An attractive and aesthetically pleasing display of merchandise in a store plays a crucial role in the sales process. Properly presented merchandise can boost sales and, consequently, increase profits for both the retailer and the brand. The crucial importance of visual presentation necessitates the employment of specialists dedicated exclusively to this task. We explain what a visual merchandiser is, what they are responsible for, and what tools they use. In other words, everything about visual merchandising.
Merchandiser – who is that? What kind of job is that?
Anyone who has ever searched for a job and browsed job postings has surely come across job offers for a visual merchandiser . However, the term often doesn't mean much, and we often don't fully understand what a visual merchandiser does. It's worth knowing, because this might be the job for you.
A visual merchandiser is responsible for arranging merchandise according to precise guidelines developed based on data such as margins, product weight, and appealing to the customer's senses and natural shopping behavior. A visual merchandiser must possess knowledge of key sales and POS techniques and then apply this knowledge to guide customers through the entire sales process, thereby maximizing sales.
What is visual merchandising
Often, a visual merchandiser's impact on customers begins even before they enter the store. This is achieved through the use of a store window and its appropriate display . Properly arranging this display area is intended to entice even the most undecided customers to enter the store. To a large extent, a visual merchandiser also serves as a decorator, responsible for the overall store design. The scope of this role may vary depending on the industry in which the retailer operates and the products it offers.
Visual merchandising - principles that increase sales?
Visual merchandising marketing activities are designed to activate shoppers by influencing their subconscious. This is achieved through attractive presentation and the arrangement of goods on store shelves. However, merchandising is not limited to increasing sales . An equally important task in these activities is strengthening brand recognition and continuously improving and refining its image. Combining all these functions allows a company to increase its competitiveness in the market.
What are the tools of visual merchandising?
Visual merchandising engages the customer's senses through lighting, color, décor, music, shelf placement, and even the aroma of the store. One of the most important principles of display design in accordance with merchandising principles is placing the most important products at eye level, those that generate the most profits for the store. The overall atmosphere of the store is also significant. It is usually carefully considered to set the right mood for the customer and evoke specific, positive emotions. This atmosphere and the ambiance of the retail space are created by music (e.g., relaxing, atmospheric) and scents (e.g., the aroma of fresh bread). Furthermore, changes in product display and product rotation within the store help drive sales . This explains the frequent store remodeling and reorganization.
How to become a visual merchandiser?
For many people, especially those who are meticulous, meticulous, and have a keen eye for aesthetics, working as a visual merchandiser may seem like the ideal position. How can you become a visual merchandiser ? Job postings for this type of position are regularly found on job boards. Importantly, no specialized studies are required. Instead, experience in the retail and service sectors is much more important. While some private institutions offer postgraduate studies in retail design , it's possible to land a job as a visual merchandiser without it . Openness and the ability to network are also highly valued in this role. As with any job in the modern world, the ability to work under pressure is also crucial. A category B driving license, however, opens the door to a mobile visual merchandiser position.
Responsibilities of a visual merchandiser
According to current employment regulations, each employee should receive a document outlining their scope of duties along with their contract before starting work. However, if you'd like to know what a visual merchandiser's responsibilities are before starting work , we'll provide some guidance. One of the most important duties, always listed first, is maintaining the overall appearance of the store's displays . This includes restocking shelves and attractively arranging products facing the customer. Typically, the merchandiser is also responsible for liaising with managers, store employees, and sales representatives of various brands. Continuous reporting on work progress and any gaps in the displays is essential . Depending on the company, the merchandiser may also suggest orders. A visual merchandiser, also known as a decorator, is also responsible for the final appearance of the store window.
