Retail Sales

WorldSkills Occupational Standards (WSOS)

Occupation description and WSOS

The name of the skill competition is

Retail Sales

Description of the associated work role(s) or occupation(s)

Retail sales have a prominent place in national labour markets and economies. With new communications technology, they increasingly transcend national and continental borders, as dictated by consumer demand, price and supply. Without retailing, producers would lose sales opportunities and lack vital market intelligence to drive their businesses. In the face of new and disruptive technologies, it is essential to grow awareness of the importance of retail sales to all countries’ social and economic fabric, locally, and through thriving towns and cities. Retail sales offer direct, social, physical and interactive opportunities for customers, increasingly adapting to the onset of online sale through both cooperation and competition. For manufacturers and producers, they preserve autonomy, healthy market conditions, and opportunities to adapt and grow, based on direct consumer feedback.

Retail sales contain several specialisms, to which more are constantly being added through online sales and services. Among these occupations the role of store or shop retailer is distinct for its intense focus on the individual customer and consumer, their experience and satisfaction, and the repeat sales that stem from this. To be successful, the salesperson requires retailing knowledge, understanding and expertise, together with insight, verbal fluency, integrity and maturity. Increasingly they must use these attributes to respond positively to ethnic and social diversity, and the ways in which diversity impacts on all stages of retail sales.

The challenge to the retailer to be competent and capable is broadening and deepening very quickly; those unable to respond through initial and continuing development have limited futures. The customer is increasingly able to compare merchandise and services from shopping around and browsing online. The retailer must be able to exceed this knowledge and offer a special opportunity or service that will capture the sale. According to the type of merchandise, this may require, for example, establishing or maintaining brand loyalty, dependability, responsiveness, or efficient after-sales service. Ambience is also important, as are communication skills. The salesperson must understand their customer base, respond positively, and build sales through the nature and quality of the shopping experience, word of mouth, and the growth of merchandise, services, and value.

As more purchasing happens online, retailing must cooperate and collaborate, as well as compete, with new patterns of customer behaviour. While the retailing role is largely face-to-face or direct, the relationship with the customer is no longer exclusive, or necessarily end-to-end from greeting to packing. Retail is finding ways of co-existing or collaborating with new technologies: recognizing that shopping may be a recreation attracted by an inviting ambience, appropriate to the merchandise on offer, and extra services to retain the customer. Click and collect is a clever way of drawing in customers; some stores offer online and direct purchasing simultaneously. Self-serving terminals and hand-held devices may work well with quick purchases of small items.

Consumption, waste and environmental harm represent a threat to the image and nature of retailing, and therefore an opportunity to responsible producers, wholesalers and retailers. Food packaging and waste need urgent addressing, as does the waste that underpins fashion retailing. Where customers prefer paid experiences to purchasing, retailers may decide to offer these.

Because of all these challenges, the future role of the retail salesperson depends on their ability and preparedness to make sustainable choices. This represents a very positive opportunity for talented young people.

The WorldSkills Occupational Standards (WSOS)

General notes on the WSOS

The WSOS specifies the knowledge, understanding, skills, and capabilities that underpin international best practice in technical and vocational performance. These are both specific to an occupational role and also transversal. Together they should reflect a shared global understanding of what the associated work role(s) or occupation(s) represent for industry and business (www.worldskills.org/WSOS).

The skill competition is intended to reflect international best practice as described by the WSOS, to the extent that it can. The Standard is therefore a guide to the required training and preparation for the skill competition.

In the skill competition the assessment of knowledge and understanding will take place through the assessment of performance. There will only be separate tests of knowledge and understanding where there is an overwhelming reason for these.

The Standard is divided into distinct sections with headings and reference numbers added.

Each section is assigned a percentage of the total marks to indicate its relative importance within the Standards. This is often referred to as the “weighting”. The sum of all the percentage marks is 100. The weightings determine the distribution of marks within the Marking Scheme.

Through the Test Project, the Marking Scheme will assess only those skills and capabilities that are set out in the WorldSkills Occupational Standards. They will reflect the Standards as comprehensively as possible within the constraints of the skill competition.

