Retailer Level 2

Occupational profile

The main purpose of a retailer is to assist customers when they purchase products and services. This 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 and should always aim to exceed customers’ expectations. Retailers should enjoy direct contact with a wide range of people and be 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 on the knowledge, skills and behaviours that apprentices must have to do their job .

  • Customer– Know the customer profile of the business, and understand appropriate methods for communicating with customers.
  • Business– Know the vision, objectives and brand standards of the business and how to contribute towards their success.
  • Financial– Understand the principles of operating commercially and supporting the overall financial performance of the business; for example, by aiming to exceed targeted sales and reduce wastage and returns.
  • Marketing– Know how the business positions itself in order to increase its market share and compete against its main competitors; for example, its unique selling points, its straplines, promotions and advertising campaigns.
  • Sales and Promotion– Understand the sales opportunities that exist across the year within the business and industry and the need to know customers’ buying habits during these periods; seasonal product / service knowledge, and stock requirements at different times of the year.
  • Stock– Maintain appropriate levels of the right stock to meet customer demand, ensure it is kept in the correct condition (for example correct temperature, environment, packaging), and minimise stock loss through accurate administration, minimising wastage and theft.
  • Team– Support team members to ensure that the services provided are of a high quality, delivered on time and as required.
  • Performance– Challenge personal methods of working and actively implement improvements.
  • Legal and governance– Comply with legal requirements to minimise risk and inspire customer confidence; minimising disruption to the business and maintaining the safety and security of people at all times.
  • Environment– Minimise the effect of work activities on the environment through managing wastage and loss according to business procedures.
  • Communication– Take a positive interest in customers, actively listening or taking due care to understand written or on-line communications and respond appropriately.
  • Marketing– Take an interest in the position of the business within the wider industry.
  • Financial– Act credibly and with integrity on all matters that affect financial performance.
  • Product and service– Confidently demonstrate a belief in the products and services the business offers.
  • Technical– Embrace the use of technology, use it responsibly and take an interest in new developments – for example, social media – that could support the business.


A minimum of 12 months.


This apprenticeship provides an ideal stepping stone into specialist, team leading, supervisory or first line management roles within retail and higher level training and apprenticeships.


This is a level 2 Apprenticeship.