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Working Knowledge
The first national scheme to rationalise retail qualifications will soon enter its third year, but how familiar are retailers with exactly what it is, or what it offers? We take an in-depth look at the National Skills Academy for Retail and some of its success stories.
The Basics: What is the NSA for Retail?
Considering it is the UK's largest private industry sector, it is surprising that it took until 2009 to develop a national framework for retail qualifications. However, until the National Skills Academy for Retail was launched, there was no standard way for retail employees to improve their skills to make themselves more attractive to potential employers. Meanwhile, training and development was produced at company level, rather than on an industry level.
The academy was the result of four years' worth of work by Skillsmart Retail, the sector skills council for retail and the body responsible for upping the skill levels of retailers throughout the country. It provides access to consistent, quality training for retail businesses, employees and the future retail workforce.
The training courses are delivered through a network of "skills shops" in shopping centres and high streets across the UK - as well as a number of virtual skills shops (see below for details). Although each retail skills shop across the UK is unique and responsive to the specific needs of its area, they are all supported by the National Skills Academy for Retail team to ensure consistency and quality. They offer a core service to retail employees including training, careers guidance and help getting work experience placements.
With the launch of the Academy, the retail skills system became a lot easier to navigate. There are now just three categories of retail qualifications: job-related, licence to practice (such as awards in food safety) and getting into retail.
Within each of these categories, there are nine levels which are equivalent to standard academic qualifications such as GCSEs, A-levels and degrees.
Retail Skills Shops: What are they and where are they?
A retail skills shop is a local walk-in centre for retail training. These are operated on a day-to-day basis by a partnership of local retailers, developers, training providers and other stakeholders. They are based on high streets and in shopping centres, along with a number of virtual shops accessible online. They are operated by trained staff who offer free advice and suggest courses and learning opportunities to retail employers, employees and those seeking to work in retail.
Advice can be given free-of-charge to all employers and employees. Specific courses and training schemes tailored to individual retailers are priced at competitive rates and all qualifications gained from these courses are recognised throughout the retail sector. Many of the training programmes and qualifications on offer can be part or fully funded by local government.
The Skillsmart connection
The National Skills Academy for Retail is a subsidiary of Skillsmart Retail, the Sector Skills Council for Retail.
Skillsmart Retail and the National Skills Academy for Retail work together to act as a catalyst to increase investment in skills to improve productivity and profitability of retail, set industry-wide standards for retail skills and career paths to enhance the reputation of retail careers; deliver products and services which are fit-for-purpose and accessible to all and operate a sustainable business that promotes continuous professional development in retail.
Jane Rexworthy, head of the National Skills Academy for Retail (pictured right) commented: "Retail is the largest private sector employer in the UK, with 2.77 million employees and a £325 billion turnover. For many communities retail is key to the local economy, which is why it is so important for us to offer a service based on the high street and shopping centres of towns and cities across the UK. These centres have become the first port of call for residents and retailers needing support and guidance for their training.
"To continue the success of the UK retail industry we need to ensure the right skills across the sector. From honing customer service to creating the 'wow' factor with visual merchandising, our network helps retailers be as successful and profitable as they can be. We believe this approach will help raise retail skills in the sector and promote retail as a career of choice to the next generation of retail employees."
Case study
April Bell
Retail Apprenticeship
The Source, Sheffield
Seventeen-year-old April Bell from Sheffield says that she lacked confidence when she joined Monica F Hewitt's florist in Meadowhall. She completed her Diploma in Floristry, but wanted to understand more about the retail side of the business. Since starting her Retail Apprenticeship, April says her confidence has increased tenfold.
Having left school early, April was nervous about her English and Maths skills, meaning she was reluctant to serve customers on the shop floor. Studying key skills as part of her apprenticeship, based around real-life practical situations, has really helped her flourish and embrace the tasks she was previously intimidated by.
April said: "I never really liked school and struggled working in a classroom, so when I was offered the opportunity to do an Apprenticeship, I thought it would be a great way to learn more and develop myself.
"Since starting my apprenticeship I have become more confident. Before, I didn't like speaking on the phone or to customers face-to-face because I was so shy but now I love speaking to people and helping them choose the perfect arrangement."
Working in a small team April gets a lot of responsibility including ordering flowers, serving customers and creating window displays. Her customer service has improved with her new found confidence, and many customers now come into the store and ask for April specifically.
Over her apprenticeship, April has shown enthusiasm to learn and developed the self-belief to share her ideas. For example, she helped to develop a chart of flowers and their history for the other staff members to increase their product awareness and offer a personal approach to creating floral bouquets.
"I no longer see it as just 'work'; this is my career. I want to stay on at the florist I am working at for the time being, there are lots of fantastic opportunities for me and my colleagues. My real ambition is to become a head florist managing my own team and my own shop one day."
Case study
Coolings
Mary Portas Guide to Successful Retailing
Coolings is an independent, family run garden centre group based in Kent that started trading in 1912. Coolings contacted the National Retail Academy for Retail in May 2010 after investment in a new gift shop with restaurant and children's 'Nature Trail' was failing to produce a return on investment.
Gary Carvosso, managing director of Coolings said: "Before we were struggling to profit from some of our extra facilities. We envisaged the new gift shop would encourage customers to spend more on a visit but this wasn't the case; so we contacted the National Skills Academy for Retail for some business advice."
After an initial meeting at the centre, the National Skills Academy for Retail's trainer identified visual merchandising as the main area for improvement at the centre. As a result, eight of the centre's managers attended a one-day training course on how to create the "wow" factor in the store, using techniques such as colour blocking and product placement tailored to the garden centre. The session was based on the masterclass Creating Desire from the Mary Portas Guide to Successful Retailing.
Mr Carvosso said: "We couldn't be happier with the training we received. The trainer was professional and enthusiastic and clearly interested in our on-going success as a retailer in a changing world. The tips and advice given were specific to our business, could be easily implemented and have produced outstanding results.
"After the training we saw a 50% increase in sales in February 2011 compared to the previous year; which is incredible, especially when usually February is a hard month for garden centres. As well as this we were chosen for Which? members' top garden centre. This prestigious award really shows that the centre is at the top of its game".
