Unit of competency details

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Element 

Performance Criteria 

Elements describe the essential outcomes of a unit of competency.

Performance criteria describe the performance needed to demonstrate achievement of the element. Where bold italicised text is used, further information is detailed in the required skills and knowledge section and the range statement. Assessment of performance is to be consistent with the evidence guide.

1. Review the image of the store.

1.1.Analyse the components of the store image .

1.2.Access and analyse relevant store documentation  in relation to store image.

1.3.Promote the store image in an appropriate manner.

2. Research market demands for the store.

2.1.Select an appropriate area for research  of market demands.

2.2.Use appropriate market research techniques  according to store policy .

2.3.Plan market research according to store policy and procedures.

2.4.Collect, analyse and present data  in an appropriate manner.

3. Profile the store’s customers.

3.1.Research the demography of the store’s customers .

3.2.Develop a demographic profile .

3.3.Access information about changing trends  and relate to customer demands .

4. Implement methods to attract customers to store.

4.1.Access and analyse information about the customer.

4.2.Generate ideas  to develop methods for attracting customers .

4.3.Select and develop a suitable idea in collaboration with others in the organisation.

4.4.Present and discuss the idea with relevant personnel .

4.5.Evaluate  the idea to ensure that it meets the requirements for the target customers.

This section describes the essential skills and knowledge and their level, required for this unit.

Required skills 

• interpersonal skills to:

• carry out market research
• generate ideas and discuss with relevant personnel through clear and direct communication
• ask questions to identify and confirm requirements
• use language and concepts appropriate to cultural differences
• use and interpret non-verbal communication
• collaborate with team members

• literacy and numeracy skills to:

• interpret store policy and procedures
• conduct research
• analyse data
• generate reports

Required knowledge 

• store policy and procedures in regard to:

• accessing documentation
• promoting store image

• market research methods
• evaluation methods
• creative thinking techniques
• techniques in interpersonal communication

The evidence guide provides advice on assessment and must be read in conjunction with the performance criteria, required skills and knowledge, the range statement and the Assessment Guidelines for this Training Package.

Critical aspects for assessment and evidence required to demonstrate competency in this unit 

Evidence of the following is essential:

• analyses components of the store image by accessing relevant store documentation
• promotes the store image in an appropriate manner
• researches market demands using appropriate market research techniques
• accurately profiles store customers
• generates ideas for attracting customers to store
• selects and develops a suitable idea in collaboration with others
• presents and discusses idea with supervisor
• evaluates idea to ensure that it meets requirements for target customers
• implements the idea according to store policies and budgetary requirements.

Context of and specific resources for assessment 

Assessment must ensure access to:

• a retail work environment
• relevant documentation, such as:

• store policy and procedures manuals
• store documentation in relation to store image
• market data.

Methods of assessment 

A range of assessment methods should be used to assess practical skills and knowledge. The following examples are appropriate for this unit:

• observation of the candidate in the workplace
• third-party reports from a supervisor
• case studies
• research reports
• written or verbal questioning to assess knowledge and understanding
• review of portfolios of evidence and third-party workplace reports of on-the-job performance.

Guidance information for assessment 

Holistic assessment with other units relevant to the industry sector, workplace and job role is recommended.

The range statement relates to the unit of competency as a whole. It allows for different work environments and situations that may affect performance. Bold italicised  wording in the performance criteria is detailed below.

Components of the store image  may include:

• logo
• products
• services
• layouts
• displays
• tickets
• visual merchandising
• promotional events and themes.

Store documentation  may include:

• sales reports
• customer surveys
• market research.

Appropriate areas for research  may focus on:

• location
• consumer
• product
• brand
• price
• layout
• advertising.

Market research techniques  may include:

• interviews
• observations
• surveys
• questionnaires.

Store policy  may relate to:

• marketing
• market research.

Data  may include:

• internal: customer orders, random surveys, complaints, returns
• external: ABS statistics, books, newspaper reports, supplier information.

Customers  may include:

• new or repeat contacts
• external and internal contacts
• business customers or individuals
• customers with routine or special requests
• people from a range of social, cultural and ethnic backgrounds and with varying physical and mental abilities.

Demographic profile  may include:

• age
• buying power
• family structures
• employment patterns
• education levels
• tourism
• mobility
• occupations
• marital status
• cultural and ethnic background
• income levels
• population size.

Changing trends  may include:

• tourism
• immigration
• technology
• selling approaches
• leisure time
• environmental issues
• discount operators
• quality demands
• advances in technology.

Customer demands  may vary according to:

• preference
• health factors
• age
• cultural group
• dietary issues
• price.

Ideas  may be generated using techniques such as:

• product association
• brainstorming
• visualising
• telling stories
• creative writing
• lateral thinking
• mind mapping, drawings
• using prompts.

Methods for attracting customers  may include:

• advertising
• seasonal promotions
• new product launches
• public relations
• publicity.

Relevant personnel  may include:

• team leader
• supervisor
• manager.

Methods used to evaluate  ideas may include:

• developing checklists
• discussing the process with colleagues or supervisors
• writing a report of the outcomes.