Personal and Collective Effectiveness of Merchandisers in the Digital Economy

Abstract

This study examines issues of evaluating the quality of a merchandiser’s work in the physical and digital retail space. This presentation of the research results is determined by the transformation of the retail economic environment. The evaluation criteria and indicators are compared taking into account differences in shopping conditions. Individual effectiveness of a merchandiser is related to the organization of sales and promotion of a specific brand, SKU, or product category. Collective efficacy of merchandisers is considered in the whole store, assuming the measurement of sales and profit, as well as changing consumers’ perception of the atmosphere of retail space and evaluation component of merchandising services. Formula of indicators’ calculation for individual and collective performance of merchandisers are proposed.