Retail merchandisers are responsible for creating store displays and assortments, which means that they need to design marketing strategies to influence where customers are most likely to stop or interact with a retailer’s products. A product’s attractiveness or its special status can influence how it is merchandised in a retail store.
Retailers should use signage, POP displays, product packaging, and other retail merchandising techniques to increase sales.
What Is Retail Merchandising?
The retail industry is rapidly growing and evolving, and retail merchandising is a fairly new career path that has only been around for about 30 years. Retail merchandising is the process of designing, planning, and managing retail stores.
Specific retail merchandisers choose retail product suppliers, establish retail store layouts and displays, and establish retail product assortments. Retail merchandising is a career with great opportunities for employment growth.
The retail merchandising career path is somewhat different from other retail-related careers, such as retail management. Retail merchandising professionals are usually more involved in retail store layout and retail product assortments, as opposed to retail management professionals, who are more focused on retail store operations.
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Why is retail merchandising important?
Retail merchandising is important because the store layout and store display influence store trends.
The store layout and store displays can affect how customers shop and behave in the store. For example, store displays can influence customers to slow down as they walk by or notice a product.
Retail store layouts and store displays need to be attractive to a potential customer. Retail store layout professionals typically work with store operations personnel, store planners, store designers, store architects, store construction personnel, store managers, and store security personnel.
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What Is In-Store Merchandising?
In-store merchandising is a subcategory of retail merchandising that includes merchandise displays presented in the store interior. The merchandise display will depend on the merchandise being displayed and the store environment.
In-store merchandising is primarily done by in-store merchandisers, who select products and place them on store shelves, tables, or hanging devices. The merchandiser also sets up temporary displays for special events and product promotions.
In-store merchandising can also be done by a store service technician who performs routine maintenance on the store fixtures and furniture.
In-store merchandisers work closely with the store manager, retailer merchandisers, buyers, and customer service representatives.
Specific retail merchandising jobs include product managers, retail merchandisers, visual merchandisers, buyers, store layout designers, and store planners.
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Visual Merchandising in Retail
Everything in the store should be set up in an attractive display that will attract potential customers. The store’s layout and inventory can influence whether or not people shop at a particular retailer.
Visual merchandising helps retailers establish inventory assortments and helps retailers display merchandise most attractively. Retailers invest significant amounts of time in inventory management and inventory assortments, which directly affect how inventory is presented in the store.
Visual merchandising applies to inventory and inventory assortments, such as inventory displays that are set up in the store. The inventory display will depend on inventory type and product category, but inventory displays can include a retail store floor layout, a retail store window display, a product table display in the store, or a hanging inventory display.
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Tips and tricks for visual merchandise
- Design an attractive store layout that will attract customers.
- Establish inventory assortments with retail management, buyers, and marketing professionals.
- Set up inventory displays to attract customers inside of the store.
- Work closely with inventory management, marketing, and advertising professionals.
A retail merchandising strategy
First, the goods are merchandised in the retail store. “The goods” refer to all of the products that are available for purchase at a retailer. Merchandising goods can mean displaying goods on store shelves, arranging goods in a store window display, arranging goods as part of a table display inside a store, or hanging goods from the ceiling display.
Second, decoration and design for the retailer. A retailer may choose to decorate the store with a specific color scheme, light fixtures, or furniture. The retailer can choose to decorate the store in a way that reflects the retailer’s brand, identity, and positioning.
Third, store layout can influence how customers move throughout the store. The retailer can choose to locate specific products in different places within the retailer, which can influence where customers are most likely to stop or interact with the retailer’s products.
Fourth, signage within retail stores can influence retailer and consumer behavior. Signs within a retailer’s store should be professionally designed and strategically placed around the store. Signs should be visible to potential customers within the retailer.
Fifth, the aesthetics of retail stores can influence retailers’ and consumers’ behavior. Retailers invest significant amounts of time into creating the best retailers possible, which means spending time on store aesthetics to influence retailer and consumer behavior.
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The New Rules for Retail Merchandising
Retail merchandising rules influence how products are merchandised in stores. Retail merchandising rules can be defined as marketing strategies that increase retail sales through the design of store displays and assortments. Retail merchandising rules help retailers design marketing strategies that influence where customers are most likely to stop or interact with a retailer’s products.
The retailer should organize inventory into three categories:
1. Unattractive: The majority of a retailer’s products might fall into the unattractive category, which means that the retailer’s inventory is not presented attractively.
2. Attractive: A small percentage of products will fall under the attractive category, which means that these products are merchandised well.
3. Special: A small percentage of products will fall under the special category, which means that these products require special marketing efforts. The marketing efforts might be direct marketing to another store or consumer through social marketing.
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Tips for retail merchandisers
Feedback. Customer feedback is essential to retail merchandise, which means that retail merchandisers need to listen to consumer feedback.
Inventory. Retailers have the most control over the types of products sold in a retailer and how those products are merchandised on store shelves or inside of a store window display.
marketing campaigns. Retailers should use local marketing to get the word out about their retailers. Local marketing might be the most effective marketing campaign for a small retailer, which means that retailers should use local newspapers and other free leaflets to promote their retail store.
Merchandise assortment. A product’s attractiveness or special status can influence how it is merchandised in a retail store. Retail merchandisers need to evaluate products and product lines that might fall under the unattractive or attractive categories. Then, they should choose a strategy for merchandising those products within a retail store.
Strategy for visual merchandising. Retailers can use signage, aisle markers, and floor graphics to influence consumer behavior as they move through a retailer’s store. Retailers should use a signage program to communicate product information and other details about a retailer.
Shipping. The last step of retail merchandise is shipping, which means that retailers need to pack products for delivery from the retailer’s warehouse or shop floor so they arrive at their final destination as expected. POP displays might be used during the delivery process.
Retail merchandising is an important marketing strategy used by retailers to increase retail sales and brand awareness by designing store displays and assortments. Retail merchandising rules influence how products are merchandised in a retail store.
Retailers should consider using a signage program, product packaging, POP displays, local marketing campaigns, and other retail merchandising strategies to increase retail sales.