By Karen Hammond, Head of People

Merchandisers are the backbone of the fast-moving consumer goods (FMCG) industry, ensuring that every product shines on the shelf. With so much on their plates, empowering merchandisers with the right skills can help them—and your brand—thrive.

In this article, I take a closer look at the benefits of training your merchandising team and which skills are key to helping them power forward with heart.

The Changing Role of Merchandisers

Merchandisers are no longer just operational support, they are the driving force that can help shape brand perception and ensure your products catch the customer’s eye.

A well-trained merchandiser can be a game-changer when it comes to product positioning, communicating selling points, and ensuring promotional items are displayed correctly. These are all factors that have a direct impact on a person’s purchasing decisions.

How Upskilling Your Merchandisers Builds Brands That Thrive

Investing in the development of your merchandising team can turn your business into a contending challenger in the industry. Here’s how upskilling them can help power brands forward:

Increased sales performance

With the right training and product knowledge, analytics skills, and engagement techniques, upskilled merchandisers can help boost brands’ in-store performance.

For example, upskilled merchandisers may have a better understanding of how to implement planograms effectively. This will help ensure products are placed in high-visibility areas to drive purchases.

Better relationships with retailers

Merchandisers act as the crucial link between brands and retailers, making strong relationships the key to success. Well-trained merchandisers can:

• Confidently collaborate with store managers about shelf space and compliance.
• Identify potential stock issues before they lead to shortages and customer complaints.
• Work together on mutually beneficial solutions.

In the long run, this means fewer headaches and stronger sales performance for retailers.

Lower turnover rates

Up to 67% of employees say that they would switch to a new employer if they had more opportunities to learn new skills. By focusing on continuous learning and growth, you can build a team that sticks around and thrives. Here’s how:

• Greater job satisfaction:Merchandisers who feel valued and see growth opportunities are more likely to stay with a company.
• Improved employee loyalty:Investing in skills development creates a culture of learning and belonging, which can help improve employee loyalty.
• Improved productivity: Skilled employees may work more efficiently, reducing mistakes and the need for constant supervision.

Better stock management

Managing stock levels incorrectly can lead to waste, lost revenue, and frustrated brands or retailers. This is where upskilled merchandisers can play an important role in improving inventory control and reducing stock losses.

With the right training, upskilled merchandisers can stay ahead of sales trends and demand cycles. They can then ensure that stock levels are adjusted proactively before they cause customer dissatisfaction.

Knowledge of stock rotation also helps merchandisers ensure that older stock moves first, helping to prevent unnecessary waste and losses.

3 Key Skills to Develop for High-Impact Merchandising

Now that you know the benefits of upskilling your merchandisers, let’s take a look at the key skills you should focus on to help them make a meaningful impact.

1. Product knowledge

Having a thorough understanding of the products they’re working with is key for setting merchandisers up for success. A well-trained merchandiser knows the features and benefits of the product, helping them create more effective displays to drive sales.

Merchandisers with strong product knowledge can also help maintain consistency across retail locations, helping to reinforce trust in your brand.

2. Customer engagement

Merchandisers often have to interact directly with customers, which means building these skills is essential. Teaching them how to confidently answer questions or highlight product benefits can help create a more engaging and positive customer experience.

When merchandisers feel confident about potential customer interactions, it can also help reduce the mental strain and stress they may feel about anticipation of these situations.

3. Digital and technological knowledge

Merchandisers need to stay ahead by learning about the digital tools and technologies emerging in the FMCG industry. For example, training merchandisers to read real-time data and report on stock levels can help reduce shortages that contribute to customer dissatisfaction.

Not only can this improve overall customer experience, but it also helps merchandisers keep up with developments in the industry.

Let Your Employees Power Forward with Heart

Upskilling your merchandisers isn’t just about boosting skills, it’s about building a business that thrives. Not only does it teach your employees valuable skills, but it also creates a workplace where they feel empowered to drive success.

Want to see how we empower merchandising teams? Reach out to us today!