Primary function

The main function of the store manager role is simply to run a successful store. The specific parameters for success may vary from one business to another, but will generally revolve around delivering customer satisfaction, achieving sales and profitability goals, and building and maintaining a strong in-store team.

Necessary hard/soft skills

Above all else, the store manager is a leader. They must inspire their team to provide the highest standard of customer service, while motivating them to work together to achieve financial targets. This requires them to be superb people managers with excellent interpersonal skills, able to adapt their tone and approach to get the most out of those on their teams. Performance-driven, they must be strong salespeople, enthusiastic about the product they sell, and with the ability to communicate this enthusiasm to customers and team members alike. Furthermore, the store manager must be resourceful, capable of solving problems on the fly and multitasking to maintain high levels of service even during the busiest shopping periods. As business leaders, they need to be commercially aware and capable of maximising their team’s abilities to hit or exceed store targets. Given the wide-ranging nature of the store manager role, they must also be effective delegators, able to make the right call on who should carry out key duties such as stock-taking and working the tills.

Qualifications required

Experience has traditionally been the most important factor in landing a store manager role, with successful candidates typically having previous experience as a store manager, or at least as an Assistant store manager. However, an increasing number of retailers now offer graduate schemes for prospective store managers. Degrees in any field are sufficient to enter the profession, but those in relevant fields such as business, fashion, or marketing may be beneficial.