Functional responsibilities of a regional sales manager. Job Description for Regional Manager. The manager has the right

The main goal of anyone trading business there appears to be an increase in sales volume. To a large extent, this indicator is determined by the effectiveness of sales management tools that make it possible to turn an ordinary store visitor into a real buyer. Moreover, modern technologies influence on the target audience not only prompts its representatives to think about making a purchase, but also forces them to purchase products of a particular brand.

Necessity systematic approach to stimulate retail sales has led to the emergence of such a profession as a merchandiser: today not only ordinary citizens, but also some representatives of small businesses have a rather vague idea of ​​who he is and what he does. Meanwhile, merchandising specialists play an important role in trading activities: without their help, it is difficult to create a retail outlet that is attractive to customers and survive in competition with large networks.

What is merchandising?

Product placement based on the most common consumer behavior patterns increases store turnover by an average of 12%. A display that takes into account the peculiarities of visual perception adds 15% to revenue, and attracting attention to positions beneficial for the outlet - another 25%. In total correct design establishment allows you to earn 100–200% more compared to a store where products are arranged randomly on the shelves.

Business owners who want to achieve this kind of growth will have to learn what the words “merchandiser” and “merchandising” mean. IN in this case we're talking about about the direction of marketing, covering methods of passively attracting the attention of visitors to retail outlets to the right brands or product groups without the active participation of store employees in this process. The need for merchandising events is confirmed by statistical data:

• 60% of customers make a decision to purchase a particular product spontaneously, standing directly in front of the display window;
• 70% of citizens who planned a purchase in advance also choose a specific brand while already at the retail outlet;
• 30% of consumers are ready to change their preferences if another product in the same price category seems more attractive to them.

To influence the choice of such doubtful buyers and stimulate the sale of certain products, you need to use advertising materials and visual design of points of sale:

1. Indicate to the store visitor the location of certain products;
2. Draw his attention to the necessary brands;
3. Provide the client with information about the benefits of this product;
4. Convince him of the advisability of making an immediate purchase;
5. Occupy maximum shelf space and push aside competitors;
6. Force the visitor to purchase more products and increase the check amount.

The term “merchandising”, among others, is borrowed from in English, where it is a derivative of the verb to merchandise (trade). The debate about whether “merchandising” or “merchandising” is correct is caused by the lack of an official interpretation of the concept in the law, while search engines for relevant queries produce approximately the same number of results. It should be noted that the first option is more often found in the correspondence of ordinary users, while the second is preferred by book authors and representatives of specialized companies. Based on these studies, we can conclude that at the moment both ways of writing the term are equivalent.

Who is a merchandiser?

You can understand the meaning of the words “merchandiser” and “merchandising” by studying the tasks that representatives of this profession solve. A merchandiser (or merchandiser) is a specialist who promotes his company’s products directly at retail outlets and increases the attractiveness of a brand or an entire group of products for consumers by indirect methods, without the need to enter into direct contact with the latter.

This effect is achieved by correctly displaying and maintaining the presentation of products on the shelf, as well as attracting the buyer’s attention to ongoing promotions and new products in the manufacturer’s product range using posters, leaflets, advertising structures and other POS materials placed in the store. Also, the merchandiser must ensure the cleanliness and serviceability of the corporate commercial equipment, prevent competitors’ products from appearing on your shelves.

Analyzing statistics on the use of merchandiser services in retail networks different sizes, you can notice that:

• Owners of small shops or pavilions do not need to know what a merchandiser is. Sellers cope well with the responsibilities of displaying goods;
• In supermarkets, sales floor workers learn the basic rules of merchandising, and marketers use additional sales promotion techniques;
• Suppliers are trying to increase sales for their product groups. That’s why they hire their own merchandisers to service partner stores.

In turn, it is profitable for owners of retail outlets to hire merchandisers provided by suppliers to decorate windows and display goods, which makes it possible to save on wages for their own specialists.

Types of merchandisers?

