- SIRXMPR001A - Profile a retail market
Profile a retail market
This unit involves reviewing the image of the store, researching market demands, profiling store customers and implementing methods to attract customers to the store.
Elements and Performance Criteria
Review the image of the store.
Analyse the components of the store image.
Access and analyse relevant store documentation in relation to store image.
Promote the store image in an appropriate manner.
Research market demands for the store.
Select an appropriate area for research of market demands.
Use appropriate market research techniques according to store policy.
Plan market research according to store policy and procedures.
Collect, analyse and present data in an appropriate manner.
Profile the store's customers.
Research the demography of the store's customers.
Develop a demographic profile.
Access information about changing trends and relate to customer demands.
Implement methods to attract customers to store.
Access and analyse information about the customer.
Generate ideas to develop methods for attracting customers.
Select and develop a suitable idea in collaboration with others in the organisation.
Present and discuss the idea with relevant personnel.
Evaluate the idea to ensure that it meets the requirements for the target customers.
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
collaboration and teamwork.
The following knowledge must be assessed as part of this unit:
store policy and procedures in regard to:
promoting store image
market research methods
creative thinking techniques
techniques in interpersonal communication.
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
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
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.
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:
promotional events and themes.
Store documentation may include:
Appropriate areas for research may focus on:
Market research techniques may include:
Store policy may relate to:
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:
cultural and ethnic background
Changing trends may include:
advances in technology.
Customer demands may vary according to:
Ideas may be generated using techniques such as:
mind mapping, drawings
Methods for attracting customers may include:
new product launches
Relevant personnel may include:
Methods used to evaluate ideas may include:
discussing the process with colleagues or supervisors
writing a report of the outcomes.
Marketing and Public Relations
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.