Retail manager

Retail managers run the daily operations of a store, leading staff, meeting sales targets and ensuring customers receive excellent service

As a retail manager, you'll be responsible for leading a team of staff, monitoring performance and ensuring company standards are met.

Working closely with area or regional managers, you'll implement promotions, control costs and drive profitability while maintaining a positive shopping experience for customers.

Responsibilities

As a retail manager, you'll need to:

• manage, motivate and develop your team to maximise sales and efficiency
• oversee recruitment, training, appraisals and performance management
• monitor stock levels, make decisions on stock control and manage replenishment
• analyse sales figures, identify trends and forecast future performance
• use IT systems to track sales, costs and business performance
• ensure company standards for quality, customer service, and health and safety are met
• respond to customer feedback, complaints and service issues
• plan and deliver promotions, displays and in-store events to drive sales
• maintain awareness of market trends and competitor activity
• review store performance and implement improvements to increase profitability
• build relationships and communicate business updates, targets and initiatives to staff and senior managers
• take responsibility for wider operational issues, such as finance, logistics or marketing, depending on store size.

Salary

• Salaries for assistant manager or deputy manager positions generally range from between £25,000 and £35,000, depending on the size and type of store and your experience. Salaries on graduate management schemes with large retailers may be higher, typically ranging from around £29,000 to £50,000, with schemes such as the Aldi Area Management Graduate Scheme offering salaries at the higher end of this range.
• Retail managers typically earn in the region of £30,000 to £45,000, with higher salaries typically in large organisations.
• With more experience, and especially in area or national manager roles, it's possible to earn £40,000 to £80,000+, particularly in supermarkets and large retail chains.

Salaries vary depending on the type and size of employer. For example, major supermarket chains tend to pay significantly more than charities. Other factors affecting salary include your location (with salaries in London, for example, likely to be higher due to the higher cost of living) and your level of experience.

Many retailers offer bonuses for meeting or exceeding sales targets, which can increase your salary. Other benefits may include a pension, company car, staff discounts, share offers, private healthcare, gym membership and travel subsidies.

Income figures are intended as a guide only.

Working hours

Working hours are usually between 40 and 45 per week and often include weekends, bank holidays, evenings and occasional late nights. Longer hours are common during peak trading periods such as Christmas, sales events and other seasonal holidays.

Retail managers normally work on a rota basis, which may involve early starts, late finishes and shift work to cover store opening hours.

Career breaks, part-time work and job-sharing may be possible, although opportunities depend on the employer.

What to expect

• The role is fast-paced and can be pressurised, especially during peak trading periods. You'll need to be adaptable and comfortable with change, and confident in making challenging decisions when necessary.
• Jobs are available in towns and cities throughout the UK.
• Dress codes vary - fashion retailers often offer staff discounts to wear seasonal merchandise, while supermarkets and similar stores usually provide a uniform.
• Self-employment or franchising is possible. Advice is provided by the British Franchise Association.
• Travel to other stores and to head office may be required, particularly in area manager roles. There will also be occasional travel for meetings and training events.

Qualifications

Retail management is open to graduates and HND holders from all disciplines. However, the following subjects may increase your chances:

• business and marketing
• business management
• retail marketing
• retail management.

For specialist areas, such as fashion retail, a relevant degree or HND in a subject like fashion management may be an advantage. However, retailers typically place greater value on people skills, confidence, enthusiasm and strong customer-service than on specific academic qualifications.

Many national retailers and supermarkets run structured graduate or trainee management schemes. Graduate schemes usually require at least a 2:2 degree, though some employers ask for a 2:1. Find out more about retail graduate schemes.

You can also enter through a retail apprenticeship, which combines paid work with part-time study. Relevant apprenticeships include:

• Level 4 Retail Manager higher apprenticeship
• Level 6 Retail Leadership degree apprenticeship.

It's possible to start as a sales assistant and work your way up to a supervisory or management role.

Management experience in other customer-facing sectors, such as hospitality or call centres, can also provide a pathway into retail management.

