The main purpose of a retailer is to assist customers when they purchase products and services, which requires a good understanding of the stock being sold, the variety of ways customers can shop and the ability to process payments, for example, using a till. Retailers must be passionate about delivering a quality service that always aims to exceed customers’ expectations. Therefore, retailers enjoy direct contact with a wide range of people and are motivated by completing a sale and knowing a customer is happy with their purchase. They can work in a variety of shops and other retail establishments: small boutiques, large high street chains, supermarkets and well-known department stores are just some examples. More specialist retailers include funeral services, garden centres, delicatessens and people who work in remote environments for example in telephone, on-line and mail order retail. Regardless of the type of products and services being sold, a wide representation of employers from across the retail industry have defined this standard and agreed that the knowledge, skills and behaviours that apprentices must have to do their job are the same.

Training Programme

A retailer will have to; Know the customer profile of the business; Positively interact with customers using business-relevant methods; Demonstrate personal drive; Adopt an approachable and friendly manner; Understand the principles of operating commercially; Deliver a sales service that meets customers’ needs; Influence customers’ purchasing decisions; Confidently demonstrate a belief in the product and services the business offers. Along with a wider knowledge of customer service.


13 Months




Workplace Assessments

Assessment Methods

On demand test: 30 minute on demand multiple choice test Scenario based questions, usually taken on screen Externally set and marked automatically by the assessment organisation

  • Practical observation: 2 hour observation of the apprentice in the workplace by the independent end assessor.
  • Professional discussion: 1 hour structured meeting Led by the independent end assessor, involving the apprentice and employer (e.g. line manager)

Job Sectors

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