Retail WSQ Competency Map
Industry Key Purpose
Industry sectors covered
Typical Job Titles
To meet customer needs and expectations for excellent
product and service delivery through a vibrant, competitive,
efficient and effective retail sector supported by a well trained,
motivated and committed workforce
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MANAGERIAL LEVEL
Shop Manager, Merchandising Manager, Operations Manager, Chain
Store Manager, Department Manager, Commercial Manager, Area
Manager, Store Manager
Department stores
Supermarket
Clock & Watch
Petroleum Retail
CORE
Qualification Titles
Diploma in Retail
Management
Advanced Certificate in
Retail Supervision
Certificate in Retail
Operations
Competency Category
Descriptor
Visual Merchandising
Comprises of all the activities that
focus on the presentation of
products, environments and spaces
into a stimulating and engaging
display that encourage the sale of
products or services.
Merchandising & Marketing
Consists of all the activities involved
in acquiring, classifying, promoting
and presenting appropriate
quantities of goods and services at
the right time, prices and places that
enable retailers to attain their goals.
Sales & Customer Services
Includes activities associated with
maximizing customer satisfaction
through a combination of personal
selling techniques, customer
communication strategies,
knowledge of products and services
and improvement of products and
services.
DIPLOMA IN RETAIL MANAGEMENT
7 Core + 2 Electives (304hrs / 30CV 344hrs / 34CV)
with max 1 Elective from Generic Skills
1.Retailing and the economy (24hrs / 2CV)
2.Manage marketing strategies (32hrs /
3CV)
3.Manage merchandising and store
presentation (40hrs / 4CV)
4.Manage finance for retail operations
(48hrs / 5CV)
5.Lead and manage work teams (40hrs /
4CV)
6.Manage service operations (40hrs /
4CV)
7.Manage human resources to achieve
service excellence (40hrs / 4CV)
ADVANCED CERTIFICATE IN RETAIL
SUPERVISION
5 Core + 4 Electives (206hrs / 20CV 272hrs / 26CV)
with max 1 Elective from Generic Skills
1.Provide marketing and promotion
support (24hrs / 2CV)
2.Monitor visual merchandising
presentation (24hrs / 2CV)
3.Control and maintain stock (32hrs / 3CV)
4.Supervise retail operations (32hrs / 3CV)
5.Supervise retail staff (40hrs / 4CV)
Store Operations
Involves all of the activities that
ensure the appearance, safety,
comfort and convenience of the
retail store. These activities include
maintaining the appearance of all
interior and exterior facilities,
equipment, stock movement, pricing,
storage, security risk management,
physical resource planning and
control and performance
measurement.
Support Services
Comprises the group of activities
that underpin and sustain the
success of major frontline retail
activities such as sales and
customer service, store operations,
merchandising and marketing.
These underpinning activities
include office practices, retail
information technology services,
accounting and finance, human
resource planning and
organizational policy.
Generic Skills
Involves all of the activities that
enhances the customer experience
as well as ensuring the safety and
comfort of customers in a retail
environment.
CERTIFICATE IN RETAIL
OPERATIONS
3 Core + 5 Electives (108hrs / 11CV 196hrs / 17CV)
with max 1 Elective from Generic Skills
• Furniture
• Jewellery
• Fashion & Apparel
COMPETENCY CATEGORY
MAP SUMMARY
Core Units:
Elective Units:
Total Units:
15
78
93
OPERATIONS LEVEL
Cashier, Retail Sales Assistant, Retail Assistant,
Sales Associate, Service /Pump Attendant, Sales
Promoter
ELECTIVE
Visual Merchandising
1. Maximise utilisation of retail space (32hrs / 3CV)
2. Develop and implement creative concepts for visual merchandising
(32hrs / 3CV)
3. Apply CAD for visual collaterals (32hrs / 3CV)
Merchandising & Marketing
1. Contribute to the buying of merchandise (24hrs / 2CV)
2. Buy merchandise (40hrs / 4CV)
3. Control inventory (32hrs / 3CV)
4. Manage promotional activities (32hrs / 3CV)
5. Manage marketing through social media (32hrs / 4CV)
Sales & Customer Service
1. Manage an online retail business (32hrs / 3CV)
2. Manage sales operations (40hrs / 4CV)
Store Operations
1. Manage and maintain store facilities (32hrs / 3CV)
2. Set up a retail business (40hrs / 4CV)
3. Develop / Co-develop store security policies and procedures (16hrs /
2CV)
4. Manage compliance with food and beverage safety and hygiene policies and
procedures (26hrs / 3CV)
