Unit of competency details

Unit descriptor 

This unit describes the performance outcomes, skills and knowledge required to profile a retail market.

Application of the unit 

This unit involves reviewing the image of the store, researching market demands, profiling store customers and implementing methods to attract customers to the store.

Prerequisite units 

Nil

Employability skills 

The required outcomes described in this unit contain applicable facets of employability skills. The Employability Skills Summary of the qualification in which this unit is packaged will assist in identifying employability skills requirements.

Elements describe the essential outcomes of a unit of competency.

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

ELEMENT 

PERFORMANCE CRITERIA 

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.

REQUIRED SKILLS AND KNOWLEDGE 

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

The following skills must be assessed as part of this unit:

• interpersonal communication 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

• literacy and numerical skills related to:

• reading and understanding store policy and procedures
• research
• data analysis
• generating reports

• collaboration and teamwork.

The following knowledge must be assessed as part of this unit:

• store policy and procedures in regard to:

• accessing documentation
• promoting store image

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

EVIDENCE GUIDE 

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.

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

Assessing employability skills 

Employability skills are integral to effective performance in the workplace and are broadly consistent across industry sectors. How these skills are applied varies between occupations and qualifications due to the different work functions and contexts.

Employability skills embedded in this unit should be assessed holistically in the context of the job role and with other relevant units that make up the skill set or qualification.

RANGE STATEMENT 

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.

Sector 

Cross-Sector

Competency field 

Marketing and Public Relations