BETA This is a new service – your feedback will help us to improve it.


Helping customers buy products or services from retail organisations such as department stores, garden centres, high street chains, supermarkets and online and mail order businesses.

Summary of this apprenticeship standard


2 (equivalent to GCSEs at grades A* to C)

Typical length
12 months
Current funding band
Up to £5,000 per apprentice.
More information about funding
Entry requirements

Set by employer.

What apprentices will learn
  • retail principles and practices - including brand standards, building rapport and customer loyalty
  • business principles, standards and practices - including achieving targets, brand value and marketing and promotion
  • sales and promotion principles and techniques - increasing sales, repeat business and sales opportunities
  • customer service principles and practices - including customer profiles, dealing with customers and meeting expectations
  • customer communication - including active listening, face-to-face, online, telephone and written communication
  • health and safety practices, standards and legislation within a retail environment

None specified.

Before taking their end-point assessment apprentices must:

  • achieve level 1 English and maths (equivalent to GCSEs at grades D to G)
  • take the test for level 2 English and maths (equivalent to GCSEs at grades A* to C)
Professional registration

None specified.