What is a Visual Merchandising Manager?

The visual display has an important role in the success of any retail store or business. Customers will mostly buy the items at the store if the display is clear. Three-dimensional displays, as well as floor plans, need a professional touch to bring them to the 21st Century by making the retail store as attractive as possible. Consequently, this requires hiring a team of visual merchandisers who should ideally work under the supervision of visual merchandising consultants.

Roles and Duties

For the most part, visual merchandising managers have worked in large department stores. This does not mean that the managers cannot work in retail stores or startups. The manager plays a key role in determining the success of a business by improving sales. The manager plays two crucial roles wherever he is employed, and these include:

  • Strategic planning of the merchandise displays
  • Creation of attractive merchandise displays

Attracting Customers

While focusing on his work that revolves around the merchandise displays, it is worth noting that the merchandising manager is required to not only attract customers but also succeed in promoting product sales as earlier stated. Often, the manager has to be ready to work long hours and continue setting up displays around the shop even when the store is closed for the day/night. The managers do not work alone but do so in collaboration with executive store management.

Analyze Performance

A proper and detailed analysis of the store floor plans is a role that the manager plays with distinction. The analysis, which involves an in-depth examination of customer flow patterns, should also provide the manager with ideas regarding the best locations for setting up strategic merchandise displays. The managers are responsible for setting design standards. Similarly, the manager is responsible for strategic creation and production of the following in a store:

  • Themes
  • Layouts
  • Colors
  • Signage
  • Props

Studying Sales Data

The visual merchandising manager has to study the sales data for all the products being promoted in the store. Where the projected goals are not being met, as they should, the manager should formulate the necessary changes where the display of merchandise in the store is concerned. Visual managers must be skilled and creative. The manager should be skilled in CAD or Computer Assisted Design. Other skills he needs to possess include the following:

  1. Office software programs
  2. Strategic planning
  3. Organizational
  4. Project management
  5. Presentation
  6. Verbal communication
  7. People management

Average Annual Salaries and Education

Visual merchandising managers earn an annual salary of between $33,000 and $68,000. On the other hand, the pay varies depending on several factors such as the manager’s education as well as the level of experience. The length of the manager’s service with the company also determines his average annual salary. The size of the company that the manager works for in addition to the location of the store also determines his average annual salary.

According to the Bureau of Labor Statistics in the US, the job growth for this category of works will remain stagnant or experience minor changes up to 2018. If the visual merchandising manager possesses a bachelor’s degree in business administration in addition to his qualifications in sales, marketing, and consumer behavior, his chances of landing a prime job will have increased substantially.

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