While studying what a “merchandiser” is, you should also consider possible options for specialization of representatives of this profession. Of course, they all solve the problem of sales promotion, but they do it in different formats:

1. Dedicated merchandiser. Works with only one supplier. What does a merchandiser do in stores: promotes his employer’s products and distinguishes them from competitors’ products;
2. Combined merchandiser. Such a specialist collaborates with several small suppliers at once, for whom it is not profitable to create their own merchandising departments and hire full-time employees for this;
3. Stationary merchandiser. A stationary merchandiser is an employee assigned to a specific retail outlet. He may display the products of one or more suppliers within his department;
4. Business merchandiser. Serves several stores that are located in the same area and cooperate with the merchandiser's employer. Visiting different areas in different days, such a specialist can cover the entire city;
5. Consultant. What does this type of merchandiser do: in addition to carrying out the main events (displaying goods, placing price tags and advertising), he convinces visitors to the department of the need to buy his product;
6. Merchandiser loader. Who is a “hands” type merchandiser: this is an employee, problem solver for quickly placing large quantities of goods on shelves. He does not need to study product characteristics or place advertising materials.

Responsibilities of a Merchandiser

Ordinary citizens, who only know approximately who a merchandiser is and what he does, often consider the duties of displaying goods to be primitive and accessible to any loader. However, the range of tasks of such specialists is much wider: it is the quality of their work in to a certain extent determines the profit of the outlet. So, according to his job description, the merchandiser is obliged to:

• With some regularity, visit the retail outlets located along your route with which the supplier works;
• Conduct negotiations with store managers or owners on merchandising events;
• Display goods on shelves according to the corporate planogram;
• Design and allocate a place for selling your products in such a way as to gain an advantage over competitors;
• Check the availability and relevance of price tags for your goods;
• Rotate products according to expiration dates;
• Supply retail outlets with advertising materials and place them at points of sale;
• Monitor the serviceability and eliminate breakdowns of corporate retail equipment and advertising materials;
• Explain to customers the consumer properties and advantages of your product;
• Notify management of insufficient quantity or range of products;
• Submit complaints to management regarding the quality and delivery times of goods;
• Fill out reports on your retail outlets, make assortment and price cuts, take photographs of the display of goods.

Based on this list of responsibilities, you can already imagine who a merchandiser is. However, some companies use specialists not only to maintain order at points of sale, but also to solve marketing problems.

In this case, the merchandising department employee must:

1. Convince sellers of the advisability of selling your product, using its characteristics and advantages over analogues;
2. Negotiate the size of the trade margin for your products;
3. Study the target audience and demand structure in a particular store;
4. Analyze the methods of product promotion used by competitors and take measures to prevent the weakening of their positions.

Merchandiser's work procedure

All major retail chains and suppliers conduct marketing research and create their own product promotion strategies, which they then use to develop standards regulating the activities of merchandisers. These corporate standards include:

• Algorithm for visiting a retail outlet. Describes step by step what a merchandiser should do in a store or supermarket;
• Planograms. They are schemes for displaying goods in retail outlets of different categories and sizes developed by marketers;
• Rules for placing advertising POS materials. They contain information on exactly how to hang price tags, put up posters and lay out leaflets.

By studying the order of actions of an employee when visiting a store, you can imagine what the job of a merchandiser is. So, he must:

1. Determine the main purposes of the visit to the store;
2. Prepare the necessary documents (price lists, client card), tools (markers, scissors, tape) and materials (posters, price tags, shelf talkers);
3. Visit the retail outlet on schedule or immediately after delivery of the goods;
4. Establish a responsible person in the store, notify him of the name of your company and the purpose of the visit. In the most severe cases you will have to additionally explain who the merchandiser is and what tasks he solves;
5. Listen to the complaints and wishes of the store employees regarding the quality and delivery time of products;
6. Study the outlet to expand the presence of your product there and stimulate sales. In this case, it is necessary to find out: which of the proposed methods the client considers acceptable, which of them will help maximize sales, which method is easiest to implement;
7. Coordinate with the client and carry out sales promotion activities (install sales equipment, arrange an additional sales location);
8. Fill the shelves with your products in accordance with the merchandiser’s rules for displaying goods and place advertising and information materials:
9. Study the range of products available in the warehouse and on the shelves, compare it with what is recommended for such outlets, note the missing items;
10. Deliver from the warehouse the quantity of goods necessary to fill the shelf;
11. Put the packaging in order and remove damaged boxes;
12. Remove expired goods and display the remaining items according to the rule “expiring - forward”;
13. Lay out the product in accordance with the planogram;
14. Expand shelf space by organizing additional places sales or at the expense of competitors;
15. Check price tags for product compliance and make missing ones;
16. Replace damaged or outdated POS materials;
17. Take a photo of the display for subsequent presentation to the manager.
18. Collect information about the pricing policy, representation and promotions of competitors;
19. Notify the client about the completion of work and leave the outlet;
20. Fill out the report form and route sheet.

