Salesperson- Merchandising Christine Blum Fash 100 Spring 2013

What is the difference between a salesperson and a visual merchandiser? Although sales and merchandising are two different functions, they are closely related. Effective merchandising leads to sales, even without the aid of a salesperson, as it induces customers to make purchases. For example, a prominently displayed mannequin attractively adorned in the latest fashions can entice customers to try on and possibly purchase the clothing. The technique of cross- merchandising, where two compatible items are displayed together, can lead to additional purchases.

Sales Sales occur when the consumer actually selects the product and completes the purchasing transaction. In a retail environment, stores often employ salespeople to service customers and to facilitate the sales process. Retail salespeople help implement the store's merchandising program by performing tasks such as executing current sales promotions. In many stores, salespeople also perform merchandising functions like building displays and arranging products on shelves to conform to predetermined layouts called planograms.

Merchandiser Merchandising is the process of presenting products for sale in a retail environment in ways that influence shoppers' buying decisions. This includes determining the optimal shelf location for each product, building eye-catching displays that attract potential buyers, and using signage to provide pricing and other product information. Merchandising also involves the selection of the proper product mix to carry in the store. Special pricing and promotions are another part of the merchandising process.

Skills While workers in a retail environment may be required to perform sales and merchandising functions, there are some differences in the skills needed for each. The sales function requires strong verbal presentation skills to persuade customers to make a purchase, as well as customer service skills. Merchandising typically requires more creative skills, such as the ability to come up with ideas for interesting displays and to make merchandise appear as attractive as possible.

How do I become a Merchandiser? Some colleges, universities and independent commercial art schools offer majors in visual merchandising. Students interested in this field may choose a 2-year program leading to a degree, such as Associate of Science in Visual Merchandising or a 4- year program leading to a Bachelor of Business Administration in Visual Merchandising.

Education Associate's degree programs tend to provide a hands-on approach rather than an academically-focused degree plan. Students may learn to create and light a window display, dress a mannequin, apply fundamentals of color and graphic design to retailing problems, conduct market research and analyze the cost of creating a display. Typical courses in a 4-year visual merchandising program may include color theory, design fundamentals, drawing, display graphics, marketing, branding, contemporary fashion and clothing history. Business-oriented courses may include buying, statistics, economics, accounting and strategic planning. In addition, courses may cover the history of American retailing, various types of stores and the kinds of displays that are appropriate for each type.

Responsibilities of the Merchandiser The purpose of visual merchandising is to: Make it easier for the customer to locate the desired category and merchandise. Make it easier for the customer to self-select. Make it possible for the shopper to co-ordinate and accessorize. Recommend, highlight and demonstrate particular products at strategic locations. Educate the customer about the product in an effective & creative way. Make proper arrangements in such a way to increase the sale of unsought goods.

Salary Average annual salary for a visual merchandiser is about $ It is possible to work your way up to Top Merchandising Executive for $295,311. Top Merchandising Executive: Plans and directs all aspects of an organization's buying and merchandising activities. Sets merchandising strategies to meet customer demand. Directs merchandise allocation and monitors the company's merchandising system. Requires a bachelor's degree with at least 15 years of experience in the field. Demonstrates expertise in a variety of the field's concepts, practices, and procedures. Relies on extensive experience and judgment to plan and accomplish goals. Performs a variety of tasks. Leads and directs the work of others. A wide degree of creativity and latitude is expected. Typically reports to top management.

Locations One will find a Visual Merchandiser in every major department store, big box store, and retail store.