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Retail manager

  • Hours

    38 per week

  • Starting salary

    £20,000 + per year



The work

A retail manager is responsible for the day-to-day management of a store/retail outlet in line with overall company policy. The main focus of any retail manager's job is to improve the commercial performance of the store by increasing its turnover and maximising profitability. The major parts of the job on a day-to-day basis include managing and motivating staff, finding new ways to improve sales, and meeting customer demand.

Depending on the type of store and its opening times, unsociable hours are usually expected from weekends to late nights and early mornings. Managers are often in early to prepare for the day, and stay after closing to make sure systems and premises are closed down and secured properly. Some of your duties would depend on what the store sells and whether it is part of a chain, but your typical tasks would include:

  • managing and motivating a team to increase sales including recruiting, training, day-to-day managing, appraisals, disciplining, dismissing, promotions and team building
  • responsibility for maintaining the premises and displays
  • organising stock checking and re-ordering as necessary, through computerised or manual systems
  • organising sales and promotions
  • dealing with queries, complaints and comments from customers
  • analysing and interpreting consumer trends
  • taking responsibility for seeing all security, health and safety and legal procedures
  • analysing sales figures and forecasting future sales volumes to maximise profits
  • ensuring standards for quality, customer service and health and safety are met
  • regularly ‘walking the sales floor’ talking to colleagues and customers, and identifying or resolving urgent issues
  • maintaining awareness of market trends in the retail industry, understanding forthcoming customer initiatives, and monitoring what local competitors are doing
  • monitoring budgets and controlling expenditure
  • dealing with takings and banking/security banking couriers
  • serving customers when required.

Hours

In a full-time job you would normally work around 38 hours a week. Part-time work is widely available. Your hours are likely to include weekends and possibly evenings, depending on the store's opening times.

You would divide your time between the sales area and your office in store.


Income

  • Starting salaries start at around £20,000 a year
  • With experience, typical earnings can rise to around £31,000
  • Some senior store managers earn £47,000 a year.

You may also earn extra bonuses and commission for meeting sales targets.

Figures are intended as a guideline only.


Entry requirements

Entry requirements vary from company to company. Entrants may possess A levels/Highers or a degree or equivalent qualification. Experience of working with customers, especially in a retail environment, is very important and much more important in many cases than formal qualifications.

Entry is also possible through promotion – this is the most common entry method for store managers, entering as a retail sales assistant and through training and development gaining sufficient experience through the career path of sales assistant, supervisor, department manager, deputy store manager, store manager.

Apprenticeships and retail management schemes are also popular entry points for individuals with some retail experience who want to fast track their retail management career – individuals undertaking this path normally enter a store manager position after developing experience as a department manager and deputy store manager during their training.

Some national retail businesses run graduate trainee management schemes for entrants with a suitable degree. These are usually a combination of skills training and work placement in one or more of a company's stores. Individuals undertaking this path normally enter a store manager position after developing experience as a department manager and deputy store manager during their training.


Training and development

Entry without a degree is possible and many people enter store management through the experience route and undertake in-house company management training to develop them into effective store managers.

If you do not currently have any qualifications the Level 3 Award, Certificate and Diploma/SCQF Level 6 Certificate in Retail Knowledge, and Level 3 Certificate and Diploma/SVQ in Retail (Management) have all been developed with store management roles in mind. These are modular qualifications which enable you to undertake modules as you are working and building up your experience. Other useful qualifications include:

  • Foundation Degree in Retailing
  • degree in Retail Management
  • degrees (non-retail) for entry onto a graduate training programme.

Skills and knowledge

To be a retail manager, you should have:

  • the ability to lead and motivate a team
  • excellent communication and 'people' skills
  • a strong commitment to customer service
  • the ability to work under pressure and handle challenging situations
  • confidence, drive and enthusiasm
  • decision-making ability and sense of responsibility
  • the ability to understand and analyse sales figures
  • good business sense
  • an understanding of retail laws, security and health and safety.

More information

Skillsmart Retail (Opens new window)
Fourth Floor
93 Newman Street
London W1T 3EZ
Tel: 0800 093 5001
www.skillsmartretail.com


Opportunities

The retail sector employs around 10% of the UK’s workforce.

Promotion often requires mobility as promotion in the first few instances usually involves being promoted to manager or a bigger, more important store. After several successful store promotional moves, you can progress into area management and regional management opportunities.

Typically within three to five years, you can potentially move on to senior retail management positions.

The flexibility and size of many retail organisations means that after developing hands-on experience as a store manager it is also possible to move into more specialist areas of the business and head office functions, such as customer service, training and operations management. Specialist areas, such as buying, marketing or personnel, are increasingly recruited separately, but you can access them from more general retail routes. This is looked upon favourably due to the direct experience developed on the shop-floor. Many management programmes now insist on this initially before moving into those specialist head office roles.

You may find the following useful for vacancies and further reading (links open in a new window):

Job profiles are based on the latest information supplied to us by industry bodies, such as Sector Skills Councils. Please be aware that with the introduction of the Qualifications and Credit Framework (Opens in a new window) there has been, and will continue to be, changes to vocational qualifications. For more information, please check with industry bodies directly.

We do not accept responsibility for the content of external sites.


Related industry information

Industry summary

Retail activity can be expressed as the sale of goods for personal or household use or consumption, traditionally via shops or markets. However, the boundaries have changed somewhat in recent years due to the significant growth in online retailing and the development of alternative formats such as farmers’ markets and travel retailing.