Pros and cons of the profession

Merchandising is considered a popular employment option for young people experienced specialists, just starting to build a career, as well as for students considering ways and women.

Why are young people interested in this profession:

1. No experience or experience required for employment special education. Sometimes you don’t even need to know what “merchandiser” means - companies themselves train employees;
2. An employee should not constantly sit in the office, in front of his superiors;
3. Working hours are not standardized by hour. A merchandiser can easily set aside time to solve personal problems;
4. Work implies a lack of routine and constant communication with people;
5. With a lower workload, a specialist earns more than other unskilled workers - loaders, freight forwarders or sellers;
6. There is a real opportunity to build a career in trading;
7. With effort, the merchandiser can earn more through bonuses.

In fairness, it should be noted that there is no easy, unburdensome work for employees in entry-level positions in trade.

The disadvantages of the merchandiser profession are as follows:

1. The working day is not standardized. Sometimes you have to serve clients until the evening, then write reports at home, and go to training on the weekend;
2. The merchandiser must bypass stores on his route in any weather;
3. Constant work on your feet and carrying heavy goods causes fatigue;
4. Employers using mobile devices often monitor the employee’s movements and the time he spent in the store;
5. Clients sometimes do not fully understand who merchandisers are, and therefore consider them powerless and attribute them to the lowest rung of the hierarchical ladder.

Requirements for applicants

When filling a vacancy in the merchandising department, employers present quite standard requirements to applicants: the candidate is expected to be responsible, active, and diligent. In addition, the specifics of the profession also determine what qualities a merchandiser should have:

• Endurance is necessary to navigate the route on foot every day;
• Physical strength will come in handy when delivering heavy packages of goods from a warehouse;
• Sociability and friendliness allow you to effectively communicate with employees of retail outlets and achieve your goals;
• Neatness in clothing and presentable appearance contribute to the formation of a positive image of both the employee and his company;
• Condition career growth there is a desire to constantly improve oneself and study in more depth how a merchandiser works;
• For analytical work and filling out reports requires the ability to use computer technology;
• Willingness to work early mornings, late evenings, or weekends is required to perform duties without interfering with customers;
• Work experience with retail chains and knowledge of who a merchandiser is and what he does helps to find work with better conditions and high pay;
• For operations with food, you will need a sanitary book;
• When covering a large area, the merchandiser must have a driver's license, and in some cases, a car.

Depending on the type of product, the employer gives preference to men or women: the former traditionally work with alcohol, building materials and tobacco products, and the latter - with cosmetics, clothing and food. Sometimes high exercise stress and the low status of the profession lead to age restrictions: it is quite difficult for a person over 30 to get a job as a merchandiser.

To work effectively and successfully build a career in a large company, a merchandising specialist must know:

• Methods of sales promotion and demand generation;
• Types of advertising materials and methods of their use;
• Rules for designing points of sale, taking into account the psychology of buyers;
• Technical and consumer characteristics of your product, its advantages in comparison with competitors’ analogues;
• Prices for the most popular types of our own and competing products.

How to become a merchandiser?

A citizen who has found out what kind of profession a merchandiser is may have a desire to master it and try his hand at a new field. The implementation of such an idea is hampered by one problem: merchandising is not taught either in institutes or in technical schools. Fortunately, most often all a candidate for a position is required to do is good health and desire to work: 75% of companies prefer to hire active young people who are free from established professional stereotypes.

For applicants who have passed the preliminary selection, short courses are held, where future merchandisers are told about the assortment matrix and characteristics of the company's products, explain the rules for conducting marketing campaigns, and teach communication skills with employees and store owners. However, the preparation is not limited to this: trading enterprises regularly conduct exchange seminars for employees practical experience and methods for promoting new products.

For a person who wants to find out for himself who merchandisers are and what they do, alternative options- from short trainings on product promotion and sales management to full-fledged courses on the basics of active sales, merchandising and trade marketing. Such preparation is quite sufficient for successful work in large supermarkets and national retail chains. However, for further development with the prospect of taking the place of a manager or leading marketing specialist, you will need a diploma in psychology or management, and in some cases, designer skills.

