CURRICULUM

FOR THE TRADE OF

RETAIL SALES ASSOCIATE

UNDER
APPRENTICESHIP TRAINING SCHEME (ATS)

GOVERNMENT OF INDIA
MINISTRY OF SKILL DEVELOPMENT& ENTREPRENURESHIP
DIRECTORATE GENERAL OF TRAINING

1
 CONTENTS

Sl. Topics Page No.

No.
1. Background 3-4
1.1 Apprenticeship Training under Apprentice Act
1961
1.2 Changes in Industrial Scenario
1.3 Reformation

2. Rationale 5
3. Job roles: Description 6
4. General Information 7
5. Course Structure 8
6. Syllabus 9-28

6.1 Basic Training – Retail Trainee Associate

6.2 Model Curriculum – Retail Trainee Associate
6.3 Equipment List – Retail Trainee Associate
6.4 Employability and Entrepreneurship Skills
6.5 Apprenticeship Training (On-the-job training) –
Retail Sales Associate
6.6 Broad Training Outcomes

Assessment Standard 29-30

7.
7.1 Assessment Guideline

8. Further Learning Pathways 31

9. Annexure – I - Tools & Equipment for Basic Training 32
10. Annexure – II - Tools & Equipment for On-the-Job Training 33
11. Infrastructure for Apprenticeship Training 34
12. Guidelines for Instructor and Paper Setters 35

2
 1. BACKGROUND

1.1 Apprenticeship Training Scheme under Apprentice Act 1961

The Apprentices Act, 1961 was enacted with the objective of regulating
the programme of training of apprentices in the industry by utilizing the
facilities available therein for imparting on-the-job training. The Act
makes it obligatory for employers in specified industries to engage
apprentices in designated trades to impart Apprenticeship Training on
the job in industry to school leavers and person having National Trade
Certificate issued by National Council for Vocational Training (NCVT) to
develop skilled manpower for the industry. There are four categories of
apprentices namely; trade apprentice, graduate, technician and
technician (vocational) apprentices.
Qualifications and period of apprenticeship training of trade apprentices
vary from trade to trade. The apprenticeship training for trade apprentices
consists of basic training followed by practical training. At the end of the
training, the apprentices are required to appear in a trade test conducted
by NCVT and those successful in the trade tests are awarded the
National Apprenticeship Certificate.

The period of apprenticeship training for graduate (engineers), technician

(diploma holders and technician (vocational) apprentices is one year.
Certificates are awarded on completion of training by the Department of
Education, Ministry of Human Resource Development.

1.2 Changes in Industrial Scenario

Recently we have seen huge changes in the Indian industry. The Indian
Industry registered an impressive growth during the last decade and half.
The number of industries in India have increased manifold in the last
fifteen years especially in services and manufacturing sectors. It has
been realized that India would become a prosperous and a modern state
by raising skill levels, including by engaging a larger proportion of

3
apprentices, will be critical to success; as will stronger collaboration
between industry and the trainees to ensure the supply of skilled
workforce and drive development through employment. Various
initiatives to build up an adequate infrastructure for rapid industrialization
and improve the industrial scenario in India have been taken.

1.3 Reformation

The Apprentices Act, 1961 has been amended and brought into effect
from 22nd December, 2014 to make it more responsive to industry and
youth. Key amendments are as given below:

 Prescription of number of apprentices to be engaged at establishment

level instead of trade-wise.

 Establishment can also engage apprentices in optional trades which

are not designated, with the discretion of entry level qualification and
syllabus.

 Scope has been extended also to non-engineering occupations.

 Establishments have been permitted to outsource basic training in an

institute of their choice.

 The burden of compliance on industry has been reduced significantly.

4
 2. RATIONALE

Need for Apprenticeship in Retail trade

The retail sector has been at the helm of India’s growth story. The sector has
evolved dramatically from traditional village fairs, street hawkers, local Mom & Pop
stores to magnificent malls, online retail - growing from strength to strength by
providing an OMNIchannel shopping experience.

