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. Build people management principles and maximise income which are essential to the role.

After completion of the standards, apprentice will demonstrate a range of excellent retail management, customer, product knowledge and industry relevant knowledge, skills and behaviours. The learning programmes delivering with employers and tutors from Able Trust Care through interactive learning sessions and takes apprentices from entry through to the gateway and prepare for End-Point Assessment.

• Customer: Apprentices learn how to manage the customer experience, ensuring their teams deliver to customers a positive experience.

• Communication Skills: Apprentices learn how to establish and lead clear communications in a style and manner that is relevant to a target audience and achieves effective results.

• Business: Apprentices learn about leading a team to achieve and exceed business objectives, forward planning, analysis, evaluation and effective decisions to improve business performance.

• Developing Self and Others: Apprentices learn the importance of driving self and a team development through effective and relevant training to maximise potential & achieve objectives.

• Leading a Team: Apprentices learn to provide clear direction and team leadership through adapting their own style to different situations and people, monitor team performance and recognise excellence through open and honest feedback, conduct performance management and recruitment activities.

• The Sales Process: Apprentices learn about managing a team to achieve targets through performance monitoring against results and taking timely action drive sales.

• Marketing: Apprentices learn about communicating marketing objectives, analysing and evaluating the impact of marketing activities, driving results and reporting the outcomes.

• Stock Control & Merchandising: Apprentices learn about monitoring stock management systems to minimise stock loss, ensuring stock audit compliance, effective merchandising set up and the impact of merchandising on sales.

• Equality & Diversity: Apprentices learn about leading people from a wide range of backgrounds and cultures and recognise how local demographics can impact on a product range.

• Finance: Apprentices learn the importance of achieving financial targets by planning and monitoring resources and the impact of a team’s actions on overall financial performance.

• Working with Technology: Apprentices learn about ensuring suitable technology is sourced, available, maintained and secured, oversee the use of technology and make recommendations for improvement.

• Legislation and Governance: Apprentices learn about legislative responsibilities relating to the wider organisation, team working and the products and services being sold.

• Equality & Diversity: Apprentices learn how to implement business policy, ensuring their team are aware of and work effectively with colleagues customers and other stakeholders from wide range of backgrounds and cultures.

• Finance: Apprentices learn about the importance of manage the overall financial performance, achieving targets, analysing reports, producing financial plans and reports and how to identify and implement opportunities to increase profit and reduce waste.

Regular evaluation sessions with managers and learners will include performance observations, questions and answer sessions and professional discussions.


End Point Assessment will include the following types of assessment:

• Functional skills at the required level
• Written exam with a combination of short and extended answer questions and scenarios
• Retail business project
• Professional discussion

Entry -But it is expected that the individual would have worked with an operational role within the industry to start on this apprenticeship standard.

Duration – 18 months

Progression – Progression from this apprenticeship could be into a junior retail management position

Level – This apprenticeship standard is set at level 4.



Standards and Assessment


Retail team leader

Retail manger