How can a merchandiser find a job?

When starting to build a career in merchandising, you should think about... It is best to look for available vacancies for stationary merchandisers in large hypermarkets: here specialists work in the warmth, have a full lunch break and social package. It’s much harder for business merchandisers: in any weather, they must go out on the route and serve from five to ten points every day at an extremely intense pace.

Large companies look more attractive: here specialists can expect official employment with vacation and regular professional education. Preference should be given to products with light weight and a long shelf life: they are much easier to work with than dairy or sausage products.

Fortunately, the merchandiser’s choice is almost unlimited: major cities the list of vacancies contains hundreds and thousands of options. Wherein:

• Successful employment most often does not require education. You just need to know;
• The full-time merchandiser position is not suitable for students or people working part-time. For them, the visiting format is preferable;
• It is advisable for a merchandiser to work as a promoter for some time. This way he will learn to communicate with inadequate people and overcome objections.

The salary of a merchandiser is determined by several factors, including the region of work, type of employment, popularity trademark and the manufacturer's marketing budget. But even taking into account the fact that the most active specialists work simultaneously with two or three suppliers, merchandising cannot be included in the list: in advertisements published on websites, employers offer newcomers only 25–30 thousand rubles per month. A merchandiser with a personal car and significant work experience is in a more advantageous position: such employees are paid up to 50 thousand rubles.

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Career growth and prospects

The position of a merchandiser in trade is considered an entry-level position, so many citizens, as soon as they get a job, begin to think about career prospects. The most obvious ways of development are continuation labor activity in the marketing department or moving to the sales department as an agent. Sales representatives are included in the group for a reason: in addition to a decent salary, a specialist is given the opportunity to become a supervisor, territorial manager, and subsequently a director.

Analytical skills will allow a merchandiser to build a career as a marketer and engage in research into market demand, identifying the needs of the target audience, and developing brand promotion strategies: such specialists in large cities earn from 50 to 200 thousand rubles per month.

Finally, a person with a creative mind and artistic talents can complete special training courses and become a visual merchandiser. The tasks of this specialist are to develop a corporate concept of internal and external design retail outlets, creating effective planograms for displaying goods and placing POS materials, designing display windows and visualizing retail areas. An additional bonus is the possibility of internship in foreign advertising agencies involved in the international promotion of this brand.

Conclusion

Modern young people prefer creative professions. For example, many would like to know how to make money from their blog or. But any form of self-employment has one drawback - the lack of a stable income: this problem is well known to all citizens who study what a freelancer is in simple words. At the same time, merchandising combines a guaranteed salary, relative freedom and the opportunity for creative self-realization. Finally, mastering basic work techniques does not require long training, and building successful career determined more by the personal than professional qualities of the employee.

And today I’ll tell you, who is a merchandiser what he does, what his profession is and work as a merchandiser. Today, this strange word is found in our everyday life quite often, but many still do not know what it means. Well, let's correct this defect. So, who is a merchandiser?

For representatives of any business, one way or another connected with the trade of goods, the main goal of business development is always to increase. And it, as you can see from the link, depends immediately on four main criteria, among which is the so-called conversion, that is, the conversion rate potential clients in real ones. In other words, when a person enters a store or supermarket, you need to make sure that he makes a purchase the desired product. This is exactly what merchandisers, along with other specialists, work on.

Who is a merchandiser?

The term itself is borrowed from English (merchandise) and is literally translated as “commodity science,” which is more understandable to us.

Merchandiser is a specialist responsible for passive promotion of his company’s products and brand within retail outlets. That is, a person who does everything possible to ensure that as many buyers as possible purchase the product, without directly contacting the buyers. The person who is responsible for increasing field sales.

In post-Soviet countries, the first merchandisers appeared quite recently, literally 10-20 years ago. But, for example, in the USA, merchandising originated in the early 30s of the 20th century, during the Great Depression. But its more active development has been noted since the 70s, when the first supermarkets began to appear.

