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Store demonstrator

  • Hours

    Variable

  • Starting salary

    £10,000 + per year



The work

Store demonstrators work in department stores, supermarkets and other retail businesses, introducing products (which may new to the market or on promotion) to customers to help increase sales. They may demonstrate a wide range of different products including food and drink, domestic appliances, kitchen gadgets, cleaning products, beauty products, DIY products and tools, home improvement products and toys. Some may sell these products directly, while others may pass sales leads onto other sales team members depending on the type of product, venue and size of the organisation.
Your job might involve:

  • Setting up a counter or other area where demonstrations take place
  • Arranging stock, posters and other publicity material to attract customers
  • Demonstrating how to use a product
  • Explaining the benefits of a product and answering questions about it
  • Handing out leaflets, brochures, coupons and free samples
  • Selling products, or passing customers to other members of the sales team.
  • Talking to individual passers-by, or using a microphone to catch the attention of groups of people
  • Monitoring stock levels
  • Keeping sales records

You could be employed full-time by a store or retail chain, or you may be freelance and find work through an agency.


Hours

Hours could vary, but would often include weekends and evenings to fit in with the store's opening hours. Most jobs are temporary, anywhere from a single day to a week or more.

You could work in stores, shopping centres or at exhibitions. You may need to travel around your local area or to different parts of the UK.

You would spend most of your time standing at a counter or walking around the shop floor. You might have to wear a uniform, a promotional T-shirt or even fancy dress provided by the promoter.


Income

  • Store demonstrators starting out may earn between £10,000 and £11,000
  • More experienced staff may earn around £13,500
  • The highest salary for a store demonstrator in a retail chain is around £18,000 to £19,000
  • Some store demonstrators earn commission or productivity bonuses. There may be other benefits such as free products, discounts and petrol allowances
  • Freelanceand part-time work usually pays around £6 an hour or £60 up to £240 a day for senior specialised product demonstrators
Figures are intended as a guideline only.

Entry requirements

It is possible to become a store demonstrator without formal qualifications, but a lot of employers look for evidence of literacy, numeracy and excellent communication skills. Mature candidates with retail or customer service experience and great people skills are warmly welcomed. Recruiters look for people with good communication skills and an enthusiastic attitude.

You will find it useful to have previous experience of dealing with the public, and previous experience of working in retail, customer service and talking to groups of people may be required by some employers.

Although you do not usually need formal qualifications to work as a store demonstrator, for demonstrating certain products you may need to have undertaken specific training such as a Level 2 Award in Food Safety for Retail/ Manufacturing to work with unwrapped food products.


Training and development

There is no formal training for this job, but good product knowledge is essential. Once in a job, store demonstrators usually attend briefing sessions and short courses to learn about the products they will be demonstrating.

To become a store demonstrator, even though formal qualifications aren't mandatory, undertaking a Level 1 or 2 Award, Certificate or Diploma in Retail Knowledge/SCQF Level 5 Certificate in Retail Knowledge is recommended to increase your understanding of service and retail sales. Once in the role, a Level 2 Award, Certificate or Diploma/SVQ in Retail Skills or Retail Apprenticeship may be available.


Skills and knowledge

  • Excellent communication skills
  • Friendly and outgoing, even when under pressure
  • Good customer service skills
  • Able to talk to people of all ages and backgrounds
  • Enjoy meeting and talking to customers
  • Be comfortable talking to individuals or groups of people
  • Able to talk enthusiastically about a wide range of products
  • Able to understand and absorb product information to answer customer queries

More information

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


Opportunities

There is no formal promotion structure for store demonstrators, but the experience they gain may help them to move into other jobs in retail, customer service, marketing or promotions. Often individuals move into retail sales assistant and customer service assistant roles or as team leader within a product section. This type of work can be a stepping stone into sales or customer service work.

You may also find the following useful for job vacancies and further reading (links open in 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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