Retail is one of the largest contributor in terms of revenue, GDP and employment.
It is a “People Intensive” industry providing an unparalleled interactive experience,
and the Retail sales person is instrumental in offering this experience. Therefore,
it is imperative that the Retail Sales person:

1. Acquires knowledge of products and services to be sold at the store

2. Acquires knowledge of processes, policies and regulations with respect to
store operations
3. Is able to demonstrate products and help customers choose right products
4. Is able to provide specialist support to customers thereby facilitating
purchases
5. Is able to monitor and solve customer concerns thereby improving customer
relationship
6. Is able to provide personalized post-sales service support
7. Is able to create a positive image of self and organization in the customers
mind
8. Has the ability to use latest tools & equipment and is aware of the latest
advancements
9. Is able to communicate and behave in a professional manner when dealing
with customers, team members and superiors
10. Is able to maximize sale of goods and services
11. Is able to process credit applications for purchases

5
 3. JOB ROLE: REFERENCE NCO

A Retail Sales Associate is vital to delivering customer service that offers a

distinctive shopping experience and drives sales results. He/she interacts with
customers by giving specialized service and product demonstrations to maximise
business in a retail environment whilst striving for continuous improvements in
levels of services rendered.

He/she has to be knowledgeable about the products and services to be offered to

customers, maximise sale of goods, process credit applications for purchases,
maintain health safety and security. Demonstrate products to customers, help
customers choose right products, resolve customer queries and concerns, provide
specialist support to customers and also personalised sales and post-sales
support. He/she has to create a positive image of self and organization in the
customers mind, organize delivery of reliable service, promote continuous
improvement in customer service and work effectively in the team as well as the
organization.

Reference NCO: NCO-2015/5249.0301

6
 4. GENERAL INFORMATION

1. Name of the Trade : Retail Sales Associate

2. Duration of Apprenticeship Training

(Basic Training & Practical Training) : 14 months

3. Duration of Basic Training : 2 months (320 hours)

4. Duration of Practical Training

(On-the- job Training) : 12 months

5. Entry Qualification : Passed 10th class

6. Rebate : Trainees who are certified in “Retail

Trainee Associate” job role under
PMKVY: 2 months Basic Training

7. Selection of Apprentices : The apprentices will be selected as

per the guidelines specified in the
Apprenticeship Act amended time
to time.

7. Rebate for ITI passed trainees : N.A.

Note: Industry may impart training as per above time schedule, however this is not
fixed. The industry may adjust the duration of training considering the fact that all
the components under the syllabus must be covered. However, the flexibility should
be given keeping in view that no safety aspect is compromised and duration of
industry training to be remain as 1 year

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 5. COURSE STRUCTURE

Time 2 months 12 months

(in months)
Basic Training (Block I) Block- I -----

Apprenticeship Training ---- Block-II

(On-the-job training)
(Block II)

Components of Training Duration of Training in Months

1 2 3 4 5 6 7 8 9 10 11 12 13 14
Basic Training (Block I)
Apprenticeship Training
(Block II)

8
 6. SYLLABUS

6.1 BASIC TRAINING – RETAIL TRAINEE ASSOCIATE

BLOCK I
DURATION: 2 MONTHS (320 HOURS)

GENERAL INFORMATION

1. Name of Trade : Retail Trainee Associate

2. Hours of Instruction : 280 Hrs. + 40 Hrs. = 320 Hrs.

3. Batch size : 30

4. Space Norms : Lab size 200 sq.ft.

: Classroom size 300 sq.ft.

5. Examination : The examination/ assessment will

be held on completion of each block

6. Instructor Qualification : Trainer pre-requisites for Retail Trainee

Associate

th
Minimum 12 pass with 4 years OR Retail Diploma/Graduate
Educational with 2 years experience in Retail Store Operations
Qualifications & or Sales or Retail Training
Experience

7. Tools, Equipment & Machinery required: As per Annexure - I

9
 6.2 DETAILED SYLLABUS – RETAIL TRAINEE ASSOCIATE

BLOCK - I

This program is aimed at training candidates for the job of a “Retail Trainee
Associate”, in the “Retail” Sector/Industry and aims at building the following key
competencies amongst the learner.