5. Manage workplace safety and health systems (24hrs / 2CV)
Support Services
1. Manage retail administration (24hrs / 2CV)
2. Manage staff training and assessment (24hrs / 2CV)
3. Manage customer relationships (CRM) in a retail environment (32hrs / 3CV)
4. Manage retail productivity (30hrs / 3CV)
Generic Skills
max 1 Elective
1. Leadership and People Management WSQ
2. Service Excellence WSQ
3. Employability Skills WSQ
Visual Merchandising
1. Provide fashion styling with brand alignment (24hrs / 2CV)
2. Illustrate store layout and planogram using design software (32hrs / 3CV)
3. Draw planogram and store layout (32hrs / 3CV)
Merchandising & Marketing
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Sales & Customer Service
1. Co-ordinate interaction with customers (24hrs / 2CV)
2. Conduct skin care consultation and provide advice on the use of skin
care products (32hrs / 3CV)
3. Design and apply make-up (32hrs / 3CV)
4. Identify and grade diamond (40hrs / 4CV)
5. Identify gemstone (40hrs / 4CV)
6. Identify jadeite (20hrs / 2CV)
7. Assess value of jewellery (16hrs / 2CV)
8. Design jewellery using hand-drawing techniques (40hrs / 4CV)
Store Operations
1. Supervise housekeeping standards (8hrs / 1CV)
2. Maintain store security (16hrs / 2CV)
3. Supervise petroleum retail operations (24hrs / 2CV)
4. Perform wet stock (fuel) inventory and tanker discharge duties (16hrs / 2CV)
5. Conduct food and beverage hygiene audit (26hrs / 3CV)
6. Maintain workplace safety and health policies and procedures (24hrs / 2CV)
Support Services
1. Comply with legal requirements at the workplace (40hrs / 4CV)
2. Lead and facilitate productivity improvement (24hrs / 2CV)
3. Conduct competency-based assessment (14hrs / 1CV)
4. Prepare and conduct on-the-job training (21hrs / 2CV)
5. Prepare and facilitate classroom training (21hrs / 2CV)
Generic Skills
max 1 Elective
1. Leadership and People Management WSQ
2. Service Excellence WSQ
3. Employability Skills WSQ
Visual Merchandising
1. Handle merchandise display (24hrs / 2CV)
Merchandising & Marketing
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Sales & Customer Service
1. Apply colour theory (8hrs / 1CV)
2. Handle retail after-sales service (16hrs / 2CV)
3. Perform point-of-sale operations (24hrs / 2CV)
4. Perform product demonstration (24hrs / 2CV)
5. Provide advice on furniture products (16hrs / 2CV)
6. Provide advice on electrical and electronic products (16hrs / 2CV)
7. Provide advice on fashion and apparels (16hrs / 2CV)
8. Provide advice on lingerie (16hrs / 2CV)
9. Provide advice on footwear (16hrs / 2CV)
10.Provide advice on baby products (24hrs / 2CV)
11.Provide advice on make-up products (16hrs / 2CV)
12.Provide advice on skin care products (16hrs / 2CV)
13.Provide
14.Provide
15.Provide
16.Provide
17.Provide
18.Provide
19.Provide
20.Provide
21.Provide
22.Provide
23.Provide
24.Provide
Store Operations
1. Handle product storage operations – fresh produce (24hrs / 2CV)
2. Handle product storage operations – fresh meat (24hrs / 2CV)
3. Handle product storage operations – seafood (24hrs / 2CV)
4. Respond to petroleum retail station emergencies (16hrs / 2CV)
5. Perform petroleum retail station duties (24hrs / 2CV)
6. Perform stock control operations (16hrs / 2CV)
7. Apply security practices (16hrs / 2CV)
8. Follow food and beverage hygiene policies and procedures (14hrs / 1CV)
9. Comply with workplace safety and health policies and procedures (16hrs /
2CV)
10.Perform workplace first aid (26hrs / 3CV)
Support Services
1. Work effectively in the retail environment (12hrs / 1CV)
2. Cultivate productivity and innovative mindset (16hrs / 2CV)
Generic Skills
max 1 Elective
1. Service Excellence WSQ
2. Employability Skills WSQ
1.Maintain professional image (12hrs /
1CV)
2.Interact with customers (24hrs / 2CV)
3.Sell products and services (32hrs /
3CV)
LEGEND
Retail Units
Imported Units
Generic Skills Units
SUPERVISORY LEVEL
Supervisor, Foreperson, Forecourt Captain, Team
Leader, Senior Sales Assistant, Retail Supervisor
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body care products (16hrs / 2CV)
fragrance products (16hrs / 2CV)
wines (16hrs / 2CV)
deli products (8hrs / 1CV)
dairy products (8hrs / 1CV)
seafood products (8hrs / 1CV)
meat products (8hrs / 1CV)
clock and/or watch products (24hrs / 2CV)
precious metals (16hrs / 2CV)
diamond products (24hrs / 2CV)
gemstone products (32hrs / 3CV)
jadeite products (16hrs / 2CV)
17 August 2011