By Nstor Daro Ahuad, general Manager of TMT Until not long ago time, was ” the boys who replaced mercadera”. The repositores, now happened in merchandisers, are more and more important for the companies that know that the majority of the purchase decisions is taken in front of the gondola. The companies are occurring counts the value that means to have to somebody described that he is the guardian of his mark in the point of sale. Merchandiser not only carries out the operative work to replace product in gondola, but it must have other tools turn that it into a fundamental piece for the rotation of the product. This qualitative jump allows that merchandiser he is able to become position of the replacement, exhibition, visibility in the mouths of expendio, negotiation with the ones in charge of the premises, handling of stock, communication in the point of sale and interaction with the consumer. This roll of strategic manager in the point of sale implies that also it has knowledge of the prices suggested by agreements with the government, or by positioning and if they fulfill or not with the policy of prices of the company.
As much the task was described as merchandiser, that years ago was begun to dictate courses in universities that proposed subjects like marketing, behavior of the consumer in the point of sale, leadership and work in equipment, computer science, negotiation and distribution and service to the client. The promotions that the mark realises, also are supervised in the point of sale by merchandisers, who guard so that they are fulfilled in time and form. Before called the repositores ones, have a strategic roll in the point of sale, where in some categories the consumer decides in a 80% in impulsive form what marks will go in the changuito. From the hierarchial structuring of merchandiser the budget assigned to trade marketing is transformed into a competitive advantage that is translated in an immediate benefit for the company. Nstor Daro Ahuad, general Manager of TMT, Trade Technologies Marketing, company specialized in trade marketing, consultancy commercial and marketing for empleos.clarin.