Merchandiser

What is a merchandiser?
Types of merchandisers
Main responsibilities of a merchandiser
Key skills of a merchandiser
Demand for the profession
How to become a merchandiser?

What is a merchandiser?

A merchandiser is a specialist responsible for the effective promotion and presentation of products at points of sale. This term comes from the English language, where "merchandiser" translates to "trader." However, unlike salespeople, merchandisers do not engage in direct sales. Their main task is to arrange the retail space and ensure that stores have the necessary assortment of products.

Types of merchandisers

There are several categories of merchandisers, each performing its unique functions:

Mobile merchandisers: These specialists can visit several retail locations during the workday. They usually represent a specific brand or several brands from one manufacturer.
Stationary merchandisers: Work in one retail location and are responsible for the display and presentation of all brands sold in that store.
Hybrid merchandisers: Have a flexible work schedule, alternating between working in one store and visiting several branches depending on the current needs of the employer.

There are also specialized positions, such as visual merchandiser, who is responsible for the design of the retail space, and category merchandiser, who develops displays for various types of products, considering the interests of all brands in the category.

Main responsibilities of a merchandiser

Merchandisers perform a variety of tasks, including:

Product display according to the planogram: The merchandiser places products on shelves according to a pre-developed scheme, ensuring that the display meets brand standards.
Monitoring products on the shelf: The employee checks expiration dates, packaging integrity, and price tags, removing expired or damaged products.
Placement of POS materials: Organizing retail space includes setting up branded displays and placing advertising materials.
Designing retail locations: Merchandisers are involved in the overall design of the store, including creating presentation areas and arranging window displays.
Training staff: Experienced merchandisers may train store personnel on product display rules.
Ensuring compliance with network standards: Checking the store's compliance with established design standards.
Managing inventory: Ensuring that products are available on shelves and in the warehouse, preventing "out-of-stock" situations.
Participating in promotions: Organizing the retail space during promotions and monitoring the availability of promotional products.
Competitor audits: Gathering information about competitors' prices and promotions at the request of the marketing department.
Resolving local issues: Communicating with the administration of the retail location to address various questions.

Key skills of a merchandiser

Successful work as a merchandiser does not require prior experience or special knowledge. However, for career advancement, it is important to develop certain skills. Key personal qualities include:

Communication skills
Initiative
Stress resistance
Responsibility
Physical endurance and mobility

More experienced specialists should have knowledge in merchandising, advertising basics, and marketing, as well as skills in evaluating product effectiveness and retail design.

Demand for the profession

Merchandisers are in demand in retail, especially in sectors related to food products, beverages, household chemicals, clothing, and accessories. Major employers include manufacturers of consumer goods and large retail chains. Most job openings are found in large cities with populations over 500,000, where entry-level specialists can expect a salary of around 30,000-40,000 rubles, while more experienced workers can earn 70,000-100,000 rubles.

The job of a merchandiser is suitable for those looking for an opportunity to start a career without special skills, as well as for individuals willing to engage in physical labor and frequent travel.

How to become a merchandiser?

You can start a career in this field without experience, but for professional growth, it is necessary to undergo training. Merchandising as a discipline is studied in universities in the fields of "Advertising" and "Marketing." There are also professional development courses available.