Level 2

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.

Units within this qualification include:

Understanding and communicating with customers in a retail environment – Level 2

Influencing buying decisions and marketing – Level 2

Effective use of sales, promotion and merchandising – Level 2

Maintaining stock – Level 2

Personal and team performance – Level 2

Supporting the financial performance of an organisation – Level 2

Legislative responsibilities and requirements – Level 2

Using technology in a retail environment – Level 2

Effects of work activities on the environment – Level 2

Contact Us

02380 016 555

Contact Us


Botley Mills, Mill Hill, Botley, Hampshire,

SO30 2GB

02380 016 555


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