It is generally accepted that the foundations of merchandising in domestic markets were laid by Pepsi and Coca-Cola: they were the first to hire specialists who would lay out products in supermarkets in a special way and provide them with branded design. It started at the very last years 20th century, after 1998, when the purchasing power of citizens and, consequently, sales in business fell very significantly. But, if you look more broadly, market traders began to engage in merchandising even earlier - even then, some of them laid out goods in a special way to help increase sales. And now in any market this is already a very common phenomenon.

Responsibilities of a merchandiser.

Now let’s look in more detail at what a merchandiser does and what is included in his job responsibilities.

At first glance, it may seem that the work of a merchandiser is quite simple: he arranges the goods on the shelves in the right way, and that’s it. But this is not entirely true, because key functions Representatives of this specialty have two, and many people forget about the second.

So, the job responsibilities of a merchandiser necessarily include:

1. Competent and professional display of the company's products at points of sale.
2. Supplying retail outlets with advertising materials promoting the company brand and competent installation these materials.

But these are only the key ones functional responsibilities merchandiser. In addition, his work includes:

• Training sellers to competently present the product to customers (explaining the functional and quality characteristics of the product, methods of its application/consumption, advantages in comparison with analogues, service, guarantees, etc.);
• Negotiating to establish the optimal trade markup for retail sales goods, selling prices in stores and supermarkets;
• Assessment of consumer demand, target audience for a specific product and a specific outlet;
• Determining the optimal assortment and quantity of products, inventory levels for sale in a particular store;
• Selection, arrangement, design of retail equipment for your products (shape, color, lighting, etc.);
• Analysis of ways competitors promote similar products to strengthen their competitive positions On the market;
• Maintaining reports and summing up the effectiveness of using certain marketing methods and the company.

To briefly summarize, all the job responsibilities of a merchandiser come down to stimulating passive sales of goods from the company for which he works.

Requirements for a merchandiser.

Since this profession and specialization is quite new for the post-Soviet space, there are practically no higher educational institutions that specifically train merchandisers. Therefore, to get a job as a merchandiser, a diploma in a specialty or merchandising, or in some related specialization, is ideal.

In addition, employing companies present the following requirements to merchandisers:

• Presentable appearance (the merchandiser constantly communicates with different people and should be attractive);
• Willingness to travel (the merchandiser regularly travels to retail outlets where the company's products are presented, including in other cities and regions);
• Activity, endurance, stress resistance;
• Ability and responsibility for them;
• Availability of a car and driver's license.

Direct knowledge of product display technologies and other skills necessary in the work of a merchandiser will, of course, be a big advantage, but if they are not there, it doesn’t matter: due to the lack of experienced specialists, companies often hire applicants who do not have such experience and train them on their own through courses, trainings, mentoring, etc.

Work as a merchandiser.

Merchandisers are usually required in large corporations, having their own brand and distributing products to a wide target audience. Most often these are food products of different groups, alcohol and tobacco products, household chemicals, hygiene products, medicines.

Merchandisers are required in a company whose brand is well-known and widely distributed, in a company whose products are presented in most supermarkets and stores.

Job vacancies of these companies and requirements for applicants can be found on major employment portals, as well as on the websites of the companies themselves.

There are two types of work as a merchandiser:

1. Stationary merchandiser– a specialist assigned to a specific retail outlet (usually a very large supermarket or hypermarket), and is responsible for promoting goods there.
2. Mobile merchandiser– a specialist who is not tied to a specific workplace, serving a whole network of retail outlets (for example, a specific city, district, region).

Now let's look at the main advantages and disadvantages of this work.

Working as a merchandiser, advantages:

• It is not difficult to get a job without having similar work experience;
• Active work, constantly on the move, communicating with people;
• Work in the largest companies, where a full benefits package, official salary, and other privileges for employees are always provided;
• Salary, as a rule, does not depend on sales (in comparison, for example, with sales representatives).

Working as a merchandiser, cons:

• Often a necessary condition is the presence of a personal car and its use for business purposes;
• The work of a merchandiser, as a rule, involves constant business travel;
• Irregular working hours;
• Availability of vacancies only in large companies, large cities.

How much does a merchandiser earn?

Well, in conclusion, about what is probably of interest to many: how much does a merchandiser earn, what kind of income can his work generate?

Of course, a lot depends on both the specific company and the specific specialist. But if we generalize, we can say that the job of a merchandiser is not the highest paid, but not the lowest paid - it is a certain average level salaries of ordinary employees in the company.

