Retail managers are responsible for delivering sales targets and a positive experience to customers that will encourage repeat custom and loyalty to the brand/business. It is a diverse role that includes leading and developing a team to achieve business objectives and work with a wide range of people, requiring excellent communication skills. Maximising income and minimising wastage are essential to the job and therefore individuals must develop a sound understanding of business and people management principles to support the achievement of the vision and objectives of the business. Retail managers champion the way for personal development, training and continuous improvement, encouraging their team to develop their own skills and abilities to enhance business performance and productivity.

Training Programme

Retail managers will be acquired to show they have the following understanding and skills: Understand the key drivers of customer journeys, manage positive customer experience to increase sales; Lead the team to achieve and exceed business objectives with forward planning analysis and evaluation of own business area; Manage the overall performance of the team to achieve financial targets taking into account retail calendar year; Adapt style and method of communication to the circumstances and needs of individuals intuitively, demonstrating appropriate skills such as empathy, fairness and authority; Keep up to date knowledge of product ranges, brand, promotions, current and future trends; Understand how to set sales targets that are challenging but realistic.


18 Months




Workplace Assessments

Assessment Methods

The End Point Assessment will consist of:

  • Written: 2 hour written exam with a combination of short and extended answer questions, some incorporating scenarios
  • Retail business project: Strategic challenge, opportunity or idea within their retail environment.
  • Professional discussion: 1 hour structured meeting, focusing on how they have performed during the apprenticeship.

Job Sectors

  • Store manager
  • Retail manager