Video: Chapter 3 - Fashion Merchandising 2e 2024, May
This profession came to Russia not so long ago, a little over ten years ago. Stimulation, sales planning - this is translated from English as “merchandising”. The definition of this concept, respectively, can be disclosed as planning the correct promotion of goods in the right quantity and at the right time at the right price. This is the essence of this direction. So, the main task of a specialist in this field is to present the buyer with the goods as the right and necessary.
Answering the question “merchandiser - who is it”, it must be said that the duty of this employee is to sell the corresponding product with
properly organized activities. It includes competent advertising, self-giving display and much more. He also needs to understand how to remove the balances in the warehouse, and calculate inventories so that there are no interruptions and overstocking. For a successful operation, he must know the temporary and seasonal fluctuations in demand and very carefully monitor the expiration dates. In the event that there is a visual merchandiser at the store, then it must have information about where there are hot zones, "golden" shelves. He should also be able to calculate consumer flows and how customers move around the store.
Answering the question “merchandiser - who is it”, it must be said that he is a psychologist and a competent communicator.
Because for the successful implementation of activities he needs self-confidence, as well as knowledge about the product and the company.
Currently, this profession is being mastered by young people who are just beginning to comprehend the psychology of sales. This position allows you to get a wonderful experience of interaction with representatives of trade, to see all the nuances of business “from the inside”. People who quickly understand the answer to the question “merchandiser - who is it” quickly move up the corporate ladder and occupy more significant positions in the trading organization.
So, the main task of this specialist is to increase the level of sales. His working day consists of constant trips to shopping facilities. The merchandiser deals with a specific customer base, which monitors compliance with concepts, places POS materials and monitors their use.
In addition, he must maintain the image of his organization in positive colors, ensure a favorable location of products and track its availability in sales. For the correct price adjustment, the specialist constantly monitors competitors and provides consultations to sellers regarding the size of trade allowances.
Merchandiser - who is it? Requirements for candidates are directly related to the creation and maintenance of the company's image. Therefore, when selecting candidates for this position, the director draws attention to a presentable appearance, communication skills, age, and the presence of higher education. Preference is most often given to people who have a diploma from a trade or economic educational institution. In most cases, work experience does not play a significant role in the selection of candidates. But age limits are often limited to 30 years.
