Level 2 Standard

This Apprenticeship provides the breadth and depth of skills and knowledge needed for employment in a Retail work environment.


Retailer Standard

Qualification Level

Level 2

End Point Assessment Centre


Instruction Language


Qualification Duration

12 months

Employer Incentives

You will receive £3,000 for new apprentices of any age who have an employment start date of 1 April 2021 to 30 September 2021. Applications close on 30 November 2021.


You will be able to apply for a payment of £3,000 for apprentices with an employment start date from 1 October 2021 to 31 January 2022 once applications open in January 2022.


What you can use the payment for
The payment is different to apprenticeship levy funds, so you can spend it on anything to support your organisation’s costs. For example, on uniforms, your apprentice’s travel or their salary. You do not have to pay it back.


You can only apply for new apprentices who joined your organisation from 1 April 2021 to 30 September 2021. You cannot apply for an existing employee who joined your organisation before 1 April 2021, even if they started an apprenticeship after this date.

To read the full Apprenticeship Standard: Click here


Who is this course suitable for?

This course is ideal for a person working with customers in a retail environment. This can be from customer facing roles to managing stock within a workplace.

Role Profile (what the successful candidate should be able to do at the end of the Apprenticeship)


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.

These are the personal attributes and behaviours expected of all Retailers carrying out their roles


  • Professionalism – Carries out all tasks in a professional manner keeping the business reputation in mind when making decisions.
  • Customer Focused – delivers customer service with kindness, consideration and respect
  • Communication – good communication is central to successful working relationships and effective team working
  • Commitment – to improving the experience of people who enter the workplace and require a product of service

Course Costs

Maximum Funding


Non Levy Employer 5% contribution or Employer 5% contribution


End Point Assessment Cost (Paid by Kiwi)



96 Students saved up to 50% on their fees




  • Customer – Know the customer profile of the business, appropriate methods for communicating with customers e.g. face to face and remotely, what customers’ purchasing habits are, how to support and increase sales, encourage customer loyalty and achieve repeat business
  • 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
  • Communication – Know how to identify and determine individuals’ situation and needs and how to respond in the most appropriate way in line with the business culture (for example the difference in how a branded goods retailer would communicate to their customers would be very different from an individual that retails a funeral service, or someone that needs to convey highly technical product information)
  • 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
  • Product and service – Know information on the brands, products and services as required by the business (for example in large retailers a general knowledge of a range of products and services may be needed, but in specialist outlets a detailed knowledge on the technical specification of a product and the aftercare service may be necessary)
  • Brand reputation – Know and understand the importance of brand and business reputation and what can affect it
  • Merchandising – Understand how increase sales through product placement by utilising ‘hot spots’ and recognising the relationship between sales and space
  • Stock – Know how to maintain appropriate levels of the right stock to meet customer demand, taking into account planned marketing activities and expected seasonal variations and the conditions they must be stored in
  • Technical – Know how to operate technology such as customer payments and understand how changing technology, for example social media, digital and multichannel tools, support the sale of products and facilitates an effective and efficient service to customers
  • Team – Know how to support and influence the team positively, recognising how all colleagues and teams are dependent on each other to meet business objectives
  • Performance – Understand how personal performance contributes to the success of the business for example the sale of products and services, increasing sales and achieving customer loyalty
  • Legal and governance – Recognise and understand legislative responsibilities relating to the business and the products and/or services being sold (for example the importance of food safety for food retailers), the importance of  protecting peoples’ health, safety and security, and the consequences of not following legal guidelines
  • Diversity – Understand how to work with people from a wide range of backgrounds and cultures and recognise how local demographics can impact on the product range of the business
  • Environment – Know how to take responsible decisions to minimise negative effects on the environment in all work activities



  • Customer – Positively interact with customers, using business relevant methods for example face to face or on-line, to support and increase sales by providing useful information and service
  • Business – Establish a good rapport with customers, serve them in line with brand standards and promote the values of the business in all work activities
  • Financial – Deliver a sales service that meets customers’ needs and balances the financial performance of the business for example working towards sales targets, following procedures relating to packing of goods and dealing with returned products
  • Marketing – Influence customers’ purchasing decisions by providing accurate guidance on product and price comparisons and sharing knowledge on local offers and variances
  • Communication – Use effective methods of communication that achieve the desired result, according to the purchasing process e.g. face to face, via the telephone or on-line
  • Sales and Promotion – Use a variety of sales techniques when providing customers with information that are appropriate to the business and actively sell the benefits of seasonal offers for example, through in-store or on-line promotions
  • Product and service – Help match products and services to customers’ needs and increase the amount they spend for example through the sale of associated products and services
  • Brand reputation – Respond to situations that threaten brand and business  reputation in line with company policy and alert the relevant person if a threat is identified
  • Merchandising – Actively use techniques to optimise sales through effective product placement, ensuring product displays remain attractive, appealing and safe to customers
  • 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
  • Technical – Use technology appropriately and efficiently in line with company policy, to support sales and service ensuring that maintenance issues are dealt with promptly
  • 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
  • Diversity – Put people at ease in all matters helping them to feel welcome and supported and provide them with information that is relevant to their needs
  • Environment – Minimise the effect of work activities on the environment through managing wastage and loss according to business procedures



Kiwi Education is an fantastic training provider who really does put it’s students at the heart of their delivery. Our staff have felt supported throughout their apprenticeship

– False Flag Tattoo


Area: Professional Accounting Taxation Technician AAT Apprenticeship



Our staff enrolled on courses have not only improved within their roles but with the support from Kiwi Education they have excelled and progressed from one level to a higher level. We are thrilled with the service from Kiwi Education. 

– Costa Coffee

Area: Team Leader Supervisor Apprenticeship

Enrol and pay now

Maximum Funding


Non Levy Employer 5% contribution or Employer 5% contribution


End Point Assessment Cost (Paid by Kiwi)




Any Questions

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