Who is the merchandiser

The modern sales system is built somewhat differently than it was 20-25 years ago. Among the staff of the stores there are many interesting professions, the functions of which to this day for most people remain a mystery. One such specialty is a merchandiser. If to ask the majority of consumers, who such a merchandiser, then the question is unlikely to give an exact answer, even every tenth visitor to supermarkets. Meanwhile, an expert in the field of merchandising works in large hypermarkets and supermarkets.

Profession merchandiser appeared in Russia not so long ago, it came along with famous foreign brands like Coca-Cola, Pepsi and others. In the West and in America this specialty has existed for a very long time. It is known that sales of goods can be significantly increased if you use a certain technique. Merchandising just involves using such subtleties and tweaks to increase the turnover of the outlet. Being a part of marketing, this direction is closely connected with all plans that the marketing department builds.

Many people have no idea what the merchandiser is doing. However, the work of this specialist forces consumers to buy. Professionals of this category are divided into three types. The first type is stationary. This specialist is at the point of sales all the time. He is responsible for what happens inside the store. Who is a stationary merchant? This is the person who, first of all, follows the shelves and the laying out of the goods. By the way, it was this function that was originally the main function of these specialists. It is noticed that the special arrangement of goods on the shelves, the width and height of the shelves themselves can affect the demand for the goods and their purchase. Today, advertising, various promo-actions, correction of prices as necessary, expansion of shelves and their reduction, observation of assortment were also added to the duties of a professional in this sphere. Also this person should help to conduct various actions, maintain the appearance of products and improve the status of the brand.

There is another kind of merchandiser-mobile. Who is a merchandiser mobile? The functions of this specialist are different from the functions of a stationary employee. If the latter works at the point of sale and solves all the issues on the spot, then the mobile works with competitors. Its functions can be compared with the functions of a spy. He comes to the supermarket of a competing company, but does not buy anything there. His duty is to assess the availability of goods on the shelves, the prices, the location of goods and the width of the shelves. The activity of this person does not go unnoticed, however, the guard and administration of the hall treat such "scouts" quite loyally. After all, a competitor has his own mobile merchandiser, which from time to time comes into the shops of neighbors.

Now it remains only to find out who the hybrid merchandiser is. This is the last category of professionals of this kind. Sometimes hybrid merchandisers are called universal. Their activities combine the functions of mobile and in-patient specialists. In one day they can work at the point of sale, and the next - go to competitors and do monitoring. Most often in a large network, all three types of specialists are present at once. However, sometimes there is also such that there is either one hybrid merchandiser per point, either stationary or mobile. It is quite difficult to work as a universal, however some professionals say that personal monitoring increases the efficiency of work.

Consumers, going to the supermarket for shopping, may not notice a modest merchandiser. But the result of his work will significantly affect the choice and quantity of goods in the shopping basket. Therefore, when you come to the store, do not forget that everything has already been prepared for the visitor to spend as much as possible. And behind this are mysterious merchandisers.