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 a positive name for the 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 is a creative job that allows you to realize your abilities and gain new opportunities for professional growth.
Who is this?
The word merchandise itself, translated from English, has several meanings, since it is a product, merchandising, and even all kinds of paraphernalia. The duties of a merchandiser are a specialization in goods, so such specialists are present in all organizations. In the CIS countries, this profession is the same as in the West. These are employees who are directly responsible for sales promotion. In other words, the main responsibilities of a merchandiser include maximizing sales at various retail outlets.
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What is merchandising: definition of the concept
In general terms, merchandising can be described as a set of activities aimed at increasing sales volumes of a trading organization.
In particular these are:
- Display of goods in accordance with standards aimed at achieving clear positioning, improving the overall visual perception of storefronts and attracting the attention of the buyer.
- Design of points of sale, display cases, product packaging with various POS materials.
- Working on a soundtrack that stimulates sales.
It follows that a merchandiser is none other than a specialist responsible for promoting a product.
Merchandiser or merchandiser - which is correct?
This word is borrowed from the English merchandiser and is essentially a neologism in the Russian language.
There is no consensus on the correct spelling of the word “merchandiser” or “merchandiser”.
In some dictionaries it is written with the letter “e”, in others - with “a”.
Wikipedia offers both options as correct spellings.
If you refer to translation transcription or tracing, then both options are valid.
You can safely use both the letter “e” and the letter “a” when writing - this will not be considered an error.
What is his job?
Contrary to popular belief, working as a merchandiser does not at all mean performing duties in the form of laying out goods on supermarket shelves. In fact, increasing sales volume, as well as sales promotion, are the result of an integrated approach to these processes, which includes a number of actions.
Thus, the responsibilities of a merchandiser include the following:
- Studying the demand from buyers for certain goods, including how demand changes depending on the characteristics of the target audience, seasonality and a number of other factors.
- Direct participation in the company’s assortment policy in the part of the outlet to which the employee is assigned. In other words, the job responsibilities of a merchandiser include the formation and subsequent maintenance of an assortment, control over balances, inventories and other issues.
- Issues related to the organization of the design of the sales area, including ensuring the arrangement of equipment, sound, and optimal lighting.
- Ensuring extremely free movement of customers around the sales floor assigned to an employee, as well as the ability to select the necessary goods without the involvement of sellers or with minimal assistance from them (careful analysis of the display of goods, as well as full control over compliance with accepted standards).
- Analysis of competition in the field of promotion of similar products.
- Providing reports on the results of using various marketing tools, as well as careful control over the growth of product sales.
This list of responsibilities can be expanded or specified depending on what goals are set for the company or a specific store, as well as what company has a pricing, trade and assortment policy. In other words, when considering the job responsibilities of a merchandiser, it is possible to determine them only approximately, since the functionality may vary even between several colleagues working in the same company, but located at different sites.
Merchandiser
Trukhanovich L.V.
,
Shchur D.L.
Published in the issue: Personnel of the enterprise No. 1 / 2002
Scope of work
The word “merchandising”1 (English merchandising) has several meanings: 1) retail trade, which is based on purchasing and sales of goods, as well as exhibitions, advertising, pricing policy, etc.; 2) a set of actions performed in order to interest buyers in a given product (advertising promotions, etc.). In general, merchandising is a new direction in trade marketing.
Merchandisers (merchandising specialists) first appeared in Russia in the trade missions of foreign companies. The main function of these specialists was the display of goods (positioning of goods in retail outlets (space-management). Russian enterprises put a lot of other elements into the concept of “merchandising”. The fascination with the fashionable name of the job led to the fact that employees participating in promotion began to be called merchandisers. promotions in markets, stores in the role of ordinary performers (for example, tasters, promoters).
