Page 233 - DMGT552_VISUAL_MERCHANDISING

Visual Merchandising

Notes
Figure 12.1: Store/Display Planner

A merchandise planner makes the merchandise strategy for a store, determining what to buy,
when, and how to display it. This job position requires good communication and business skills
and has room for advancement, especially at companies with chains of stores. It is usually
necessary to have a bachelor’s degree in merchandising or a related field, although some
employers accept associate’s degrees. Typically three to five years of retail experience is also a
job requirement, to make sure the applicant is familiar with the retail environment.

The merchandise planner must keep up with emerging trends, and needs to know the market
well. In addition to following fashion and making sure she knows what kinds of products will
be in demand, the planner also needs to think about the demographics of a store or chain of
stores. Needs can vary by region, as well; clothes shipped to a New York City branch of a store,
for example, may be different than those shipped to a Midwestern city like Minneapolis, because
the fashions will be different.

Merchandise planners decide how much to order and when to schedule deliveries, to make sure
items arrive on time. They can also organise store displays and plan out the arrangement of
aisles and items in the store. The goal is to appeal to customers with the store’s organisation, by
doing things like positioning related items near each other to encourage people to buy them.

The merchandise planner must keep up with sales performance at individual stores to identify
strong and weak points and make adjustments to the merchandise at that store accordingly.
Different branches may sell different mixes of items, and it is important to be able to move
merchandise to meet the need. One store may constantly sell out of sunglasses, for example,
while another has relatively low demand. Sending the exact same merchandise to each store
would not be practical.
Merchandise planners work with merchandise buyers to find out what is available and make
decisions about orders. They work with trend spotters and designers to identify newly emerging
trends and move on them quickly. This makes customers, feel like the store is in tune with the
trends, leading to increased loyalty, and will also help the store get a jump on the market. The
merchandise planner might, for example, get an advance contract on scarves, aware that everyone
will want them in six months, driving up the price and potentially outstripping production
abilities. Their store may be able to offer scarves when others can’t get them, and can provide
them at a lower price because of their original agreement with the manufacturer.

228 LOVELY PROFESSIONAL UNIVERSITY