Basic Training Retail Trainee Associate

Pre-requisites 10th Pass

to Training
Training After completing this programme, participants
will be able to:
Outcomes
 Display stock to promote sales
 Plan and prepare visual merchandising displays
 Dress visual merchandising displays
 Dismantle and store visual merchandising displays
 Prepare products for sale
 Promote loyalty schemes to customers
 Keep the store secure
 Maintain health and safety
 Keep the store clean and hygienic
 Provide information and advice to customers
 Create a positive image of self & organisation in the
customers mind
 Work affectively in your team

10
Sr. Key Learning Outcomes
No
1. To display stock to promote sales
 Explain set up displays as per health, safety and environmental
standards
 Understand Store procedures for display requirements for stock,
space, position of the display & dates
 Understand Legal or Statutory requirements for displays
 Understand cleaning and storing materials and equipment used in
displays and getting rid of waste safely
 Understand labelling of materials and equipment efficiently and
effectively
2. To plan and prepare visual merchandising displays

 Explain role of displays in marketing, promotional and sales campaigns

and activities.
 Explain importance and content of the design brief.
 Understand about design brief to identify what is needed for the display.
 Understand company policies for visual design.
 Understand role of displays in marketing, promotional and sales
campaigns and activities.
 Understand use of design brief to identify what is needed for the
display.
 Explain factors considered for consulting merchandiser or buyer for
merchandise and props.
 Explain delivery of merchandise and monitor the progress of deliveries.
 Understand stock record updation to account for merchandise on
display.
 Explain different approaches to designing displays for different types of
merchandise, and why these are effective.
 Evaluate the potential places to put the display as per the design brief.
 Explain how Light, colour, texture, shape and dimension combine to
achieve the effects.
 Assess the potential of places for displays to meet the design brief.
3. To dress visual merchandising displays

 Describe creation and use of focal points within a display.

 Understand how to put together merchandising displays for use inside
the store.
 Explain dressing of mannequins, busts and other props.
 Understand display of different types of merchandise.

11
Sr. Key Learning Outcomes
No
 Explain use of different types, directions and levels of light to create
atmosphere.
 Describe about add-on sales, how to achieve and why this is important
 Explain importance of awareness of trends and how to install creative
displays accordingly
 Describe different approaches to displaying merchandise and choosing
the best approach.
 Describe props, prototypes, dressings and fixtures for creating visual
effects.
 Understand health and safety guidelines for displays.
 Lighting window displays and who in your store is responsible for
installing lighting.
 Explain legal requirements which apply to pricing and ticketing and
the company’s visual design and merchandising policies.
 Explain process of evaluating the visual effect of displays.
 Describe dressing techniques for different types of merchandise.
 Different purposes of displays and their use in visual merchandising.
 Understand how to choose and combine dimension, shape, colour,
texture and lighting to create the visual effect needed from a display.
4. To dismantle and store visual merchandising displays

 Explain dismantling of displays safely.

 Identifying unwanted materials and how to get rid of them safely.
 Identifying safe and approved cleaning materials and equipment to
use.
 Understand how much storage space is needed.
 Explain requirements for protective packaging and security measures.
 Explain accurate labelling of items.
 Explain dangers and risks to health, safety and security in relation to
storage facilities and stored items.
 Understand reporting of dangers and risks to the concerned.
 Define techniques for cleaning display sites and parts safely and
thoroughly.
5. To prepare products for sale

 Knowledge of products to be prepared for sale

 Explain how to work safely when putting products together for sale.
 Explain ways to check that products have been correctly put together
and are safe to display.
 Understand company quality standards for products on display.
 Understand how to check the condition of products on display.
 Explain ways of dealing with products that are damaged.
12
Sr. Key Learning Outcomes
No
 Understand tools to be used to put products together.
 Explain ways if getting rid of unwanted packaging and waste
6. To promote loyalty schemes to customers

 Explain features and benefits of the company’s loyalty scheme.