That is, for example, a merchandiser earns more than a salesperson, but less than Sales Representative. What is important is that he, as a rule, works “on a salary”; his salary does not depend on the fulfillment of any sales plans. However, when good level Merchandisers may receive additional bonuses for overall sales in the company/region.

Now you have an idea of ​​who a merchandiser is, what his job responsibilities and requirements for employees are, what the work of a merchandiser is, and you can draw your own conclusions about how interesting this is to you specifically.

I wish you success in finding a job and with that I say goodbye. See you again on the site where you can significantly improve your level financial literacy and master new, promising ways of active and passive income.

This profession appeared relatively recently. If you ask a random passerby on the street what merchandisers do, he is unlikely to be able to give a clear answer.

Even the very name of this specialty has not yet taken root in the Russian language: the original English word merchandising is pronounced either with an “e” (merchandising) or with an “a” (merchandising).

What kind of work is this?

Representatives of the profession we are interested in work in companies engaged in sales (mainly retail). The merchandiser's area of ​​interest is organizing and stimulating product sales.

Merchandiser is responsible for:

• completeness of the assortment available to customers;
• timely delivery of goods;
• design of the hall in general and specific counters/display cases in particular;
• Ensuring that employees appear properly and behave appropriately;
• maintaining racks and shelves in good condition;
• price regulation.

He visits the company's retail outlets daily or weekly and gives local workers - administrators, salespeople - up-to-date instructions.

The more points, the more travel: for merchandisers large networks who sell food products, have to visit 6-7 addresses a day. As a rule, an employee drives his own car without using the services of a driver.

Who can become a merchandiser?

The profession is ideal for people who have completed secondary and higher education. educational establishments specialty " management". Also acceptable economic Education . An additional skill that is important for the applicant is the ability to use a basic set of office computer programs.

Other requirements for a candidate for the position are determined by the nature of the product being sold.

A merchandiser who wants to get a job in a grocery supermarket will need to obtain a medical certificate and undergo regular medical examinations. A specialist of similar qualifications entering work in a store household appliances, you need to have a good physical fitness- He must be willing to lift weights frequently.

Pros and cons of the profession

For obvious reasons, the specialty is extremely attractive as a first step to a career in retail.

However, there are also some “buts”.

First of all, it's a hectic job. Imagine: you spend all day on your feet, you are constantly required to be extremely attentive...

Secondly, broad powers imply high degree responsibility. It is the merchandiser who runs the risk of being the last one if a customer reports to the store management about expired sour cream or stained upholstery of upholstered furniture.

Merchandising, as an integral element of trade, it appeared in Russia simultaneously with the first supermarkets in the early 90s of the last century. Over time, this scientific discipline served as the basis for the emergence of such a profession as merchandiser.

What is merchandising: definition of the concept

IN general outline 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 buyer attention.
• Design of points of sale, display windows, product packaging various POS materials.
• Working on the soundtrack stimulating sales.

It follows from this that merchandiser- this is none other than the specialist responsible for promoting the product.

Merchandiser or merchandiser - which is correct?

This word borrowed from 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 the job of a merchandiser: job description, main responsibilities

Merchandiser position implies stimulating sales growth reporting category of goods.

The merchandiser must have the necessary set of skills and knowledge in order to be able to present your product to a potential buyer as in demand and certainly needed.

According to the standard job description, a person appointed to the position of merchandiser must have a professional education in merchandising, or have additional training in this area of ​​knowledge.

In particular, he must know the following points:

What responsibilities does a merchandiser perform?

The main point in the merchandiser’s job description is the point describing his job responsibilities, which are as follows:

1. Visits retail outlets in his assigned territory, according to the approved schedule.
2. Displays goods at points of sale while maintaining established merchandising standards.
3. Ensures that shelves have the maximum possible range of products available, checks balances and, if necessary, places an order.
4. Advises buyers on consumer properties of the product.
5. Responsible for placement of branded equipment and promotional materials, as well as for the timeliness of their updating.
6. Monitors the availability of correct price tags for your product.
7. Monitors product expiration dates and maintains rotation at points of sale according to the principle- goods manufactured earlier are located closer to the buyer.
8. If possible, duplicates points of sale of goods, improves the conditions for its placement in relation to competitor’s products.
9. In case of any quality claims from the client or the quantity of goods supplied, transmits information to the supervisor.
10. On behalf of the supervisor, collects marketing data.
11. Maintains reporting established form at all retail outlets assigned to it, including making photo reports.

