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6: Marketing Is Not Merchandising and You Need Both

3/6/2019

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Retail Visual Display of Linen Home Products | Retail Shift Episode 6: Marketing Is Not Merchandising and You Need Both | Hosted by Chris Guillot of Merchant Method | Subscribe at merchant.tips/podcast
When I started consulting over six years ago, one of the most popular types of business questions I’d get asked was about marketing. It’s remains one of the top five questions I’m asked about every year.

Marketing, as a critical business function, is just as broad a practice as it is deep — meaning, there are many important moving parts. Luckily, for the both of us, there are also plenty of valuable resources for small and medium sized businesses.

Yet despite the tips, tricks, and tactics available at our fingertips, Merchants continue to struggle with marketing their businesses for one main reason — marketing is NOT merchandising.

​When you take a simple view of retail merchandising, it falls under the broader function of marketing because merchandising your products promotes desirability. When you look at modern marketing as well as modern retail within the context of your cash flow needs, you’ll quickly learn that these serve different roles in your business and that you need both.


As you listen to this week’s podcast episode, designed specifically for independently-owned retail SMBs, small-batch manufacturers, and makers, I want you pay special attention to:
  • Avoiding the mistake of using marketing as a cure-all when sales are stagnant
  • Using the Four Pillars of Merchandising to discover opportunities for more revenue and profit
  • Aligning your merchandising and marketing strategies
  • Asking better quality questions when determining your next marketing move
  • The critical role of merchandising and its contribution to a healthy cash flow
After you’ve listened, it’s time to take action! Remember: Knowledge and action are most effective when applied within the context of your unique business, using your unique style.

To help you find your path to business growth, take my free 60-second Retail Success Style quiz at MerchantMethod.com/Quiz. I can’t wait to learn more about you!
Graphic of computer screen with a quiz | What’s Your Retail Success Style? | Visit merchantmethod.com to learn more.
If you like this episode, here’s how to dive in even deeper.

➙ Learn alongside other retailers and makers inside my free podcast community at MerchantMethod.com/RetailShift. This is where you can get support on podcast topics, exclusive hot tips, and more.

Bonus Video Training for Action-Takers

​With passion and purpose,
Signature | Retail Shift Podcast Hosted by Chris Guillot | Visit merchantmethod.com to learn more.
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HI, I'M CHRIS GUILLOT!
I made my first sale when I was eight years old and started teaching retail business classes at 20. Now, 23 year after guiding my first clients, I'm here to help you build more profit.
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