The Marking Scheme will follow the allocation of marks within the Standards to the extent practically possible. A variation of up to five percent is allowed, if this does not distort the weightings assigned by the Standards.

WorldSkills Occupational Standards

Section		Relative importance (%)
1	Work organization and management	10
	The individual needs to know and understand: The legal basis of retailing The range and nature of companies' policies and procedures The brand and brand values that underpin each retailer The shop, store or parent organization's expectation of an employee The scope and range of duties assigned, formally and informally Reasonable expectations of appearance and demeanour Principles and applications of team working Requirements and expectations for business continuity and handover Health, hygiene, safety and security requirements, alongside considerations for oneself and others The primacy of customer needs and satisfaction The importance of up-to-date and accurate knowledge of trends, products and services Principles and methods for using time efficiently and effectively. The attributes and behaviours that underpin successful sales, such as dependability, responsibility, integrity and results orientation The significance of retailing’s role in adding or detracting from environmental awareness and sustainable practice.
	The individual shall be able to: Arrive for work on time and fully prepared to carry out expected and discretionary duties Expect briefing and guidance from supervisors and other personnel to ensure business continuity Organize, plan and prioritize work, individually and within teams and groups Maintain constant alertness to the health, safety and security of staff and customers Continuously prioritize customer service, helping to avoid or lessen delays and dissatisfaction Use appropriate times to maintain stock levels, orderliness and the store's appearance Take opportunities to update and extend knowledge of existing and new products and services Brief other personnel when leaving work to ensure business continuity Minimise waste and environmental impact from commercial practices Engage customers with products’ health and environmental features, and their sustainability.
2	Market research and business development	10
	The individual needs to know and understand: The areas and aspects of retailing that the store or service fits within or relates to Basic business principles for planning resource allocation and coordination human resources and leadership production and sales methods team leadership The data requirements of retail for business operations and development Principles and methods for showing, promoting and selling products or services, including marketing strategy and tactics product demonstrations sales techniques sales control systems Brand, culture and sensitive issues and vulnerabilities Standards, procedures, terminology and routines The functions and operational requirements of ICT hardware and software, from a user's perspective to include web pages internet browsing software databases peripherals including handheld devices customer relationship management software display, graphics and presentation software point of sale software office suite software, including electronic mail project management software The role and impacts of ICT as an ambient factor, especially as it affects customer need, access, choice, and perceptions The significance of customer loyalty programmes such as customer cards, vouchers, apps, for customers and the company The importance and influence of a positive shopping experience The structure and value of a current customer file
	The individual shall be able to: Represent positively the required brand and culture publicly and internally Actively maintain and update knowledge of products and services sales and promotions, policies regarding payment, exchanges and refunds security practices Process information to support the work role and business Use customer and other types of data analysis for product range, store layout, and improved customer service Contribute ideas and suggestions to help inform management decisions Maintain records of sales, digitally and by other methods Use enquiries data to inform decisions on stock, orders and turnover Make decisions and solve problems within one's authority or discretion Use ICT to support and enhance efficiency and effectiveness Monitor processes, materials and surroundings Judge the qualities of products, services and people Undertake physical tasks, including handling and moving objects with care Keep up with laws and regulations to maintain and apply as appropriate.
3	Communication and interpersonal skills including customer care	35
	The individual needs to know and understand: The nature and requirements for communication and self-presentation when working directly with the public The nature of social perceptiveness and service orientation Principles and techniques for building and maintaining trust and integrity Principles and methods for influencing others while exercising integrity Principles and processes for providing customer and personal services: needs assessment quality standards evaluation of customer satisfaction Principles and techniques for active listening open questioning effective speaking influencing persuading negotiating Opportunities for and approaches to additional sales and up-selling Principles and techniques for gathering processing analysing and evaluating information and data. Principles and techniques for indirect communication, such as telephone, electronic mail, and text Principles and techniques for briefing, training and coaching others Principles and techniques for liaison and coordination with other parts of the organization.