 Explain importance of loyalty schemes in achieving the company’s
commercial aims.
 Explain ways of gaining customer’s attention and interest in loyalty
schemes
 Explain ways of dealing with frequently raised questions and objections
in relation to the scheme.
 Understand the documentation aspects of membership application
form
 Understand financial benefit accrued by a customer through loyalty
schemes
7. To keep the store secure

 Explain importance workplace security.

 Explain types of security risk you need to be alert for, including:
shoplifting, theft by staff, aggressive customers, vandalism, terrorist
activity.
 Identifying security risks and ways tackling these risks.
 Process of reporting security risks promptly and accurately.
 Describe activation of all the loss prevention and security devices.
 Describe process of securing all the security alarms
8. To maintain health and safety

 Explain types of accident and emergency in stores and why they

happen.
 Understand how to get help in the event of an accident or emergency.
 Describe actions that can be safely and usefully taken while waiting for
help to arrive.
 Explain health and safety risks that can arise in a store environment.
 Explain company procedures and legal requirements for reducing
health and safety risks as far as possible while you work.
 Understand health and safety procedures.
 Understand the need and importance of safety equipment
 Describe company guidelines for not lifting more than safe loads.
 Explain company guidelines and manufacturers’ instructions for using
lifting and handling equipment.
 Describe approved techniques for safe handling and lifting.
 Describe approved procedures for using safety equipment.
13
Sr. Key Learning Outcomes
No
9. To keep the store clean and hygienic

 Explain health and safety risks posed by spillages.

 Explain ways of cleaning up spillages promptly.
 Understanding procedures laid by Health Regulations when carrying
out routine cleaning and when dealing with spillages.
 Describe company standards for clean work surfaces.
 Describe importance of keeping work areas free of waste and litter,
including health and safety reasons.
 Explain safe methods for getting rid of waste and litter.
 Understand storage of equipment and putting equipment away
promptly after use.
 Effective cleaning practices and techniques for keeping your hair, skin
and nails clean enough for the work you do.
 Describe techniques for reducing the risk of spillages.
 Equipment usage and how to check it is safe to use
10. To provide information and advice to customers

 Identifying the customer’s needs for information and advice.

 Explain importance of keeping customer loyalty and confidence.
 Company policy on customer service and how this applies to giving
information and advice to customers.
 Explain techniques for managing angry customers.
 Responsibility for sorting out complaints.
 Escalation for problems you cannot resolve
 Assessing complaints and deciding what action to take.
 Keeping customer loyalty and confidence when dealing with
complaints.
 Rights of the customer and the trader, including legal rights and duties
under relevant laws.
 Company policy on customer service and how this applies to dealing
with complaints.
 Relevant information about the products and services you sell
11. To create a positive image of self & organization in the
customers mind

 Organisation’s standards for appearance and behaviour.

 Organisation’s guidelines for how to recognise what your customer
wants and respond appropriately.
 Organisation’s rules and procedures regarding the methods of
communication you use.
 Recognising when a customer is angry or confused.
14
Sr. Key Learning Outcomes
No
 Organisation’s standards for timeliness in responding to customer
questions and requests for information.
12 To work effectively in your team

 The policies and procedures relating to the job role.

 The value system of the organisation.
 Employee rights and obligations.
 The reporting hierarchy and escalation matrix.
 Use of language and concepts appropriate to cultural differences.
 Usage and interpretation of non-verbal communication.
 The scope of information or materials required within the parameters
of the job role.
 Consequences of poor team participation on job outcomes.
 Work health and safety requirements
Assessment / Examination

15
 6.3 EMPLOYABILITY AND ENTREPRENEURSHIP SKILLS
MODEL CURRICULUM

Program Name Employability and Entrepreneurship Skills

Qualification
Pack Name & ALL
Reference ID. ID
Version No. 1.0 Version Update
Date
Pre-requisites to NA
Training
Training After completing this programme, participants will be able
Outcomes
to:

