The main purpose of a retailer is to assist customers when they purchase products and services, which requires a good understanding of the stock being sold, the variety of ways customers can shop and the ability to process payments, for example, using a till. Retailers must be passionate about delivering a quality service that always aims to exceed customers’ expectations. Therefore, retailers enjoy direct contact with a wide range of people and are motivated by completing a sale and knowing a customer is happy with their purchase. They can work in a variety of shops and other retail establishments: small boutiques, large high street chains, supermarkets and well-known department stores are just some examples. More specialist retailers include funeral services, garden centres, delicatessens and people who work in remote environments for example in telephone, on-line and mail order retail. Regardless of the type of products and services being sold, a wide representation of employers from across the retail industry have defined this standard and agreed that the knowledge, skills and behaviours that apprentices must have to do their job are the same.
Customer - Know the customer profile of the business, appropriate methods for communicating with customers e.g. face to face and remotely, what customers’ purchasing habits are, how to support and increase sales, encourage customer loyalty and achieve repeat business
Business - Know the vision, objectives and brand standards of the business and how to contribute towards their success
Financial - Understand the principles of operating commercially and supporting the overall financial performance of the business for example by aiming to exceed targeted sales and reduce wastage and returns
Marketing - Know how to identify and determine individuals’ situation and needs and how to respond in the most appropriate way in line with the business culture (for example the difference in how a branded goods retailer would communicate to their customers would be very different from an individual that retails a funeral service, or someone that needs to convey highly technical product information)
Sales and Promotion - Understand the sales opportunities that exist across the year within the business and industry and the need to know customers’ buying habits during these periods, seasonal product / service knowledge, and stock requirements at different times of the year
Product and Service - Know information on the brands, products and services as required by the business (for example in large retailers a general knowledge of a range of products and services may be needed, but in specialist outlets a detailed knowledge on the technical specification of a product and the aftercare service may be necessary)
Brand Reputation - Know and understand the importance of brand and business reputation and what can affect it
Merchandising -Understand how increase sales through product placement by utilising ‘hot spots’ and recognising the relationship between sales and space
Stock - Know how to maintain appropriate levels of the right stock to meet customer demand, taking into account planned marketing activities and expected seasonal variations and the conditions they must be stored in
Technical - Know how to operate technology such as customer payments and understand how changing technology, for example social media, digital and multichannel tools, support the sale of products and facilitates an effective and efficient service to customers
Team - Know how to support and influence the team positively, recognising how all colleagues and teams are dependent on each other to meet business objectives
Performance - Understand how personal performance contributes to the success of the business for example the sale of products and services, increasing sales and achieving customer loyalty
Legal and governance - Recognise and understand legislative responsibilities relating to the business and the products and/or services being sold (for example the importance of food safety for food retailers), the importance of protecting peoples’ health, safety and security, and the consequences of not following legal guidelines
Diversity -Understand how to work with people from a wide range of backgrounds and cultures and recognise how local demographics can impact on the product range of the business
Environment - Know how to take responsible decisions to minimise negative effects on the environment in all work activities