	The individual shall be able to: Greet customers and ascertain each customer's wants or needs, taking personal, cultural, and other relevant factors into account Answer questions regarding the store and its merchandise Gather customer or product information to determine a customer's needs Identify and assist customers with particular needs Recommend, select or locate and obtain merchandise based on customers' needs and wants Describe merchandise and explain its uses, operation and care Explain and interpret the meaning of specific or technical information considering the environmental and sustainable impact of the merchandise Use hand-held devices to support the sales process Carry out the technical processes required for particular merchandise or services, such as dimensions and measurements codes and symbols alternative international information and signs Use enquiries data to support sales and/or call other stores, departments or suppliers to find desired items Help customers to try on or fit merchandise Prepare merchandise for purchase or rental Bag or package purchases, including gift wrapping Undertake or arrange for specialist packing of merchandise Place special orders Explain and arrange for aftersales services Invite feedback from customers Take opportunities to make additional sales Exchange merchandise and accept returns Follow through commitments made to customers, keeping them informed as promised and helpful Offer company loyalty programmes to customer and collect customer data Negotiate with or others or refer to more senior personnel to optimize solutions and resolve conflicts Manage complaints and requests professionally, within the organization's policy Communicate with customers, supervisors, or line managers and other personnel, directly and indirectly Brief, train and coach other personnel within one's areas or responsibility.
4	Ambience and display of products and services	12
	The individual needs to know and understand: The nature of the brand, image and unique selling points of the merchandise to be promoted Policy and budget constraints and opportunities available for ambience, display and promotion The scope and limits of the area(s) in which merchandise and services can be displayed, in relation to space visibility, impact and appropriateness position, stability, accessibility and risk Principles and methods for prioritizing and scheduling promotions and displays, such as merchandising cycles trends and fashion special offers and reductions special events and themes major promotions by the organization or supplier Design concepts, principles and applications ICT software for designing 2D and 3D displays Principles and methods for monitoring and evaluating the cost-effectiveness and impact of the display.
	The individual shall be able to: Deploy suitable lighting, background music, and other techniques to create a positive shopping experience Identify and optimize the constraints and opportunities for promotion and displays Schedule and plan for a succession of displays, to maximize effect and minimize disruption Appraise the areas in which displays may be set up, using space to optimal effect Using ICT as appropriate, design, draft and consult on alternative displays Cost, acquire or make all components of the selected displays, including merchandise, props and mounts, labels and information Select and use equipment and tools with expertise and attention to the safety of all Set up displays, taking all precautions to prevent harm and damage during installation and use Ticket, arrange and display merchandise according to plan Set up arrangements for feedback and evaluation in terms of customer enquiries and sales Monitor displays regularly for freshness, making minor repairs or replacements as necessary Take down displays, avoiding disruption, damage and risk of harm to others Recycle and/or dispose of display merchandising, equipment and materials.
5	Care and management of products	13
	The individual needs to know and understand: The lifetimes and life cycles of various merchandising on account of seasons freshness decay durability updating recall the codes, barcodes, and other information used in product labelling, tracking systems, and sales Supply chains and sources Methods for monitoring stock supplies and turnover, according to their type Ordering and delivery cycles, and methods for estimating demand Acceptable techniques for optimizing turnover to minimize waste and loss Principles for sustainability, and methods for minimizing waste, recycling and waste disposal Methods for monitoring and minimizing financial loss from unsold products and services, including arrangements with community groups and specialist recycling organizations Methods for minimising and responding to theft and damage The importance of health and environmental compatibility of goods, as well as their sustainability...