The UK retail industry covers the following activity:

  • Retail sales in non-specialised stores (such as supermarkets and department stores)
  • Retail sales in specialised stores (such as butchers, greengrocers and fishmongers)
  • Retail sales of pharmaceutical goods (such as chemists and pharmacies)
  • Retail sales of new goods in specialised stores (such as stores selling textiles, clothing, books, electrical household appliances, furniture and lighting)
  • Retail sales of second-hand goods
  • Retail sales not in store (e.g. catalogue and mail order sales, online and via stalls and markets)

Within retail, there are an estimated 295,000 businesses selling a wide range of products, employing from one person to thousands of people, all who have a number of functions.

The retail industry is represented by Skillsmart Retail Sector Skills Council.

Key facts:

  • UK retail accounts for £321 billion turnover and one‐third of all consumers spending.
  • It is the largest private sector employer and employs around 2.9 million people or 1 in 10 of the working population.
  • 13% of people employed within retail do not have an NVQ qualification, 22% have a NVQ level 2 qualification and 34% have a NVQ level 3 or higher qualification.
  • Much of the employment and turnover in retail is accounted for by a few dominant retailers, who operate both nationally and internationally.
  • Just 10 retailers employ around a third of all those who work in retail.
  • There are a substantial number of smaller retailers who operate locally or in niche markets.
  • New emerging markets and job opportunities to support the online retailing are needed.
  • The current economic climate is affecting all areas of retail business, but online retailers and value/discount stores are showing signs of growth.
  • Between 2007 and 2017, 214,000 new retail jobs are expected to be created in UK, while a further 1.2 million jobs will need to be filled as a result of people leaving the sector.

Jobs in the industry are divided into areas: Store operations, Human resources/training, Finance and administration, Buying, Merchandising, Customer contact centres, PR and Marketing, Logistics, and Information Technology.

Job roles range from: Director of operations, Store manager, Assistant department manager, Sales assistant, Shelf filler, Recruitment officer, Financial analyst, Procurement manager, Merchandiser, Buyer, Contact centre operators, Marketeer, Information analyst, Van driver, Warehouse / distribution manager, Information systems managers.


National and regional data

Retail employment and activity are evenly distributed across the UK, with the largest number of employees is located in:

  • South East
  • London
  • East of England
  • North West

The largest number of employers is located in: London; the South East; and the North West. There are distinct clusters of major centres of retail in London, Birmingham, Cardiff, Liverpool, Manchester, Newcastle, Nottingham, Leicester and Derby.

The highest percentage growth in employment over the next five years is expected in the North East, whilst significant declines are forecast in the South East, London and the North West.

Retail can play an important role in the regeneration of towns and cities throughout the UK. It provides a catalyst for change, as retailers seek to enhance their offer to the consumer and modernise the spaces within which they trade.

East Midlands – There are 189,408 people employed in the industry, in around 19,634 retail establishments. 63% of the workforce is female. 43% of the workforce work full‐time. The greatest perceived skills shortage is with customer handling and verbal communication skills.

East of England – There are 274,350 people employed in the industry, in around 25,258 retail establishments. 60% of the workforce is female. 42% of the workforce work full‐time. The greatest perceived skills shortage is with customer handling, problem solving and management skills.

London – There are 376,523 people employed in the industry, in around 39,414 retail establishments. 55% of the workforce is female. 50% of the workforce work full‐time. The greatest perceived skills shortage is with management, customer handling and problem solving skills.

North East – There are 106,513 people employed in the industry, in around 10,569 retail establishments. 65% of the workforce is female. 41% of the workforce work full‐time.

North West – There are 318,406 people employed in the industry, in around 32,814 retail establishments. 62% of the workforce is female. 45% of the workforce work full‐time. The greatest perceived skills shortage is with technical, practical or job specific skills, team working and management skills.

South East – There are 398,069 people employed in the industry, in around 38,926 retail establishments. 59% of the workforce is female. 44% of the workforce work full‐time. The greatest perceived skills shortage is with customer handling, technical, practical or job specific and team working skills.

South West – There are 254,668 people employed in the industry, in around 26,398 retail establishments. 62% of the workforce is female. 42% of the workforce work full‐time. The greatest perceived skills shortage is with customer handling, technical, practical or job specific and management skills.

West Midlands – There are 237,529 people employed in the industry, in around 25,352 retail establishments. 62% of the workforce is female. 43% of the workforce work full‐time. The greatest perceived skills shortage is with team working and customer handling skills.

Yorkshire and the Humber – There are 236,430 people employed in the industry, in around 24,251 retail establishments. 62% of the workforce is female. 44% of the workforce work full‐time. The greatest perceived skills shortage is with management skills.

Northern Ireland – There are 74,491 people employed in the industry, in around 9,805 retail establishments. 58% of the workforce is female. 54% of the workforce work full‐time. The greatest perceived skills shortage is with customer handling, written communication and management skills.

Scotland – There are 245,960 people employed in the industry, in around 23,978 retail establishments. 62% of the workforce is female. 44% of the workforce work full‐time. The greatest perceived skills shortage is with customer handling, written communication and management skills.

Wales – There are 133,459 people employed in the industry, in around 13,765 retail establishments. 63% of the workforce is female. 42% of the workforce work full‐time. The greatest perceived skills shortage is with customer handling, written communication and management skills.

[N.B. Data derived from Annual Business Inquiry, 2008, Labour Force Survey (annualised), 2009, and NESS, 2009.]


Career paths


Further sources


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