Better support for supportive jobs. How to improve brand performance through better compensation and training for in-store merchandisers

Through an experimental field study, we link improved working conditions for supportive jobs to enhanced brand sales. Results show that improved working conditions for in-store merchandisers based on monetary and non-monetary rewards yield a significant increase in sales, which might be facilitated through enhanced on-shelf availability. We underline the strategic importance of the job profile and identify explanatory mechanisms, enabling managers to optimize training and compensation in the context of supportive jobs in retailing. The study enhances the literature on the importance of supportive jobs in driving brand performance in accordance with the motivational framework based on rewards and recognition.