Cathy Carter-Culp of Barrington, IL is a marketing professional and sales consultant with a background in brand building. In the article below, Cathy Carter-Culp of Barrington, IL discusses the relationship between merchandising and sales and how they compliment each other for success.
Individuals who work in retail tend to encounter a few industry terms they should memorize. The most important two of all are sales and merchandising. While they may seem similar at first glance, there are distinct differences between them.
Both sales and merchandising are essential for retail, and understanding their relationship is an integral component of making it as a successful worker in the industry explains Cathy Carter-Culp of Barrington, IL.
The Definitions
Cathy Carter-Culp explains that merchandising is the process in which sales staff display products to consumers. The goal of the practice is to ensure an aesthetically pleasing display that ultimately attracts customers to splash their cash.
That said, merchandising also includes making sure correct pricing and product information is on display, allowing consumers to make informed decisions. Plus, it refers to the act of ensuring the best product range to further encourage customers to make purchases.
On the other hand, sales is the act of a consumer buying something.
Cathy Carter-Culp says that the entire process typically starts with a customer considering a product. Then, they ask questions to sales associates before selecting the item that will best suit their needs. Finally, they pay for the item at the checkout.
As soon as they pay for the product, the sale is finished.
The Skills and Responsibilities
Cathy Carter-Culp of Barrington, IL explains that while merchandising and sales are different processes, they’re directly related — stores use merchandising to tactically increase sales.
Generally speaking, the same retail employees perform both processes. However, they must use different skills and take care of distinct responsibilities when conducting each practice.
Merchandising involves the following attributes and skills:
- Consumer knowledge — Retail employees must understand what appeals to their target market. Merchandising must align with the demographic’s needs and wants to be effective.
- Visual awareness — Spatial and visual awareness are the primary skills required for crafting enticing merchandising displays. When done correctly, employees’ product placements will increase sales.
- Trend knowledge — Changing and adjusting merchandising displays keeps customers coming back for more. Thus, having an intimate understanding of trends is a must for retail store workers.
The sales process requires very different skills. Customers often require detailed input from store employees to make informed purchasing decisions. Therefore, any workers undertaking sales must have completed the relevant training.
Sales skills and attributes include:
- In-depth product knowledge — Retail assistants should understand the products’ basic information, such as features, price, and effectiveness. That way, customers can make better buying decisions, improving their chances of completing the sales cycle.
- Communication — It’s vital for retail employees who’re trying to make a sale. Building positive relationships with customers quickly is a surefire way to impart product knowledge effectively.
- Consumer awareness — The best salespeople understand when customers require help from staff and when they’d rather be left to their own devices.
Merchandising Is the Driving Force of Sales
Essentially, Cathy Carter-Culp of Barrington, IL explains that stores wouldn’t have sales without merchandising. Thus, it’s imperative for all employees to understand merchandising strategies that effectively move consumers through the sales funnel.
Experts suggest the following merchandising techniques that drive sales:
- Window displays — Stores boasting heavy outside foot traffic benefit greatly from attractive window displays. They entice visitors inside the store, increasing their likelihood of purchasing.
- Interact displays — Incorporating movement, scent, light, and sound is fantastic for attracting consumer attention. The most effective presentations include a maximum of two of these elements. That way, sensory overload doesn’t occur, and the displays remain subtle yet alluring.
- Samples — Everybody loves a free sample, making it an extremely effective merchandising strategy. Food stores and personal care shops benefit the most from this technique.
- Eye-level product placement — Eye-level products are the most-seen items when browsing. So, experts suggest making these shelves particularly appealing.
- Demos — Demonstrations or hands-on events in stores throughout peak hours help consumers see precisely how products will work in their homes. Not to mention, they have the ability to ask questions throughout, increasing the chances of them completing the sales funnel.
The Relationship
Cathy Carter-Culp of Barrington, IL explains that even though they are different processes, the sales practice does not exist without merchandising. Utilizing effective merchandising strategies allows store employees to glean more success from their selling efforts. Thus, shops should endeavor to employ expert-backed techniques to drive purchases and fulfill customers’ needs.
