Role of Merchandiser in an Export Business:

The role of merchandisers in later period underwent the above change mainly due to his association with the export business. In historical times, the merchandiser himself was travelling to different countries to sell his merchandise. In the later period, the merchandiser’s role became more specialized and he was assisting the businessman or the Firm. The Firms were selling goods to different countries as part of the export business. This activity is more of a business to business contact.

The new roles of merchandiser in an exporting organization are as follows:

The First Contact Person: 

He/she is the first contact person in an organization with whom the buyer (the buyer as a representative of the buying organization from another country) comes in contact after the top level contact has been established.He/she is also the first person in any manufacturing/ marketing organization with whom the merchandiser/buyer from the buying organization gets in touch for making preliminary enquiries.

Store house of Information: He/she is expected to be a store-house of all the information that will help him/her to provide quick and prompt details during the meetings with the buyers.

Customer’s Friend/Advisor:

 Merchandiser should also be able to suggest a suitable quality to the buyer based on his requirement. For example, if the buyer enquires that he is looking for a medium weight quality in Knitted T-Shirt Garment, say for a summer season. The merchandiser should be in a position to suggest to the buyer a

suitable quality say in single jersey or pique or any other suitable knit fabric in 200/250 GSM or something similar or suitable. Merchandiser should have good knowledge about his buyers’ requirements, particularly about the buyers who are the regular ones. This helps him to make new and varied offerings to his buyers during the buying season.

Boss’ Man-Friday: 

Merchandiser is the owner’s or boss’ confidante and a Man-Friday in many different ways. He/she is like an errand runner and must supply the boss with many varied kind of materials. For example, in case of garment export - right from fabric cuttings/samples, accessories, garment samples to costing information should be provided immediately. Many a times he must arrange for samples and make other arrangements at the last moment in an unexpected meeting with an unexpected buyer.

Production/ Order co-ordinator:

 The merchandiser must constantly remain in touch with the production unit to keep himself/herself updated with latest position on the production front. He/she must keep the production unit constantly updated with buyer’s requirements. In fact, right from the point of receipt of an order till its dispatch, the merchandiser must be aware of every move or action on this front.

New Product and Sample Developer: 

This is one of the most important roles to be played by a merchandiser. This activity forms the basis of securing new business and hence, assumes very important role. The merchandiser needs to understand his customers’ requirements during various seasons as well as know the forecast for the season. Besides, he is expected to keep in touch with local vendors /suppliers about the latest developments taking place in the local arena so as to use them in his new developments or offerings.

Vendor Developer:

 In order to perform this role effectively, it becomes pertinent for the merchandiser to have an array of vendors/suppliers for various items of raw materials and accessories as well as for processes. For example, in the garment export business – a merchandiser needs to be well aware of new developments taking place in yarns, fabrics, accessories and new processes. These will provide him/her new ideas on new developments as well as keep him/her updated on the new trends, etc.

Purchaser of Raw Materials and Accessories:

 Merchandiser must arrange for purchases of materials at the best prices and of best quality and that too at right time and of right quantity. His expertise in the above role as vendor developer comes handy in performing this role most effectively. To perform this role effectively, he must have a good knack of negotiation and in-depth understanding of quality parameters of materials to be bought.

Order and Customer Updater:

 This is again a part of co-ordination activity but identified separately as it is more relevant from customer service point of view. There is a need to keep the customer constantly updated about the order position.This necessitates that the merchandiser must keep himself updated on various stages of order completion and fulfillment of customer’s requirements on sampling and approvals.