Though Coca-Cola, at the ripe age of almost 130 years, is recognized as the world's most valuable brand, the job of the merchandiser is to help push some of its other 3500 products, which may not be on the lips of every consumer in the world. The merchandiser helps the retailer and the company by putting the beverages in the store in such a way as to entice the customer to grab a case before he leaves.
The primary duty of a merchandiser is to transport inventory from warehouses to retail locations for sales to the customer. This is completed through frequent visits to retail outlets, and requires the ability to lift, push and pull heavy loads on a repeated basis. It also requires the ability to bend over, reach above head and kneel frequently.
Keeping Store Presence
Another primary duty of a Coca-Cola merchandiser is to build and maintain product displays in retail stores. This includes not only keeping product levels appropriate but also maintaining advertising standards in certain locations throughout the store.
Keeping the Right Product Assortment
Merchandisers are expected to provide different product selections to a variety of stores. Coca-Cola uses software to understand consumer demand by geographic area, which dictates the product assortment a merchandiser brings to the stores. The product assortment is also aimed at decreasing out-of-stock situations, so merchandisers may be required to provide feedback on product usage and stock situations to ensure inventory stays at the appropriate levels.
Arranging Product Floor Plans
Coca-Cola uses planograms to show where products should be placed on a shelf or display within a store. Planograms are intended to maximize product on the shelves in a way that's appealing to customers while also maximizing space usage. They are also designed to increase shopability for time-strapped consumers. Merchandisers follow the planograms and arrange product floor plans within retail locations.