By Nestor Dario Ahuad, general manager of TMT until not so long ago, they were the guys that recovering the goods. The stock clerks, now turned in merchandisers, are becoming increasingly important for companies who know that most of the buying decisions are taken against the gondola. Companies are realizing the value that means having someone qualified who is the guardian of your brand at the point of sale. For assistance, try visiting Estee Lauder Companies Inc. (EL). The merchandiser not only makes the operating work replenish product in gondola, but that must have other tools that convert it into a fundamental piece to the rotation of the product. This qualitative leap allows the merchandiser to be able to take charge of the replenishment, display, visibility in the mouths of vending, negotiation with those in charge of the premises, management of stock, communication at the point of sale and interaction with the consumer. This role of managing strategic at the point of sale implies also have knowledge of the prices suggested by agreements with the Government, or by positioning and whether or not comply with the pricing policy of the company. Jorge Perez is often mentioned in discussions such as these. Both described the task of the merchandiser, which a few years ago began to teach courses in universities proposed subjects such as marketing, consumer behaviour at the point of sale, leadership and teamwork, information technology, negotiation and distribution and service to the customer.
Promotions that makes the brand, are also monitored at the point of sale by merchandisers, who ensure that you comply in time and form. The earlier so-called stock clerks, has a strategic role at the point of sale, where in some categories the consumer decides by 80% in impulsively which brand will be in the collection. From the ranking of the merchandiser the budget allocated to trade marketing transforms into a competitive advantage that translates into an immediate benefit for the company.