 Identify personal strengths and value systems:

safe work habits, achievement motivation, time
management, anger management, stress
management.
 Recall important tenets of digital literacy:
fundamentals of computer terminology, parts of a
computer and a keyboard, main applications of
MS Office.
 Discuss the essentials of matters pertaining
to money: saving money, bank accounts, types
of costs, investment options, insurance
products, taxes.
 Prepare for employment and self-
employment: preparing for an interview,
effective resume writing, basic workplace
terminology.
 Illustrate the basics of entrepreneurship and
identify new business opportunities: effective
leadership, effective speaking, effective listening,
problem solving, business opportunities, types of
entrepreneurs, entrepreneurial process and
ecosystem, resilient entrepreneurs

16
Sr. Equipment
No. Module Key Learning Outcomes
Required
 Recognize the importance of Laptop, white
Introduction
general board, marker,
discipline in the class room projector
Theory Duration
(dos and don’ts)
(hh:mm)
1  List expectations from the
00:30
program
Practical
 Outline the objectives of the
Duration
program
(hh:mm)
00:00

 Identify common health Workbook

issues and tips to prevent exercises on health
Personal them standards, Laptop,
Strengths and  Discuss critical safety activity on strengths
Value Systems habits to be followed by and weaknesses,
employees white board,
Theory Duration  Understand motivation with marker, projector
(hh:mm) the help of Maslow’s
2 04:00 Hierarchy of Needs
 List the characteristics
Practical of entrepreneurs with
Duration achievement
(hh:mm) motivation
04:00  Discuss how to maintain
a positive attitude
 Discuss the role of
attitude in self- analysis
 List your strengths and
weaknesses

 Discuss the benefits

of time management
 List the traits of
effective time
managers
 Apply effective time
management
techniques
 Apply tips for anger 17
management and stress
management
Sr. Equipment
No. Module Key Learning Outcomes
Required
 Describe the importance of
honesty in entrepreneurs
 List the characteristics of
highly creative and
innovative people
 Discuss the benefits
of time management
 List the traits of
effective time
managers
 Apply effective time
management
techniques
 Apply tips for anger
management and stress
management

 Identify the basic parts of a

computer and keyboard
 Recall basic computer
Digital Literacy: terminology Laptop, white
A Recap  Identify the functions of basic board, marker,
computer keys projector, CPU,
Theory Duration  Discuss the main Monitor, keyboard,
(hh:mm) applications of MS Office mouse, MS Office
3 01:00  Discuss the benefits of software, E-Wallet
Practical Microsoft Outlook soft wares such as
Duration  Identify the different PayTM, SBI buddy
(hh:mm) types of e- commerce etc.
03:00  Explain the benefits of e-
commerce for retailers and
customers
 Discuss how the Digital India
campaign will help boost e-
commerce in India

18
Sr. Module Key Learning Outcomes Equipment
No Required
.  Describe how you will sell a
product or
service on an e-commerce
platform
 Elaborate on the need
for digital transactions
 Identify the modes
of digital
transactions
 Explain the uses of digital
transactions
 Recognize the importance
Money and benefits of saving Laptop, white
Matters money board, marker,
 Discuss the main projector, Passport,
Theory types of bank Driving License,
Duration accounts Voter ID card, PAN
(hh:m  Illustrate the process of card, Aadhaar card,
4 m) opening a bank account sample KYC
06:00  Differentiate between document, bank
fixed and variable opening form (can
Practical costs be downloaded
Duration  Describe the main types of from the Internet)
(hh:m investment options
m)  Identify the different types
02:00 of insurance products and
types of taxes
 Discuss the uses of online
banking
 Describe the main types of
electronic funds transfers

19
Sr. Module Key Learning Outcomes Equipment
No Required
.  Follow the steps to Laptop, white
Preparing for prepare for an interview board, marker,
Employment  Create an effective Resume projector, sample
and Self-  Identify the most CVs, Mock
5
Employment frequently asked interviews, role
interview questions plays, role play
Theory briefs, FAQs, quiz
Duration on basic workplace
(hh:m technologies.
m)
02:00

