Retail team leaders are a critical support to managers, delivering exceptional customer service and a positive experience to customers, and may have to deputise for managers in their absence. The role is dynamic and in one day can involve a variety of different functions. Most significantly retail team leaders guide and coordinate the work of the team to complete tasks, identify and explore opportunities that drive sales, ensuring team members maintain business standards in relation to merchandising, service and promotional activities, in line with procedures. Retail team leaders gain the most of their team on a day to day basis, ensuring they are fully trained and work effectively and to the best of their ability.

Training Programme

Retail team leaders should have the following knowledge and skills: Understand the purpose of the business including its vision, objectives and brand / business standards; Monitor customers’ enquiries and service requirements; coach and support team members to use appropriate methods; Demonstrate commercial awareness and act responsibly and with integrity to protect the financial position of the business; Understand how to organise the team on a daily basis to achieve objectives; Support the team to ensure they understand and engage in marketing activities; Communicate sales targets to the team and support them.


15 Months




Workplace Assessments

Assessment Methods

On demand test: 60 minute on demand multiple choice test Scenario based questions, usually taken on screen Externally set and marked automatically by the assessment organisation

  • Retail business project: A project requiring the apprentice to look at an immediate opportunity, problem, challenge or idea within their retail environment. This could be a project to identify a potential cost saving for the business through improving efficiency, reducing waste or finding alternative ways of working to achieve business objectives and should include a research proposal, identify measurable improvements and make recommendations for implementation.
  • Professional discussion: 1 hour structured meeting Led by the independent end assessor, involving the apprentice and employer (e.g. line manager) Focusing on how they have performed during the apprenticeship and their overall achievement of the knowledge, skills and behaviours in the standard.

Job Sectors

  • Sales Assistant
  • Store Assistant
  • Store Manager
  • Merchandiser
  • Buyer