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I came, I saw laid out ...
Not so long ago profession merchandiser represents another trend of western fashion. However, over time has been asked many different categories of applicants. Moreover, it became clear that the mysterious merchandiser - is just a starting position in the career professional in marketing, where many successful professionals start with merchandising.
It was a simple shelf, has become the gold Merchandiser (from the English merchant - «merchant") - a specialist working in the retail trade, whose main task is the correct representation of the company's products on the market. It is a trading company in trading networks (often super-and hypermarkets), is responsible for the display of goods, installation of associated necessary equipment (refrigerators, extra windows, pallet promotions), and - for the placement of POS-materials (advertising materials which promote good ).moving boxes | - Merchandiser - it is something between a promoter and the position of sales representative - says Elena Brykina, specialist search and selection of personnel holding "Empire Personnel". - Merchandisers must actively promote the products of the company as a promoter, as well as deal with a visit to points of sale for the analysis of current situations, control over the pace of sales of goods, already as a sales representative. In addition to the responsibilities of merchandiser display of goods is an attractive and convenient for the buyer, the auditing and adjustment of prices, assistance in conducting promotional campaigns. In line with these objectives and by prior arrangement is the so-called "Planograms calculations. It makes a merchandiser itself, or, on the basis of collected data, more responsible and competent person, such as a territorial manager.Human resources software solution | Differ and commercial visual merchandising. Visual longer aims to make "beautiful", he works more on image than on increasing sales. Commercial - to optimize space and increase sales. Although rare to find each of them in pure form, they usually "work" in tandem. "For example, in one of the supermarket chains premium - said Julia officer will hypermarket chain merchandising materials - good progress was selling fresh food (meat, cooking) in the plates, but not in the trays as they are often sold in shops - as a result of products have become to look more appetizing, and they wanted to try even though they were still damp, which created an incentive to buy.removal company london | A typical example of commercial merchandise - usually golden shelves: a more expensive product to put on eye level, because man, limited in money, are usually willing to spend more time searching for the right product, whereas the more affluent buyer usually more impulsive in his decision purchase. In clothing stores merchandiser monitors, properly decorated, hung out and laid on the shelf product, and it helps so-called "merchbuk (" book "merchandiser, compiled by the parent company, manufacturer of clothing, which describes the current collection, market trends, and recommendations parent company). - All merchandisers in our network are involved in the design of shop windows and store brands Topshop (he refers to fast-fashoin, that is, there is often changing range) merchandiser "attached" to each store - said Nadezhda Ustinov, Head of the recruitment team Companies (which owns commercial networks Mexx, Calvin Klein, Pinko and Topshop). - It prepares the installation, using mannequins, clothing and accessories, in order to convey the mood of the current collection. In addition, it is during the day in the hall and sees to it that the goods have been posted and neatly kept packaging. In the fashion companies, merchandisers also make photo reports for the head office about how they have drawn up a specific line. " By the wayThe main objective merchandiser - control the availability of the full range of companies on the shelves of the store and its location in the most favorable for the purchase of the ground. His responsibilities may include:
Western companies, much earlier than the merits of and need for specialists such, actively work to attract both young and experienced workers. Basic requirements - presentable appearance, often - possession of a foreign language, communication, high performance. Typically, career falls on the age of 20 to 30 years. As with any new profession, merchandisers were very relevant and highly paid profession in the early days of its appearance, when such professionals are unity, and the company offered any money for the opportunity to have one of them in their own state. At the present day - due to increased competition among job seekers - the picture has changed somewhat, and wages have decreased quite significantly. However, Western companies, in contrast to Russian, yet offer a benefits package in the form of payment for travel, meals, additional bonuses for the implementation of planned sales. According to the holding "Empire Personnel, with the increase in supply in the market, the average salary in merchandising ranges from an average of 18 000 to 25 000 rubles depending on experience. Young professionals with no experience can expect 10 000 - 15 000 rubles. - Merchandiser, we can not only gain in the labor market, but also "grow" within the company with the position of sales consultants - see if they have the taste and ability. Find a person with artistic taste and wants to work with simple clothes, but not all of them can run merchandiser, because among other things, he should really "feel the spirit" brand, which he represents, - said Nadezhda Ustinova from Mexx, Calvin Klein , Pinko and Topshop. - The advantage in the selection of external candidates to have experience in the clothing trade, particularly for the more expensive brands. Lack of experience may substitute education - art or in the field of fashion design. Incidentally, one of the tests on the ability to merchandising like child's play "dress Dasha, when the candidates were proposed to put two or three dummy chosen from the pile of clothing most suitable. They also undergo training within the company: study the basics tsvetosochetany, a combination between a variety of tissues, regularly listen to lectures on fashion trends. The crisis has reduced the number of proposals for such professionals, demand the same as in all other areas, has increased in comparison with him at times. Now, as in most other cases, companies do not face shortage of candidates, so the choice becomes more and more stringent requirements. And if the past three otsmotrennyh applicants for the position they took two, but now the employer selects only one out of five. "Moreover, very often a company to avoid the costs, combining the functions of several specialists in one post, so today perform functions merchandisers and retailers themselves, the administrators and retail outlets", - states Elena Brykina of "Imperial personnel." Merchandiser can grow to a regional merchandiser or chief merchandiser for Russia. "Regions" to oversee the appearance of regional stores. Special education also offers advantages in selecting candidates for promotion. And do not forget that the merchandiser - this is an important link in the structure of sales. An experienced specialist can bring the company from 10 to 30% profit. First Person Julia, employee department merchandising hypermarket chain materials: For the first time I got merchandisers, as a full-time student at the university offices. I was looking for work with a relatively free schedule, but allows normal gain, and I was offered the position of merchandiser in the regional representation of the company for the production of semi-famous producer of dumplings. Experience I have had, but played in my favor, my interpersonal skills and the fact that at the department of psychology, I studied the psychology of perception and the psychology of marketing to me in the future, very useful. In addition, I had little experience in active sales. My duties included bypass stores, where it was brought to our products and display of goods for our brands. Until recently, not all stores are loyal to the merchandising, and irritated many of our requirements - so my job required good communication skills. In the day it was possible to bypass the order of 5 large or 7-8 small shops. My salary was dependent on sales, and I must say that after my visits, sales actually increased. A qualitatively new level of merchandising I moved away from a vendor in the intranet merchandisers. Previously, I was probably the perpetrator, then becoming a merchandiser grocery supermarkets, I began to plan for space. In my work became more intelligence and responsibility, but also more opportunities. In my run there were several categories of products, which I should have been present in such a way that it is better sold. I developed a professional look, and now, going to the stores as a buyer, I sometimes made mistakes placement or, conversely, good positioning. The next step was to work in the hypermarket chain of building materials, where I was also responsible for a certain category. The peculiarity of this production is that there have in developing the concept of the calculations give more attention to security issues because the dimensions of the goods are completely different than the food. Besides, now I am working in a western company with a well-functioning system of the merchandising department, and this is also a positive effect on my work. In Russia the company concept of merchandising has come not so long ago, and they often do not understand very well what they want from an employee, sometimes the responsibility is not defined clearly enough that, of course, affect the result. Here I do not often have to go round shops, I am working on the concept of calculations, using special computer programs. The best part of my work - to see successful projects, both visually and commercially. Once I contacted the owners of a small regional magazine with a request to increase the efficiency calculations, and I developed a project for them, which included a complete rearrangement shelving and categories, change calculations. After 2 months they have increased sales by 30%, and the next task was to support that concept. |
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