The specifics of the work of merchandisers in Ukraine
Merchandiser in Ukraine is a kind of “rummy” mix of seller, consultant, trade or regional representative and merchandise. In many companies, the control over the presence of goods of a certain brand in outlets, and the provision of promotional and informational materials are added to the duties of these specialists. Among the mandatory requirements for candidates, some firms put forward driving licenses, communicative skills and organizational skills.
Basics of merchandising
The principles of Western European merchandising – and this profession came to us from the West – are simple enough. To succeed in this business, you need to have, first of all, just good taste, artistic or design. After all, the more interesting and attractive the goods are displayed on the shelf, the higher the probability of its purchase. But, decorating shop windows, unlike the designer, the merchandiser must remember that he does his job not for the sake of pure aesthetics, but for the buyer to feel comfortable in a supermarket, and he wanted to buy this product exactly here. There is a variety of merchandisers: merchandisers responsible for placing goods on all supermarket sales shelves and working at a specific outlet, and merchandisers that are responsible for only a particular brand. Every day they must bypass several outlets, controlling the placement of “their” goods in supermarkets. Naturally, wages are paid to them by trademark providers. The most important task of a merchandiser is to determine the place for better product placement, so that products of the same species do not compete with each other, but complement each other. The product-novelty is better placed in the place of the trading hall, where the likelihood of its detection by the target buyer is the highest. How to determine this place? And how better to expose the goods? To do this, you need to know several laws of consumer psychology:
the product must have a presentable appearance;
the goods must be facing the buyer’s face;
The brand logo should not be closed with a price tag, excise stamp, etc. Generally, any consumer-friendly information placed on the product packaging should not be sealed;
the product to be sold in the first place must be at the level of the consumer’s eyes;
the goods must be placed in the appropriate group of goods;
In the commodity group, the product must have a commercial appearance and be sorted according to colors, sizes, sets in a certain sequence (from greater to smaller, from expensive to cheap, from bright to black, etc.);
the more brands of the same product on the shelf, the more likely that these products will be purchased.
A glossary of merchandisers
Merchandising (Merchandise) is an art of trading, or a trade process. This is a marketing direction that stimulates retail sales by attracting customers’ attention to specific brands or groups of products at sales sites without the active participation of specialist personnel.
Thanks to the principles of merchandising, it is possible to untwist new products and special offers from trademarks, helping to increase sales. Visual merchandising – a complex of events made in the sales area aimed at increasing sales and promotion of this or that commodity, brand, type, packaging with the help of their special placement, registration of the store space and shop windows in order to provide the buyer with the most complete information about the product. When the goods are correctly displayed, the main principle of merchandising should be activated – the ever-rushing and forgetful buyer who went to the market for a loaf of bread, resembling and hurriedly recalling that sunflower oil ends at home and therefore purchases black chocolate for breakfast.