Depending on the specifics of the work of a particular company, the list of responsibilities of a merchandiser may be supplemented with other functionality.

What does a merchandiser do in a supermarket?

For this reason they assign their merchandisers to large retail chains, who, depending on sales volumes, can stay at one outlet all day, or visit several stores per day.

For their part, it is beneficial for the management of supermarkets and hypermarkets to use the services of third-party merchandisers, since they often they account for up to half of all work associated with displaying goods on the sales floor.

This allows them to save on wage costs, since these costs fall on the shoulders of the supplier company.

A merchandiser performs all the functions in a supermarket that are specified in his job description.

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

Sometimes you can find a vacancy in job advertisements "online store merchandiser".

In such cases the employer is simply confused about the job title and is actually looking for a marketer or operator to fill the site with goods.

Because in the classical sense of merchandising, a specialist such as a merchandiser simply cannot work in an online store.

A merchandiser is the person who works with the product live.

Therefore, when faced with a similar vacancy, you must understand that the responsibilities of these two specialists are significantly different from each other.

Who is a supervisor?

Supervisor— the immediate supervisor of merchandisers and is responsible for their work in the territory assigned to him.

Main responsibilities of a supervisor:

• Clearly setting tasks for merchandisers and securing behind each of them is a specific territory;
• Evaluation of employee performance their responsibilities;
• Organization of training for merchandisers, introduction of new employees into positions;
• Drawing up a work schedule for your subordinates, taking into account the specifics of retail outlets to whom they are assigned and control over its implementation;
• Monitoring employee compliance with labor regulations disciplines;
• Negotiating with key management trading partners;
• Collection of necessary information from merchandisers for each outlet in the form of reports, its systematization and analysis;
• Drawing up reports for management on work results on a designated territory.

The supervisor monitors the volume of trade turnover, plans the delivery schedule and display of goods.

At least once a week, the supervisor visits all stores assigned to him to personally monitor the merchandisers’ compliance with the correct display and to resolve current issues with the management of the outlets.

Mobile and stationary merchandiser - what is the difference?

Based on the nature of their connection to a retail outlet, merchandisers are divided into two groups: mobile and stationary.

If the turnover is large and requires the constant presence of an employee, then the store is assigned stationary merchandiser full time.

If sales volumes are relatively low or very small, then they are already working at such points mobile merchandisers, devoting several hours a day, or even a week, to work in a particular store every day.

Such merchandisers travel to several points a day and, for greater efficiency, prefer to hire people with a personal car for this position.

If the merchandiser is assigned a large number of points and they are all sufficiently distant from each other, then using public transport, it is almost impossible to get around them in a day. And in any case, more time will be spent moving than working.

This division is associated with the volume of turnover of certain categories of goods in a particular store.

Responsibilities of a merchandiser: for resume and further work

When choosing a job as a merchandiser, you need to understand that this is a starting position in large trading companies, mainly wholesale. It is not uncommon for young people without work experience to be hired for this position, although having one in the field of trade will be your advantage when finding a job.

The main personal qualities that a merchandiser should have:

The following professional skills will be useful to the future merchandiser:

• knowledge of laws regulating trade activities;
• knowledge of the basics of merchandising, management, marketing, sociology, psychology;
• experience with programs accounting of goods;
• experience working with office equipment and TSD.

For mobile merchandisers additional competitive advantage You will have a driver's license and a personal vehicle.

If you have already had to work, describe in more detail your experience and functionality from the last few places of work, preferably no more than three, so that the resume does not look too cumbersome.

Pay special attention to your achievements and acquired skills. Another advantage may be the presence of a positive letter of recommendation from your former employer.

If you have never worked anywhere before and have never had to write a resume, take several ready-made samples from the Internet as a basis and make your own.

Merchandiser job description: what to look for when applying for a job?

If you have already compiled competent resume and have successfully passed the interview for the position of merchandiser, you will have to sign the stage employment contract and job descriptions.

When studying the instructions Special attention pay attention to several points:

1. Who do you report to, that is, who is your immediate supervisor, as a rule, this is a supervisor. In this case, appointment to a position and dismissal from it are made directly by the decision of the head of the company. This means that the supervisor does not independently make decisions about hiring and firing.

