Why Brands Need Dedicated Visual Merchandisers in Retail

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Why Brands Need Dedicated Visual Merchandisers in Retail
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Visual merchandising goes beyond product display; it's an art that captivates customers and reinforces brand identity. Critical to retail strategy, it influences customer experience and perception. Traditionally, Distributor Field Executives have been tasked with executing Visual Merchandising activities. However, as the retail landscape evolves, questioning their suitability for this role becomes essential.

Difference between the role of a Distributor and a Visual merchandiser:

While distributors and visual merchandisers play crucial roles within the retail industry, their responsibilities and focuses differ significantly. Let's explore the key distinctions between these two roles:

Distributors Field Executive:

Role Focus:

1. Supply Chain Management: Distributors are primarily responsible for managing the logistics and supply chain aspects of the merchandise. They ensure that products are efficiently distributed from manufacturers to retail locations.


1. Inventory Management: Distributors oversee inventory levels, ensuring that products are adequately stocked at various retail outlets. This involves tracking stock levels, managing restocks, and preventing stock-outs.

2. Logistics and Transportation: They coordinate transportation and delivery logistics to ensure that products reach the intended retail locations on time and in optimal condition.

3. Order Fulfillment: Distributors process and fulfil orders from retailers, maintaining a smooth flow of merchandise to meet demand.


1. Manufacturer Relations: Distributors work closely with manufacturers to coordinate the timely delivery of products. They serve as a crucial link in the supply chain between manufacturers and retailers.

Visual Merchandiser:

Role Focus:

1. In-Store Presentation: Role of a Visual Merchandiser focus on the aesthetic presentation of products within the retail space. Their goal is to create visually appealing displays that attract customers and enhance the overall shopping experience.


1. Display Design: Visual Merchandisers design and create eye-catching displays that showcase products engagingly and appealingly. This involves considering factors such as colour schemes, lighting, and overall aesthetics.

2. Planogram Implementation: They implement planograms, which are visual representations of how products should be displayed to maximize sales. This includes arranging merchandise on shelves and in-store fixtures.

3. Seasonal and Promotional Displays: Visual Merchandisers adapt displays based on seasons, promotions, and marketing campaigns to drive customer interest and sales.


1. Collaboration with Marketing: Visual Merchandisers often collaborate with marketing teams to align in-store displays with overall branding and promotional strategies.

2. Store Management Collaboration: They work closely with store managers and staff to ensure that the visual elements align with the overall store layout and customer flow.

Reasons Why a Distributor Field Executives Might Not Be the Best Choice:

1. Specialized Skills and Training

Visual merchandising in retail demands specialised skills beyond basic tasks. Trained merchandisers understand customer psychology, creating immersive experiences that influence purchasing decisions.

2. Capturing Important Market Data

Visual merchandising serves as a valuable tool for collecting market data, aiding brands in making informed decisions about their product strategies.

3. Multiple Responsibilities

Distributor field executives have diverse responsibilities, and visual merchandising may suffer as a result.

4. Focus on Achieving Targets

Meeting sales targets often takes precedence for distributor field executives, potentially compromising meticulous attention to visual merchandising.

5. Other Responsibilities

Distributor field executives' responsibilities extend beyond visual merchandising, impacting the quality of execution.

6. Lack of Passion and Interest

Passion fuels effective visual merchandising. Distributor field executives may lack the enthusiasm and interest needed for impactful displays.

7. Investing in Trained Visual Merchandisers

Brands striving for visual merchandising success should invest in dedicated professionals for focused and impactful execution.

The traditional role of a Visual Merchandising agency in POSM deployment has undergone a remarkable transformation, becoming a dynamic force in collecting market intelligence. Brands seeking to maximise the impact of their POSM deployment programs should recognize the untapped potential of field-based VM teams. The future of retail execution lies not just in visibility but in harnessing actionable data for strategic decision-making. For further insights into this transformative approach, feel free to reach out. The journey from posters to comprehensive market intelligence is an exciting one, and we're here to guide you through it.