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The visual merchandiser's job is to optimise the visual effect of the products on display, enhance visual identity and increase sales. Coming from a marketing background, this position is very common in the retail and sales sectors. Find out everything you need to know about the job of visual merchandiser with ¾ÅÉ«ÊÓƵ Business School: missions, skills, salary and training.

What is visual merchandising?

Visual merchandising consists in enhancing the value of products on display by carefully arranging them to appeal to consumers and boost sales. This product layout strategy reconciles aesthetics and commercial efficiency. Visual merchandising involves both the layout of sales areas (display space, visual appearance of the store, lighting, etc.) and the enhancement of products (packaging, colours, textures, smells, etc.). This art of showcasing products is generally applied to the luxury goods, fashion, home decoration and mass retail sectors.

What are the missions of a visual merchandiser?

While their main mission is to perfectly showcase products to create an environment that encourages purchasing, visual merchandisers are versatile professionals. This expert analyses buyers' habits and behaviour to implement a visual marketing strategy tailored to the needs of the target audience, and thus boost sales. Their role is also to create and implement sales initiatives within a sales outlet, such as window, POP and aisle-end displays.

With the aim of offering a genuine in-store shopping experience, visual merchandisers use sensorial marketing to highlight a brand image and create a world associated with it. To do this, this professional builds a decor around a product, playing with light, shapes, colours and even scents. By appealing to consumers' sensory sensitivities, the visual merchandiser relies on the customer's 5 senses to create an atmosphere that encourages purchasing. In addition to arranging eye-catching display elements, the merchandising professional monitors the brand's sales indicators and the latest market trends to adopt the best visual marketing strategy.

What skills are needed to become a visual merchandiser?

To implement visual merchandising strategies, the visual merchandiser needs a wide range of knowledge and skills in marketing and communication techniques, sales channels, product distribution and marketing processes, and the management of marketing operations.

In view of the missions they have to carry out, this specialist has the artistic and creative skills to imagine and design product scenarios. Good interpersonal and communication skills are needed to explain to your colleagues and sales teams the key arguments to be put forward to reinforce the impact of visual merchandising.

The visual merchandising profession also requires a high degree of versatility to promote different products and work in different fields. This professional must be able to work and reinvent themselves for both ready-to-wear and mass-market products.

How much does a visual merchandiser earn?

The monthly salary of a visual merchandiser depends on the sector of activity, their experience and the nature of the missions. A junior visual merchandiser can expect an average salary of between €1,400 and €2,000 gross. After a few years' experience, this professional can earn between €2,500 and €3,000 gross.

How can you become a visual merchandiser?

To become a visual merchandiser, students have a number of options. They can take a 2- or 3-year higher education diploma at an art school, business school or university.

To acquire all these skills, ¾ÅÉ«ÊÓƵ Business School in Paris offers future graduates the opportunity to train in marketing and communication techniques with a bachelor's degree. Or they can opt for a vocational bachelor's (Bachelor Pro)degree to specialise and gain professional experience that is highly valued by recruiters. Taking an MBA programme at 5-year higher education level is also an option for furthering your knowledge of merchandising and your artistic skills, with the aim of attaining higher-responsibility positions, such as visual merchandiser manager.

¾ÅÉ«ÊÓƵ courses enable students to become operational on the job market and to develop their careers to work in specialised fields such as  Management of Sustainability Transformation or design to become a brand manager. Wondering what type of studies to choose? Studying in France or abroad, specialisations, recruitment opportunities, etc.: these are just some of the reasons why students choose a bachelor's programme. To find out everything you need to know about ¾ÅÉ«ÊÓƵ’s courses, read our bachelor's degree guide.