Practical
Duration
(hh:m  Discuss the concept and
Entrepreneurs
m)04:
6 significance of
00 Theory
hip entrepreneurship and the
Duration characteristics of an
(hh:mm) entrepreneur
04:30  List the qualities of an
effective leader and the
Practical benefits of effective
Duration leadership
(hh:mm) 09:00  List the traits of an effective
team
 Apply techniques of effective
listening
 Apply techniques of effective
speaking
 Solve problems by
identifying important
problem solving traits
 Discuss how to identify new
business opportunities
within your business
 Describe the
different types of
entrepreneurs

20
Sr. Module Key Learning Outcomes Equipment
No Required
.  State the
Entrepreneurs
characteristics of
hip Theory entrepreneurs
Duration  Recall entrepreneur success Laptop, white
(hh:mm) stories board, marker,
04:30  Discuss how to answer projector, SWOT
the most frequently activity: pen and
Practical asked interview paper individual
Duration questions exercise, charts,
(hh:m  Identify basic workplace coloured pens,
m) terminology Group Activity:
09:00  Follow the entrepreneurial poster making on
process and entrepreneurship
explain the ecosystem.
entrepreneurship Activity: SMART
ecosystem Goal writing
 Recognize the purpose of
the Make in India
campaign
 Identify key schemes to
promote entrepreneurs
 Define the relationship
between entrepreneurship
and risk appetite and
entrepreneurship and
resilience
 Discuss the characteristics
of a resilient entrepreneur
Identify techniques of
dealing effectively with
failure

21
Sr. Module Key Learning Outcomes Equipment
No Required
.
Total Duration
Unique Equipment Required:
Theory Laptop, white board, marker, projector
Duration
18:00

Practical
Duration 22:00

Grand Total Course Duration: 40 Hours, 0 Minutes

22
 6.4 APPRENTICESHIP TRAINING (ON-THE-JOB TRAINING)

(BLOCK II)

DURATION: 12 MONTHS

1. Name of Trade : Retail Sales Associate

2. Duration of On-Job Training : 12 Months

3. Entry Qualification : Passed 10th class

4. Examination : NCVT exam will be conducted at the

end of Apprenticeship Training

5. Selection of Apprentices : The apprentices will be selected as

per the guidelines specified in the
Apprenticeship Act amended time to
time.

23
 6.5 BROAD SKILL COMPONENT TO BE COVERED DURING
ON-THE-JOB TRAINING

DURATION : 12 MONTHS (52 WEEKS)

SL LIST OF PRACTICAL SKILLS TO BE COVERED DURING ON JOB TRAINING
NO
Create a positive image of self & organisation in the customer’s
mind
1  Grooming standards as per company policy
 Effective oral & written communication
 Display courteous behavior with internal team and customers
Demonstrate processes involved in:
2  Pre-Store Opening
 Store Opening
 Store Closing
3 Display stock to promote sales

 Identify need for the display in relation to stock, space, position of the
display and dates.
 Check that the display area is the right size and report any concerns
promptly.
 Gather the materials, equipment and stock you need for the display and
check that they are clean, safe and in good working order.
 Follow company procedures for clearing, cleaning and preparing the
display area before use.
 Check that the display has the levels of stock you need.
 Clean and store equipment and excess materials; get rid of waste safely,
correctly and promptly.
 Set up and dismantle the display safely, in line with plans and within the
time allowed.

4 Prepare products for sale

 Check that all expected items and parts of the product are in the
package.
 Gather the tools you need for putting products together.
 Use safe work methods and follow manufacturers’ instructions when
putting products together.

24
  Check that products have been assembled correctly and can be used
safely.
 Promptly remove damaged products from display and follow company
procedures for dealing with them
5 Plan and prepare visual merchandising displays
 Identify the equipment, materials, merchandise and props needed to
create and install the display and the dates for completing it.
 Create new and effective ways of improving the visual effect, within limits
of design brief, company’s visual design policies and authority
6 Dress visual merchandising displays
 Use the design brief to identify the focal points of the display.
 Create displays that achieve the visual effect you need and are
consistent with the company’s visual design policy.
 Position merchandise, graphics and signs in ways that promote sales.
 Check that the finished display meets health and safety guidelines and
legal requirements.
7 Dismantle and store visual merchandising displays
 Dismantle displays safely.
 Clean display sites and parts using safe and approved cleaning
materials and equipment.
 Keep accurate and up-to-date records of items in storage.
 Check that storage facilities and items in storage are clean, safe, secure
and accessible only to those with a right to them
8 Promote loyalty schemes to customers

