Before we delve deeper into retail merchandising, let us understand what the term retail means. The sale of goods or services from a business to consumers for their use is called retail. The process for products to reach a consumer involves many steps, and getting a retail merchandiser is one of them. It helps retailers attract customers through packaging, pricing, visual distribution, demonstrations, sampling, and planogram design and maintenance, among other methods.
Besides, a retail merchandiser also handles inventory management and audit, product stocking, and count integrity. In other words, retail merchandising is aimed at facilitating the sale of products in a retail store to consumers.
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Each aspect of the merchandising sequence – planning, buying, and selling – needs to be carefully implemented, or the retailer might end up losing profit margins and underutilizing the products. Primarily, four critical factors affect merchandising functions and processes. Let’s take a look.
Size of retail operations
Is it a major retail conglomerate with stores all across the city and social media presence or a niche store targeting select buyers? What is the size of the retail operation? Assessing the scope of operation will help retailers decide the most suitable retail merchandising approaches to get the best results. Whether it is a small, big, or a boutique store, retail store owners should remember that store and brand product management are essential for growth and expansion of the business. Therefore, taking help from experienced retail merchandisers would make it easier for them to tackle the complexities of retail operations.
1. Allocation of duties
Those with small one-off stores are likely to manage all three functions of merchandising on their own. But, separation of duties is both familiar and necessary to merchandise mid-sized and large retail stores. Because of various reasons such as specialization, security, and transparency, merchandising-related tasks are assigned individually. That is why brands hire specialized retail merchandising companies to ensure that buying, planning, and selling at retail stores are managed systematically and efficiently.
2. Clear and regular communication
One of the keys to the success of retail merchandising operations is clear and timely communication. Being the common link among suppliers, retail store owners, and customers, retail merchandisers play an essential role as they will be in touch with every retail store owner and deliver their requirements to suppliers. It, in turn, will help fulfill customers’ demands and ensure the success of the store as well as the brand(s).
3. Means of collecting information
Does the retail merchandising team you have hired use sophisticated software to collect data, or are they still practising traditional ways of data collection? From information on availability and sales of products to recording customers’ feedback, retail merchandising operations help obtain a lot of valuable information for brands. Hence, it is crucial to use the most efficient, simple-to-use, and advanced means and methods of collecting data. The better the quality of information obtained, the better will the retail merchandiser be able to approximate the consumption of products in a retail store and the profit margin.
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