Retail merchandisers are responsible for ensuring that the right goods appear in shops and stores at the correct price.
Liaising with retail buyers, who select the product ranges, merchandisers decide on the exact quantity of goods to order and specific stock levels for each store. Picking the lines that are most likely to sell requires a clear understanding of individual retailers’ customer profiles and buying patterns.
Maximising profits is a key aspect of the job. Merchandisers set selling prices, and plan promotions and price reductions. This includes working closely with marketing personnel to promote special offers and sales.
Typical activities of a retail merchandiser include:
- planning, with the buying team, the range of goods to be sold
- analysing sales figures, trends and regional variations
- forecasting future sales and profit margins, using computer modelling software
- planning budgets and presenting sales forecasts to managers
- negotiating prices and orders with suppliers, and agreeing delivery terms
- tracking the delivery of stock, ensuring goods arrive on time and meet quality standards
- monitoring product sales activities and adjusting stock levels
- setting prices and sales targets for individual retailers
- planning promotions and reducing slower selling lines
- communicating special offers and marketing initiatives to retailers
- helping visual merchandisers to plan store layouts to promote key lines
- visiting suppliers and stores to see how products are selling.
Many merchandisers specialise in one product type, eg fashion, home items perishables or dry foods. Large retail chains may employ merchandisers or product managers to focus on one or two key ranges. Smaller retailers may combine buying and merchandising roles in a general retail management position.
Hours and environment
Retail merchandisers typically work Monday to Friday, 9am to 5.30pm. Occasional evening and weekend work may be required to cover busy periods, such as the lead-up to a big sales promotion or new store opening. Part-time hours may be available, although this is more likely for people already working in the role.
The work is mainly office based, but it can also involve some travel to visit stores and suppliers, and to attend trade shows. Some trips may involve overnight stays away from home. There may also be some overseas travel, accompanying buyers to places such as South East Asia, the Far East and Latin America. This is more likely in fashion retail.
Salary and other benefits
These figures are only a guide, as actual rates of pay may vary, depending on the employer and where people live.
- Starting salaries for junior merchandisers are usually between €20,000 and €25,000 a year.
- Experienced merchandisers may earn anything from €30,000 to €40,000 a year.
Benefits such as contributory pension, medical care, life assurance, retail discount and share saving schemes are common. Merchandisers may receive a company car or transport allowance.
Skills and personal qualities
Retail merchandisers need:
- excellent commercial awareness
- an understanding of what motivates customers to buy products
- good analytical and numerical skills
- the ability to take decisions and remain calm when under pressure
- confidence when leading negotiations
- interpersonal and communication skills
- the ability to plan and prioritise
- a creative mindset.
Interests
It is important for retail merchandisers to be interested in:
- retail and their chosen product sector
- what motivates customers to buy products
- finding out about future trends.
Getting in
Around 1,000 people are employed as retail merchandisers in Ireland, with more jobs than applicants.
Employers include:
- fashion retailers
- department stores
- multiple chain stores
- supermarkets
- wholesale suppliers
- manufacturers
- mail order companies
- internet retailers and television shopping providers.
Many merchandising jobs are based in head offices, the majority of which are in Dublin.
Entry routes
Many employers would look for a minimum qualification of a Certificate in Fashion Buying & merchandising others may require a minimum of a degree qualification or a relevant degree such as a BA in Visual Merchandising & Display.
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