You will find this information in the first section - “General Provisions”:

1. Everything in the same first section lists professional skills and knowledge, which a merchandiser must have.
2. The second section describes in detail the job responsibilities of the merchandiser.. Study them with special care and try to implement them in full during the work process so that the employer does not have reasons for dissatisfaction or grounds for dismissal.
3. The third section describes the rights of the merchandiser. Failure by the employer to comply with any of the paragraphs of this section may serve as grounds for the inability to perform any duty or to perform it incompletely.
4. The final fourth section states the responsibility of the merchandiser for certain actions. As for material liability, it is described in more detail separately in collective agreement about financial responsibility.

A motivated student aiming to build a career in marketing or sales can easily become a merchandiser. The profession of a merchandiser is one of the most accessible for young people, since initially it does not require special skills - everything can be learned on the job.

Profession merchandiser: job features

Whatever you say, a specialist in this specialty will always find a job. Look, the country continues economic crisis, and retail chains continue to actively enter new territories, new areas and cities. And every store requires merchandisers. Another plus for those who want to find a job or part-time job near home.

The word “merchandiser” can be translated from English as “product specialist”, “merchandiser” or assistant merchandiser. But in our country, such specialists are more likely to be associated with the arrangement of goods and their sales, rather than with merchandising. Although, to some extent, these functions are also present.

Now let's talk about what the daily job responsibilities of a merchandiser are. Those who work or have previously worked in this position note that the main functions they performed were arranging goods on store shelves in accordance with a planogram based on the requirements of the marketing specialists of the manufacturing company, dealer or seller. They also had to monitor the presence of a set amount of product on the shelves and add it if necessary.

Merchandisers often place company advertising materials on shelves, place products in priority places in order to attract the attention of customers, stimulate product sales and increase sales volumes.

Another task of the merchandiser is to create and maintain a positive image of both the manufacturing company (seller) and the product. In addition, the employee tries to “punch” the best shelves in the store for his goods, maintaining contacts with the administration of the outlet and sellers, periodically giving them small gifts or souvenirs on behalf of the employing company.

The employee also monitors the movement of competitors’ goods and their pricing policies, the activity or passivity of demand among the population between their own goods and those of competitors, monitors the marketing and advertising moves of players in the market for similar goods.

The merchandiser visits assigned stores at least once a week and, based on the results of the visit, fills out a special “passport”. According to the “passports”, at the end of each week a report is filled out and submitted to the supervisor or the marketing department.

Who is a supervisor? As a rule, a supervisor is the head of a group of merchandisers who controls the sales dynamics in the stores assigned to the merchandisers. Sometimes the supervisor independently develops a planogram - a plan for displaying goods on shelves, but such functions should be handled by marketing department employees, not supervisors.

So, let’s summarize what exactly a merchandiser does:

• Studies consumer demand depending on various factors: time of year, advertising campaign, target population group, etc.
• Controls the assortment of goods in retail outlets.
• Designs display cases, counters and areas of the sales floor in accordance with company requirements.
• Analyzes compliance of product display with company requirements.
• Monitors competitors' products and promotional activities.
• Prepares reports on his work and the results of sales of goods.

It's simple. The better the employee does his job, the better the product is promoted in retail chains, the higher the sales of this product and the more profit the company receives.

How to become a merchandiser and what is needed for this?

This job is perfect for young people without work experience, students or novice professionals. Therefore, the presence or absence of experience will not be a decisive factor in the interview. Hiring young man the employer pays more attention to the image side, namely, what impression the employee will make on the store staff and customers. The recruiter will be interested in your appearance applicant, learning ability, performance, activity. Large companies and representative offices foreign companies knowledge is often mentioned among the requirements foreign language, possession of a driver's license or car.

After passing the selection process in large companies, specialists undergo a week or two weeks of training, during which they learn assortment list products, marketing promotions, learn to find mutual language with store staff. But the learning doesn’t end there—companies often hold seminars to share experiences, especially if a new product is entering the market.

Merchandisers usually work on a salary and their average size is wages is approximately 20-25 thousand rubles per month. Agree, for beginners without work experience it’s not bad at all.

This video will tell you more about how to become a merchandiser: