Page 85 - DMGT554_RETAIL_BUYING

Retail Buying

Notes
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Caution All the efforts of retailers are directed at the customers. So they should take every
care to ensure that the customer gets the right impression and image of the stores.

Retailers adopt marketing strategies like shotgun merchandising and rifle merchandising in
order to cope with the dynamics of the market. A retailer adopting shotgun merchandising
caters to a variety of market segments by expanding its product lines either by including a
product item or product lines. A retailer adopting rifle merchandising caters to a specific market
segment with a specific product mix, either by following a market positioning strategy or a
multiplex distribution strategy.
Retail sales and marketing Specialist would suit candidates who are enthusiastic and passionate
about new technology, preferably with territory field, retail and training experience.
Following are essential desired for sales and marketing specialist.

Essential Skills and Knowledge

 Field sales experience

 Training experience
 Confidence to challenge and liaise with senior retail managers
 Ability to drive sales performance
 Ability to drive store compliance

 Strong written and verbal communication skills
 Responsible for motivating staff to drive sales and create brand awareness
 Background experience/knowledge of current and upcoming consumer electronic products,
particularly electronic tablets, mobile and digital imaging
Main Duties and Areas of Responsibility

 Build meaningful relationships with key retailers
 Supporting a high number of stores within the territory
 Compliance/merchandising – negotiate prominent spaces in store
 Drive sales performance through sales/demo days in store

 Support in store promoters
 Maintain an expert understanding of mobile, tablets and digital imaging
 Maintain brand, visual and operational standards
 Adhere to company and client policies, procedures and compliance

 Design, assist, develop and implement special projects
Requirements

 Personable, engaging and energetic
 Strong communication skills

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