Skills

You'll need to have:

• the ability to lead and motivate others to create a positive team culture and achieve targets
• strong customer-service skills to create a positive shopping experience
• excellent interpersonal and communication skills, including listening and influencing
• commercial awareness and an interest in business to spot sales opportunities
• the ability to plan, prioritise and delegate workloads effectively
• confidence with numbers to analyse sales data and forecast performance
• problem-solving skills, resilience and the ability to stay calm under pressure
• organisational skills to manage stock, promotions and competing priorities
• IT skills to use retail and business software systems effectively
• attention to detail to ensure compliance with company standards, health and safety, and legal requirements.

A driver's licence may be required for some roles, particularly area management.

Work experience

Employers will expect you to have some retail experience. You can get this through part-time or holiday work, work placements or internships with the larger retailers and supermarkets, or by volunteering in local charity shops.

Try to get experience in different roles, such as sales, stock management, pricing, merchandising, finance and customer service, to build a broad understanding of how a store operates.

Go into local shops and supermarkets to find out about sales assistant and other shop floor opportunities. Large retail organisations will usually advertise placements on their websites.

Other experience that develops your customer service, communication and problem-solving skills is also useful. This could be in hospitality, the service industry or travel and tourism, for example.

Retailers also value commitment and potential, so working in a store role may lead to internal progression and a management role.

Employers

According to the British Retail Consortium, there are around 2.8 million jobs in retail, accounting for close to 10% of all jobs in Great Britain.

Typical employers include:

• general discounters
• high street department stores
• supermarkets
• DIY and homeware retailers
• clothing, footwear, food and drink, sporting goods, electrical goods, furniture and furnishings retailers
• luxury and designer brands (e.g., fashion, jewellery and cosmetics)
• niche and specialist retailers
• pharmacy and health/beauty chains
• television shopping channels
• online and multichannel retailers
• charity shops.

Competition for jobs can be fierce, with some companies receiving thousands of applications for a limited number of vacancies. Closing dates for graduate schemes can be as early as December or January for entry the following September, and some schemes close once they've filled their applicant quota.

Selection processes for graduate schemes usually include an online application, psychometric tests, interviews and an assessment centre (either in person or virtual), which may include group exercises, presentations and role-play activities.

Look for job vacancies at:

• DrapersJobs
• GrocerJobs
• RetailChoice

You can also search for vacancies on the career pages of major supermarkets, fashion retailers and online brands. Speculative applications to smaller or independent companies and networking through LinkedIn or university careers fairs can also help you find opportunities.

Professional development

Many of the larger retail companies run structured graduate schemes. These usually cover all areas of retailing and may include a mentor to provide support and guidance.

Training is typically delivered in-house and combines practical, on-the-job learning with courses and workshops. You'll gain experience across key areas of the business, such as sales, stock control, finance, merchandising and customer service. Short courses may also focus on technical skills (e.g. accounts), interpersonal skills (e.g. coaching and mentoring) and behavioural skills such as influencing or facilitation.

Programmes usually last one to two years, although length and content vary. Many are flexible, tailored to the individual and designed to give you broad business exposure. You'll be expected to take responsibility for your own progression in line with company needs. Some employers may also support staff in working towards professional qualifications with bodies such as the Chartered Management Institute (CMI).

Career prospects

Most retail companies review performance through appraisals, giving you the chance to discuss progress and set goals with your manager. You'll also be expected to take responsibility for your own development. Promotion often requires flexibility and mobility, with fewer opportunities in smaller shops or chains.

Progression can be rapid for motivated graduates. In some organisations, you may run your own department within weeks and manage a store within 18 months. With experience, you could move into senior management, overseeing larger and more complex operations or progressing into area or regional roles.

Typical progression routes include:

• department or assistant store manager
• store manager of a larger branch or more complex operation
• senior roles such as area or regional manager
• head office or specialist functions, such as buying, training, operations or customer service.

Retail experience is highly transferable. Some managers go on to run their own franchise, move into e-commerce, wholesale and supply chain management or consultancy, or transfer to related sectors such as hospitality or logistics.