	The individual shall be able to: Monitor the ratio of stock to sales, overall and in detail Adjust the frequency and types of merchandise ordered to maximise efficiency and turnover Take delivery of stock, checking for correctness and completeness Inventory stock, store and set out for sale Routinely monitor and rearrange merchandise to optimize its flow Routinely clean and keep tidy shelves, counters, tables and floors, with particular attention to vulnerable areas Report wear, and tear, looseness and the need for replacement Remove merchandise no longer for sale, according to type, and replace or rearrange the space to avoid empty space Prepare the merchandise according to its needs for alternative use or recycling Maintain records of recycling or disposal to facilitate greater efficiency and sustainability.
6	Finance, records, and security	10
	The individual needs to know and understand: The financial risks associated with fraudulent payments and scams Administrative procedures, including the use of databases and spreadsheets Principles for the management of files and records The basic terms for financial accounting Hourly, daily, weekly, monthly and annual financial routines The nature and purpose of various financial records The arrangements for safeguarding money and personnel when in transit Data security and privacy protection regulations Principles and measures for maintaining the security of financial records customers' data IT systems Principles and procedures for identifying and following up anomalies, discrepancies, vulnerabilities, procedural breaches and security concerns How to react in emergencies or crises.
	The individual shall be able to: Estimate required quantities and costs of merchandising Offer different options for payment Calculate sales prices, total purchases, and receive and purchase cash or credit payments Handle customer data and company information in accordance with regulations of data security and privacy protection to prevent potential data breaches Identify and address potential and actual fraudulent payments through cash, cards, or other means Open and close cash registers where in use in order to count money separate slips, coupons, and vouchers balance cash drawers make deposits Prepare sales slips, invoices, confirmations, receipts, or contracts Estimate and quote trade-in allowances, and discounts Estimate and quote deferred payment arrangements Estimate and quote for costs of repairs or alterations to merchandise Sell or arrange for delivery insurance financing service contracts Explain rental terms for merchandising to customers Complete rental arrangements for customers Watch for and recognize security risks and thefts Take measures to prevent security risks and thefts Address security risks and thefts as they occur Deal with emergencies or crises according to the procedures to ensure customers’ and staff’s safety Refer complex situations to supervisors, line managers, or specialists, as required.
7	Digital sales and services	10
	The individual needs to know and understand: The motivation and reasons for online purchasing Principles and methods for continuing interaction with computers, terminals, websites, other electronic devices, and large-scale ICT systems Principles and techniques for information and data processing Online communication and delivery techniques, including voicemail, click and collect, and text Procedures for executing sales and other transactions online Principles and methods for addressing customers' issues that have originated online.
	The individual shall be able to: Calculate purchase subtotals, taxes and delivery costs for submissions to customers Create, manage or automate orders or invoices, using order management or invoicing software Assist online enquiries regarding merchandising for offer on web sites Send online confirmation of completed transactions and shipments Receive merchandise through click and collect deliveries, check that they match the orders, and store safely Check the identities of customers wishing to collect merchandise ordered online Maintain databases of customer accounts Correspond with online customers via electronic mail, telephone or other electronic messaging to address questions or complaints about products, policies or delivery methods Cancel orders based on customer requests, or inventory or delivery problems Make personalized recommendations based on customer information and real-time product information Assist the promotion of online shopping to support customer choice and convenience Contribute as appropriate to interactive in-store experiences for customers. Take account of online information and offers to support customer choice and purchasing.
	Total	100

References for industry consultation

General notes

WorldSkills is committed to ensuring that the WorldSkills Occupational Standards fully reflect the dynamism of internationally recognized best practice in industry and business. To do this WorldSkills approaches a number of organizations across the world that can offer feedback on the draft Description of the Associated Role and WorldSkills Occupational Standards on a two-yearly cycle.

In parallel to this, WSI consults three international occupational classifications and databases:

ISCO-08: (http://www.ilo.org/public/english/bureau/stat/isco/isco08/)
ESCO: (https://ec.europa.eu/esco/portal/home )
O*NET OnLine (www.onetonline.org/)

References

This WSOS is classified within ISCO-08 Unit Group 5221: Shopkeepers (p. 258) and 5223: Shop Sales Assistants (p. 259)

In greater detail it closely relates to O*NET 41-2031: Retail Salespersons: https://www.onetonline.org/link/summary/41-2031.00

Also, to ESCO 522: Shop Salespersons: https://data.europa.eu/esco/isco/C522 or search by occupational title.

Unfortunately no feedback was received from business and industry for WorldSkills Shanghai 2026.