Merchandising Staff Sales

Training
 Who is a Merchandiser
Merchandisers are responsible for ensuring that products appear in the right store, at the right
time and in the correct quantities and are displayed in the best possible way to entice customers
to purchase the product.

To be a successful merchandiser, you need to be :

Good Morning
• Organised I'm from
Coffee Planet
• Friendly
• Professional
• Presentable
• Energetic
• Good Communicator
• Brand ambassador
• Enthusiastic
• Reliable

You are the face of coffee planet to our biggest customers therefore you need to BE the brand
and all that it stands for.
 Key Skills needed to be successful

• Customer focused
Remember the old saying, the customer is always right (even when he's not!!) is there anything you can do to make
the experience better for the customer

• Knowledgeable
You must know all about the coffee beans you are serving, the different types of drinks and also the competitors
products

• Make happy customers

make them feel like they are important help them learn to enjoy the experience not just a coffee

• Problem solve
Make sure you can solve any issues there may be

• Communicate
Speak to the customers, find out their frustrations or problems, make them feel important

• Create excitement (feel the buzz)

Talk to the customers, excite them about our coffee, if you are passionate about the beans this will be infectious

By combining all of the above skills we would be sure to sell more cups of coffee and make increased revenue.
 Merchandiser Role Overview

• Make the store “perfect” if it looks enticing we will sell more coffees

• Complete minimum 8 calls per day (Average) and ensure all customers visited at least once per week

• Ensure every store is fully stocked and has replenishment stocks for the week

• Increase customer satisfaction by ensuring no out of stocks and no problems

• Communicate with store managers/supervisors each visit. Make good relationships with them

• Complete all paperwork's and check store paperwork ( Wastage Books)

• Communicate issues with HO team – mainly Feisal or Raymond, be sure to let us know if there is any
issue

• Increase awareness of the CP brand and its values

• Ensure Van is fully stocked at all times with consumables and also spares such as menu cards, display
items and syrup pumps
Tools of the Job

In order to help you ensure that you are covering all of the expectations, I will provide
some basic tools to help you.

1. Journey Plans

2. Task Lists

3. Picture of perfect store

4. 6 steps of the call

5. Training & Coaching

Journey plans
Journey plans are an important part of the role as it helps both you and the customer
understand when they can expect a visit, by visiting the same day each week the
customer will know that we are organised and committed to them
Task List

The task list will help you to become

more organised and ensure you are
doing the same in each store,
consistency will ensure we are looking
good to the customers and the
consumers
How the machine should look
How the machine should look - ADNOC
 Perfect Store
There are guidelines you should be following for merchandising and display principles, use the below in each store
to make sure you have the display perfect all the time in every store
 Coffee Planet Capsules - Shelf

• Ensure each “colour” has at least GOOD

one facing

• Try to have 2 per “colour” if you

can

• Ensure they are merchandised in

correct order, lightest to strongest

• Ensure display is tidy and well

stocked

• Try to have them in a high footfall

area

• Eye level shelves are best NOT GOOD

• I will work on having some

promotional materials
6 Steps of the call
 Coffee Beans
The C –Store solution offers the consumer 2 different coffee
options:

The default option is our blend “TheAwakening”

Coffee Planets original and most famous all day
drinking coffee.Ablend of almond nuttiness from
the mountains of centralAmerica giving way to
sugar cane sweetness from theAfrican plains.A
bold and distinctive coffee, smooth, tasty and
delicious

Coffee Planets Organic option was introduced to

the C Store model to offer the consumer a
“healthy” choice and to encourage a new
demographic of customer.Ataste of delicate
lemons and red berry hints, This organic coffee
comes from theAfrican continent, the very
essence of great tasting coffee
 Capsules
Coffee Planet capsules are available through all ADNOC, Aswaq and soon Maybury stores, Customer
Convenience as no need for Malls:

• Premium quality coffee - we only use Fresh Roasted 100% Arabica beans
• Range of great tasting blends individually selected by our Roastmaster
• Compatible with Nespresso® machines – 10 capsules per box

enigma revive essence

intense Purple Brown Green
Black Intensity 8 Intensity 7 Intensity 6
Intensity 10 Heavy candy floss aroma, Aromas walnuts, tangy orange, Sweet marzipan aroma, creamy
Buttery, cinnamon, velvety long, creamy mouthfeel, vanilla & medium bodied, creamy mouthfeel, medium body, quenching finish.
dark chocolate cake finish. berries long finish. long aftertaste.

dawn elevate zen

Orange Blue bliss Red
Intensity 5 Intensity 5 Pink Intensity 5
Nutty aroma, medium sweetness, Hazelnuts, medium body, Intensity 4 Cane sugar, orange aromas, red
green apple acidity, balanced light caramel, cherry like tartness, Butter biscuit, sweet, bright fruit, milk chocolate, crème caramel
body, dry chocolate finish. lime rind aftertaste. clementine, green apple finish. finish.
Coffee Tasting
It is important you learn how to taste and check the look of the coffee in stores, this
ensures we are serving the expected standards to the customers.

You may use these points as how to Judge a good espresso –

1. Flow of Espresso – like a warm honey flow

2. Quantity – 25 to 30ml (Single shot)
3. Timing – between 20 to 30 seconds
4. Crema – 3 to 4mm thick
5. Serving temperature – 70° to 75°C

When looking at a milk based Drink

• Milk should be smooth with no big bubbles

• Serving Temperature should be 60 - 70° C
 Grooming & Attitude Guidelines
• DO’s
• Have your uniform clean, pressed and correct
• Health and safety Gloves should be worn
• Have clean hair, teeth and nails at all times
• Ensure your hair is pulled back off the face
• Have only minimal jewelry
• No Visible Tatoos
• Check you are smiling & have open body language
• Always be helpful
• DON’T’s
• Wear your own clothes, even over your uniform
• Have dirty hands or nails (carry wipes if
necessary)
• Wear your hair covering your face making it look
messy and dirty
• Use your mobile phone whilst on site it makes
you look unprofessional, try to step outside if you
can
• Loose your temper with the customer, keep
calm at all times
• Never say no or I cant, make it sound positive
Staff Handbook
..\..\Staff Handbooks & Operations manuals\C STORE merchandiser STAFF
HANDBOOK.docx
What support do you need

This is your chance to throw at us all of the things you would like from us, name any thing
you like and we will make a list and discuss with senior management.
THANK YOU