Retail Marketing Training
Retail marketers, or merchandise managers, manage and stock displays, posters, cardboard cutouts and signs for in-store sales of products. Their retail marketing training should encompass the merchandising and marketing techniques they need to develop displays that attract attention and induce customers to purchase a product. While formal education programs are available, employers may also offer on-the-job training specific to the requirements of their products.
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Coursework
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Besides basic marketing procedures and principles, a retail marketer's education should focus on inventory control, merchandising, pricing strategies and sales forecasting. Merchandising training covers the design and visual techniques necessary for developing effective packaging and displays. Retail marketers need to know market research techniques to analyze demographic data and make sure the products meet customers' needs and desires.
Formal Education
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Colleges and universities offer retail marketing degree programs. Some programs focus on particular retail segments, such as fashion merchandising. According to the U.S. Bureau of Labor Statistics, many employers prefer merchandise marketing managers with an associate's or a bachelor's degree in marketing or merchandising. Common majors include retail management, retail merchandising, retail marketing, retail sales, and fashion and apparel merchandising.
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Industry Organizations
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The Retail Advertising and Marketing Association, the National Association for Retail Marketing Services, and Point of Purchase Advertising International offer certificate programs and continuing education resources in retail marketing. Certification requirements vary, but generally include a certain number of years in the industry, along with successful completion of a training course and exam. Industry organization websites also provide webinars, podcasts and educational guidance.
Employer Training
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Entry-level merchandising positions, which generally involve setting up and stocking displays, may only require on-the-job training. Employers often train new retail marketers under the watchful eye of more experienced merchandise managers. This type of training includes in-store meetings with retail store managers to discuss the business's marketing strategies and requirements.
Considerations
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Top positions in merchandise management may require a college degree in retail marketing. However, the BLS states that some employers may consider a combination of industry experience and related business knowledge in finance or sales for retail marketing positions. Continuing education and certification through industry organizations can also increase career opportunities.
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References
Resources
- Photo Credit colorful display image by Scott McCarty from Fotolia.com
