Online merchandising is all the rage right now. But what does an Online Merchandiser actually do? How does their day-to-day look like? We’ve put together an overview to answer these questions and more.
There are a number of ways to ensure the best possible visibility of your products around the world. In the physical space, mystery shopping, frequent merchandising and regular audits are as important as ever. However, a different approach is required in light of the new reality of online retail. The responsibility for this lies with the Online Merchandiser.
Online sales taking a bigger piece of the pie every year
Today about 14% of sales transactions happen online, as a global average. In certain industries, product categories and markets the share is much higher; upwards of 50%.
Making the most of every moment with potential consumers
The secret to optimising sales revenues from resellers comes down to making the most of every moment with potential consumers – ensuring your products and your brand are seen as you intend, no matter where the encounter takes place.
The Online Merchandiser (also referred to as Online Channel Merchandiser) does this by taking charge of all the factors that make or break sales online: availability, share of shelf, visibility, sales support and more. In fact, the factors aren’t very different online from in-store.
The Online Merchandiser is the online coordinator in the team ensuring top quality online performance for a brand. The most important task for them is to establish and nurture relationships with e-tailers’ and retailers’. The Online Merchandiser personally ensures that compliancy and commercial discrepancies are eliminated through tight contact with online resellers. They also ensure omni-channel compliance by analysing data captured often by In-store Merchandisers (working on the field) with data and while a traditional merchandiser often works with field reporting tools, the Online Merchandiser using their online pendant such as Detail Online.
Job tasks of an Online Merchandiser
- Data tool superuser for sales and marketing department
- Daily follow up on targeted KPIs vs outcome
- Daily follow up online insights vs. in-store insights
- Prepare and define actions based on insights
- Present key findings to stakeholders in the company
- Work on search words, consumer ratings, bundles
- Analyse competitor information, pricing and campaigns
- Establish relations to e-tailers & retailers
The life of an Online Merchandiser can be made a lot easier with powerful partners such as Detail Online, that monitor product visibility online based on algorithms. They can provide an Online Merchandiser with insightful data to help them optimise for sales.