In a world increasingly driven by automation, artificial intelligence, and digital retail platforms, it is easy to assume that traditional roles like merchandising are becoming old fashioned.
However, merchandisers remain a vital link in the distribution chain, directly impacting sales, brand visibility, and customer loyalty especially in the hyper-competitive retail landscape of today.
What Does a Merchandiser Actually Do?
At a glance, the role of a merchandiser may seem simple ensuring products are available and properly displayed in stores. But in reality, their responsibilities are much more than what we see.
1. Stock Replenishment: Making sure shelves are always stocked with the right SKUs.
2. Promotional Support: Setting up displays, banners, and point-of-sale materials to support marketing campaigns.
3. Retailer Relationships: Acting as a brand ambassador by maintaining positive relationships with store owners and staff.
4. Planogram Execution: Implementing brand-specific shelf layouts and ensuring visual consistency across outlets.
5. Competitive Intelligence: Gathering insights on pricing, competitor placements and consumer behaviour across shelves.
Why Merchandisers Still Matter
Despite advancements in retail tech, here are five key reasons why merchandisers remain irreplaceable:
1. Human Judgment at the Shelf
No algorithm can truly replace the intuition of a trained merchandiser who knows when a display isn't drawing attention or when a product is being overshadowed by a competitor.
2. Real-Time Problem Solving
From broken promotional displays to out-of-stock issues, merchandisers solve problems on the spot, often before anyone at head office even knows there’s a problem.
3. Bridge Between Brand and Retail
Merchandisers are often the regular point of contact a retailer has with your brand. Their professionalism, communication skills, and consistency can sustain or break that relationship.
4. Data Collection for Smarter Decisions
Modern merchandisers aren’t just arranging products. They are capturing live data on shelf share, competitor pricing, and in-store promotions.
5. Supporting Rural and Fragmented Markets
In many emerging markets where automation or retailer tech adoption is low, merchandisers are essential for brand presence. They ensure visibility in places where digital systems can't reach.
As FMCG distributors, one of our core roles is to build brands at the shelf and that starts with empowering a merchandising team:
- Train them continuously on new products, planogram changes, and soft skills.
- Equip them with digital tools for reporting, checklists and photo capture.
- Recognize and reward high performers since they are driving value where it counts.
The future of merchandising isn’t about replacement; it’s about reinvention. With technology enabling faster insights and logistics, merchandisers are strategic players who blend field intelligence with brand execution.
Note that shelf presence drives performance in FMCG— and merchandisers are the key to making it happen. Their role is not fading; it is more critical than ever.