This occupation is found in organisations of all sizes within the retail and tourism sector such as food, fashion, furniture, and automotive. Retail outlets range from traditional high street shops to larger organisations such as supermarkets and department stores. It is found in multi-national employers, small independent employers, and employers who trade through a variety of channels for example face to face, telephone, on-line and mail order retail.
The broad purpose of the occupation is to advise on and sell products and services in a customer-centric retail environment. This includes creating an accessible and well-presented environment. Retailers provide information and advice to customers regarding stock, products, different ways customers can shop and various payment methods.
Retailers work flexible hours and shifts such as evenings, nights, and weekends. Face to face or instore roles may involve moving and replenishing stock, using relevant equipment such as pallet truck, steps, and trolley.
In their daily work, an employee in this occupation interacts with internal stakeholders such as members of their own team, other departments, and senior management. They also interact with external stakeholders such as customers, delivery drivers and compliance officers.
An employee in this occupation will be responsible for maintaining business standards; ensuring stock is presented, replenished and available for the customer to purchase. Retailers will contribute towards the commerciality of the business by achieving targets, including sales and customer service, and following stock control in line with business objectives. They need to know the services they are selling to be able to build customer confidence in their business.
Retailers work to meet or exceed customer expectations and experience and will identify specific needs of individual customers. They will respond to customer enquiries complying with both business and legal requirements. They will have a knowledge of sustainability in relation to products such as dealing with excess packaging, waste and product sourcing.
Retailers who work within smaller retail sites may have additional responsibilities such as where the stock is placed in store and planning the order of tasks. Retailers may be responsible for supporting the development of new colleagues through buddying or 1 to 1 coaching. Retailers typically work as part of a wider team, depending on the size of the organisation, reporting to a line manager or small shop owner.
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Duty 1 Undertake daily procedures such as setting up and clearing displays, switching equipment on or off to start or end a shift, ensuring the working environment meets business and legal requirements. |
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Duty 2 Process sales, exchanges, and refunds in line with business policy, offer information and identify customer requirements. |
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Duty 3 Provide product and service information in compliance with business and legal requirements. |
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Duty 4 Respond to and support with enquiries and complaints, resolving where possible, reporting outcomes, or escalating where required. |
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Duty 5 Contribute to the health and safety of colleagues, customers, and the working environment by removing hazards or reporting incidents. |
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Duty 6 Maintain stock availability, reporting any price discrepancies and support the fulfilment of purchases using the appropriate systems and procedures. |
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Duty 7 Contribute to promotional activities to support the success of the business such as changing promotions, displays, seasonality and product launch activities. |
K1 K2 K3 K4 K5 K6 K7 K8 K9 K10 K11 K12 K14 |
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Duty 8 Use IT, technology, and digital solutions to assist with customer enquiries, purchasing activities and processing sales. |
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Duty 9 Contribute to team development activities, and business objectives. |
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Duty 10 Contribute to reducing waste and improving sustainability in line with business objectives. |
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Duty 11 Contribute to minimising stock loss by following business procedures. |
K1: The customer profile of the business and customers’ purchasing habits.
Back to Duty
K2: The business aims and objectives and how their work contributes to them.
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K3: The principles of running a retail business to support the overall financial performance for example by aiming to exceed targeted sales and reduce wastage and returns.
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K4: The make up of the local community and the requirements of customers within it.
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K5: The business approach to sustainability and its carbon footprint such as approaches to product sourcing, waste reduction and recycling.
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K6: Methods for communicating with customers, to support and increase sales, and encourage customer loyalty.
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K7: The brands, products and services provided by the business including knowledge of the technical specification of a product and aftercare service.
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K8: The importance of brand and business reputation and what can affect it.
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K9: The use of visual and/or digital merchandising skills including the use of “hot spots” and the relationship this has with sales and use of space.
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K10: How to maintain stock levels and the conditions they must be stored in to meet customer demand, sales opportunities, marketing activities and seasonal variations.
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K11: How to operate IT and digital systems, and applications.
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K12: How to support and influence the team and how all colleagues and teams work together to meet business objectives.
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K13: Relevant regulatory and legislative requirements which impact on the retail sector such as the sale of bladed items, high fats, salt and sugar, safety requirements, and age restricted sales.
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K14: Principles of equality, diversity and inclusion and the impact on the customer experience and business.
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K15: The support requirements and/or coaching needs of their team.
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K16: The business’s policy for exchange and refunds of products for in-store and/or on-line purchases.
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S1: Communicate with customers to meet their requirements and encourage customer loyalty and repeat business.
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S2: Serve customers in line with brand standards, legislation, business procedures and the values of the business.
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S3: Provide a retail service that balances the customers’ needs with additional linked products and services.
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S4: Use face to face or online sales techniques such as product and price comparisons to support or influence the customer in their purchasing decisions.
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S5: Promote seasonal or local offers through in-store or online promotions.
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S6: Identify situations that may damage business reputation in line with company policy and escalate as required.
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S7: Maintain good merchandising to meet the needs of the business whilst ensuring safety.
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S8: Maintain stock levels and storage conditions such as correct temperature, lighting, ventilation, packaging to meet customer demand and minimise stock loss.
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S9: Use technology and applications to support sales and service ensuring that maintenance issues are reported.
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S10: Support team and colleague development through buddying and/or coaching.
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S11: Comply with regulations and legislation relevant to their role and business.
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S12: Contribute to continuous improvement activities which focus on improving sustainability within the business.
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S13: Handle complaints within remit or escalate as appropriate.
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S14: Support sales across a range of promotional events throughout the calendar year.
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B1: Acts in a professional manner with integrity and confidentiality.
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B2: Acts as an ambassador for their business and brand.
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B3: Seeks learning opportunities and continuous development.
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B4: Has accountability and ownership of their tasks and workload.
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B5: Works flexibly and adapts to circumstances.
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B6: Acts in an open and approachable manner to build and maintain inclusive relationships with others.
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English and maths qualifications form a mandatory part of all apprenticeships and must be completed before an apprentice can pass through gateway. The requirements are detailed in the current version of the apprenticeship funding rules.
| Version | Change detail | Earliest start date | Latest start date |
|---|---|---|---|
| 1.2 | Standard, end-point assessment plan and funding band revised. | 29/05/2023 | Not set |
| 1.1 | The funding band for this standard has been reviewed as part of the apprenticeship funding band review. The new funding band is £4000 | 04/03/2019 | 28/05/2023 |
| 1.0 | Approved for delivery | 11/05/2016 | 03/03/2019 |
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