Merchandisers are "image consultants for the retail world." Retailers use merchandising to promote specific products and services and increase sales merchandiser is someone who ensures that the correct amount of products are on hand in a store or on a website. They make sure the products arrive on time, and work closely with the purchasing department (and buyers) in order to forecast, plan, and monitor stock levels. Merchandisers also work closely with the display staff in order to decide how goods should be displayed so as to maximize sales. In smaller companies, the same individual may be responsible for both the merchandising and the buying. Merchandisers set prices, and plan promotions and markdowns as necessary. They also oversee delivery and distribution of stock and deal with suppliers. While the buyer selects the lines, the merchandiser decides how much money should be spent, how many lines should be bought, and in what quantities. Merchandisers play a key role within retail, as the profit a company makes can be affected by how successfully they manage their work.