Last updated on Jul 24, 2024

How do you ensure effective communication between merchandising and marketing teams?

Ensuring effective communication between merchandising and marketing teams is pivotal for the success of any retail business. Merchandising involves the promotion and sale of products to consumers, while marketing focuses on the broader strategy of communicating the value of these products. Both teams must work in harmony to maximize sales and brand impact. Without clear communication, your merchandising efforts may not align with the marketing message, leading to a disjointed customer experience and potentially lost sales. Understanding how to bridge the gap between these two functions is essential for a cohesive strategy that drives results.

1 Align Goals

To foster effective communication between merchandising and marketing teams, it's essential to start with aligned goals. Both teams should have a clear understanding of the overarching business objectives and how their individual strategies contribute to these goals. Regular meetings to discuss targets, promotions, and product launches can help ensure that everyone is on the same page. When both teams have a shared vision, it becomes easier to collaborate on campaigns and initiatives that reinforce each other's efforts, leading to a more unified approach to selling products.

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Jorge Alfredo Castillo Villanueva

National Sales Manager | FMCG and OTC | Sales Strategy and Business Development | Strategic Planning and Market Expansion | Team Leadership | P&L Management | Key Account Management | Top Voice
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En mi experiencia en la industria de Consumo Masivo, uno de los retos mas importantes a los que me enfrenté, es alinear las prioridades de las marcas, en dicha organización existían en ese momento 14 gerentes de Marca, sin embargo, a nivel gestión Comercial, los KAMs negociaban con uno o más clientes todas esas marcas, lo cual, evidentemente tenía un reto mayor. Alinear los objetivos era una tarea mayor, para esto como equipo de Trade Mkt, me tocó liderar esa complejidad y ser un puente entre Mkt y Comercial. Se establecieron juntas para alinear los objetivos a nivel Marca/Cliente y de esta forma asegurar lograr los objetivos de las marcas across canales, clientes.

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Golam Mohiuddin '

Merchandising - Supply Chain - MBA - Sourcing – Process Maker – Cost Effectiveness - Leadership Skills- Team Management - Critical Thinker- Relationships Builder - Strategic Planner- Innovation
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To ensure effective communication between merchandising and marketing teams, we implement regular cross-departmental meetings, utilize collaborative project management tools, and establish clear channels for feedback and information sharing, fostering a unified approach to product promotion and sales strategies.

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2 Joint Planning

Joint planning sessions are a crucial step in synchronizing the efforts of merchandising and marketing teams. By sitting down together to map out upcoming campaigns, product focuses, and seasonal strategies, both teams can identify potential overlaps and gaps in their plans. This proactive approach allows for a seamless integration of merchandising displays and marketing messages, ensuring that customers receive a consistent brand experience whether they're in-store or engaging with your brand online.

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Jorge Alfredo Castillo Villanueva

National Sales Manager | FMCG and OTC | Sales Strategy and Business Development | Strategic Planning and Market Expansion | Team Leadership | P&L Management | Key Account Management | Top Voice
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Una vez definida lo que llamamos en ese entonces la Matriz de Prioridades, se tenía una claridad con la estrategia where to play how to win, por naturaleza de cada canal, cliente y zona geográfica, se logró una mejor planificación y por supuesto, una optimización de la inversión de la ejecución. Esto solo se logra, con una planificación conjunta entre los equipos de Mkt y Comercial de tal forma que al cliente le hagan sentido las propuestas.

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3 Open Dialogue

Maintaining an open dialogue is key to resolving issues and aligning strategies between merchandising and marketing teams. Encourage regular communication channels such as team emails, chat groups, or weekly catch-up meetings. This continuous flow of information helps both teams stay informed about ongoing activities and upcoming plans. It also creates an environment where team members feel comfortable sharing insights and feedback, which can lead to innovative strategies and improved execution of campaigns.

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Jorge Alfredo Castillo Villanueva

National Sales Manager | FMCG and OTC | Sales Strategy and Business Development | Strategic Planning and Market Expansion | Team Leadership | P&L Management | Key Account Management | Top Voice
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El primer paso por supuesto, es la apertura de las áreas para trabajar de manera colaborativa. Entendiendo que es complejo que en este caso, las 14 marcas sean prioridades para un cliente. Es muy complejo que esto pase. Colaborar para la elaboración de estas prioridades fue fundamental. Las juntas se realizaban de manera mensual, donde, se revisaban los logros del mes pasado, con el fin de evaluar que estrategias funcionaron, cuáles no y por qué y la planeación del siguiente mes. Este documento se bajaba a KAMS, Gerentes Regionales, Representantes y promotor.

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4 Shared Metrics

It's important for both merchandising and marketing teams to measure their success with shared metrics. This means defining key performance indicators (KPIs) that reflect the combined efforts of both teams. By analyzing data such as sales figures, customer traffic, and engagement rates together, both teams can gain a deeper understanding of what works and what doesn't. This collaborative analysis not only enhances strategic decision-making but also reinforces the importance of working together towards common objectives.

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5 Feedback Loop

Establishing a feedback loop between merchandising and marketing is essential for continuous improvement. Gather input from both teams on the effectiveness of communication and collaboration. This could be through post-campaign reviews or regular surveys. Feedback should be constructive, focusing on both successes and areas for improvement. By regularly evaluating the communication process, both teams can refine their approach, leading to more effective partnerships and better overall results.

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6 Technology Tools

Finally, leveraging technology tools can significantly improve communication between merchandising and marketing teams. Project management software, shared calendars, and digital asset management systems are just a few examples of tools that can help streamline collaboration. These platforms allow for real-time updates, centralized information sharing, and easier tracking of tasks and deadlines. By investing in the right technology, you can facilitate a more cohesive working relationship between these two critical teams.

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How do you ensure effective communication between merchandising and marketing teams?

1

2

3

4

5

6

1 Align Goals

2 Joint Planning

3 Open Dialogue

4 Shared Metrics

5 Feedback Loop

6 Technology Tools

Merchandising

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How do you ensure effective communication between merchandising and marketing teams?

1

2

3

4

5

6

1 Align Goals

2 Joint Planning

3 Open Dialogue

4 Shared Metrics

5 Feedback Loop

6 Technology Tools

Merchandising

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