A True Merchant

Benevides: Merchants are born, not made. It’s imperative to have the right merchandising staff. To be a good merchant, you need to have good analytical skills plus a solid knowledge of your customers.

Realize that numbers can only take you so far. A lot of the job is interpreting those numbers such as, why our customer is purchasing a certain item. Our typical customer is 40-plus years old, she’s middle income and pretty much the average American woman who likes the country décor style.