them on their own, teaching them “to suit themselves,” since the list of what a merchandiser should know is different for each company, depending on the specifics of the product.

Merchandiser salary

Merchandiser – who is he and what does he do?

How often have you wondered who this merchandiser is and what he does? In fact, not everything is as complicated as it might seem.

A merchandiser is a company representative who specializes in product promotion and maintains a positive reputation of the promoted brand. This is a creative profession that allows you to realize your potential and gain new opportunities for career development.

Even a person without experience can become a merchandiser, and within a couple of years they will acquire the necessary skills to further master the profession.

Often employers prefer to hire people who have received economic education. But there are also those who specifically recruit students and newcomers, for whom it is easier to impart the necessary vaccinations. successful work companies, skills.

Almost every company specializing in wholesale and retail trade has such a position. Any product needs to be promoted, and this is exactly what a merchandiser’s job is.

What are the responsibilities of a merchandiser?

The work of a merchandiser is quite specific, and his job responsibilities directly depend on the specifics of the enterprise and the products sold. Thus, a supermarket merchandiser does not just put goods on shelves, but also improves sales and increases sales volumes. In general, the job responsibilities of a merchandiser include a whole range of activities. This:

Studying the demand for a product, identifying the target audience, analyzing seasonality indicators and other factors.
Formation and maintenance of the assortment of the outlet assigned to the merchandiser, management of inventory and remaining goods.
Organizing the design of a retail outlet (sound, lighting, placement of goods, etc.).
Ensuring unlimited movement of customers around the hall, ensuring the ability to select the required product without the help of a seller.
Analysis of the competitiveness of a product, improvement of its promotion.
Drawing up reports on sales results, making proposals to increase sales.

What are the functions of a merchandiser?

The functions of a merchandiser include:

working with consumers and customers to achieve optimal sales volumes and solve problems related to product quality;
organizational events aimed at promoting goods, such as product presentations, tastings, promotions;
maintaining relationships with existing and potential customers, tracking their orders;
search for new clientele.

What should a merchandiser know?

The merchandiser must know:

What does a merchandiser do?

The main goal of the merchandiser is to increase sales of goods from retail outlets in the assigned territory without the help of a store salesperson. He must know methods of stimulating product sales. Therefore, from 8 a.m. to 5 p.m., you need to visit your stores according to a weekly plan, display goods in each store (to improve the situation in terms of representation), place several advertising materials in each outlet in the right place, sometimes draw up reports for each outlet (what has been done for a given visit) and learn new techniques for increasing sales with your manager. Believe me, to master all the successful techniques in merchandising, an ordinary employee often needs from one to one and a half years.

What companies hire merchandisers?

First of all, manufacturers whose products are presented in chain stores. Imagine a factory for the production of sausages, frankfurters, and delicacies. Usually, one chain store offers at least 50 items that you need to correctly place yourself or teach a full-time seller to do this. I know many people who independently found the phone numbers of such companies, called the personnel department and came for an interview. Today these are in-demand employees serving one or more hypermarkets (for example, Metro, Magnit).

Secondly, distributors, because
they are exclusive representatives in the city and region. They typically sell products from 20 or more manufacturers. For those of you who want to find their contact information, you can get it here, or from a sales representative at any retail store. Store managers are happy to help with this.

Thirdly, large chain stores. They are ready to take older people. How to get a job? Go to the manager of any store and ask for the address and phone number of the HR department employees. Call, come for an interview, get a job.

How is a merchandiser paid?

There is always a salary and a variable part for completing the company's tasks. For example, a merchandiser working for a manufacturer has a salary of 15,000 rubles, which he will always receive, and a 5,000 ruble bonus if he achieves his goals (usually 2-3 tasks).

What should a merchandiser know and be able to do?

Let us remember the reason for the appearance of such specialists. 20 years ago, most companies were wondering what to do to survive in an increasingly competitive environment, especially noticeable in huge stores where competitors' products are located in one place. During this time, a large number of successful methods for displaying products in small, medium, large and hyperstores have accumulated to make the product more noticeable and attractive to the buyer. These are the techniques you need to know and be able to implement. In one phrase - in-store merchandising.

What do they ask at an interview, what should you prepare for?

During the first interview with an HR manager, many questions arise. What did you do in your previous jobs? Tell us what actions you will perform at each point of sale? How trainable are you? What are your salary wishes? What are your career aspirations? If the HR manager likes the answers to most of the questions, he will introduce you to your future manager. And with him you will conduct a second interview, the results of which will determine whether you will be hired or not. Know that when you answer questions, you are assessed on the following characteristics: responsibility, dedication, learning ability, communication skills.

Who trains novice merchandisers?

Most often, novice merchandisers are trained by a manager. Yet every employer expects you to demonstrate self-learning skills.

For those who want to increase their chances of finding employment as a merchandiser, We invite you to independently study the theory of “Effective merchandising”. For those of you for whom it is important to be successful from the first days at a new place of work, we suggest taking an adaptation course according to the plan presented below. The certificate issued at the end of the training demonstrates to the future employer the seriousness of your intentions.

With respect to you,

business coach Alexander Bochkarev

Training program.

Part 1 of training for Merchandisers.

No. Topics in Bscb.ru - 20 Duration 4 hours Cost 1500 - pay

Responsibilities of the merchandiser (provide the necessary stock, correct location, best design).

Product sales channels. Research on purchasing behavior. We set SMART goals. We draw up a schedule for visiting retail outlets and prepare for the working day. Role-playing game. Handing out homework.

Schedule.

Part 2 of the training for Merchandisers.

No. Topics in Bscb.ru - 21 Duration 5 hours Cost 1900 - pay

We influence the creation of an effective assortment. We ensure the required level of stock (we develop an application sheet for each TT). We determine priority places in the sales area and at the point of sale. Increasing shelf space. We agree on additional sales locations. Role-playing game. Handing out homework.

Fill out an application for corporate participation or declare yourself when paying.

Part 3 of the training for Merchandisers.

No. Topics in Bscb.ru - 23 Duration 4 hours Cost 1500 - pay

We create the best product design. We offer a list of addresses of retail outlets that fall under the possibility of branding. We place POS materials (price tags, posters, leaflets, etc.). Valuable knowledge from the science of merchandising. Role-playing game. Ceremonial presentation of the certificate.

Fill out an application for corporate participation or declare yourself when paying.