 Take suitable opportunities to ask customers if they are members of the

loyalty scheme and whether they are interested in joining.
 Explain clearly and accurately to customers how joining the scheme
would benefit them, including any current special offers relating to the
scheme.
 Respond positively to any questions or objections that the customer
raises.
 Fill in the membership application accurately with the customer, using
the information they provide.
 Give the customer proof of their membership.
9 Process credit applications for purchases

 Clearly explain to the customer the features and conditions of credit

facilities.
 Accurately fill in the documents needed to allow the customer to get
credit.
 Successfully carry out the necessary credit checks and authorisation
procedures.
 Successfully process credit applications
25
 Demonstrate products to customers

10  Prepare the demonstration area and check that it can be used safely.
 Identify the equipment and products needed to give the demonstration
 Explain the demonstration clearly and accurately to the customer
covering all features and benefits
 Present the demonstration in a logical sequence of steps and stages.
 Clear away the equipment and products at the end of the demonstration
and connect with the customer
11 Help customers choose right products

 Explain product features and benefits to customers

 Compare products in ways that help customers choose the product that
best meets their needs.
 Check customers’ responses to your explanations, and confirm their
interest in the product.
 Identify suitable opportunities to tell the customer about associated or
additional products
 Handle objections and questions in a way that promotes sales and
keeps the customer’s confidence.
 Clearly explain to the customer where to pay for their purchases.
12 Provide specialist support to customers facilitating purchases

 Explain clearly and accurately the features and benefits of products and
relate these to the customer’s needs and interest.
 Promote the products that give the best match between the customer’s
needs and the store’s need to make sales.
 Demonstrate products using effective demonstration techniques if the
customer seeks demonstration
 Offer customers the opportunity to use the product themselves, where
appropriate.
 Give the customer enough chance to ask questions about the products
or services you are demonstrating to them to spend
13 Maximise sales of goods & services

 Tell customers about promotions clearly and in a persuasive way.

 Identify and take the most effective actions for converting promotional
sales into regular future sales.
 Gather relevant and accurate information about the effectiveness of
promotions, and communicate this information clearly to the right person.
 Record clearly and accurately the results of promotions
14 Provide personalised sales & post-sales service support

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  Before starting a consultation, check that the work area is clean and tidy
and that all the equipment you need is to hand
 Explain clearly to the client the features and benefits of the products or
services you are recommending and relate these to the client’s individual
needs.
 Identify suitable opportunities to sell additional or related products or
services that are suited to the client’s needs.
 Make recommendations to the client in a confident and polite way and
without pressurising them.
 Record client information accurately and store it in the right places in your
company’s system
15 Resolve customer concerns and improve customer relationship

 Identify the options for resolving a customer service problem.

 Work out the advantages and disadvantages of each option for your
customer and your organisation.
 Pick the best option for your customer and your organisation.
 Discuss and agree the options for solving the problem with your
customer.
 Take action to implement the option agreed with your customer.
 Keep your customer fully informed about what is happening to resolve
problem.
 Check with your customer to make sure the problem has been resolved
to their satisfaction.
 Give clear reasons to your customer when the problem has not been
resolved to their satisfaction.
16 Organise the delivery of reliable service

 Plan, prepare and organise everything needed to deliver services or

products to different types of customers.
 Respond appropriately to your customers when they make comments
about the products or services you are offering.
 Record and store customer service information accurately following
organisational guidelines.
17 Promote continuous improvement in service

 Gather feedback from customers that will help to identify opportunities

for customer service improvement.
 Analyse and interpret feedback to identify opportunities for customer
service improvements and propose changes

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18 Keep the store secure and maintain healthy and safety

 Demonstrate approved procedures and techniques for protecting

personal safety when security risks arise
 Demonstrate necessary safety procedures while dealing with accidents
and emergencies
 Recognise when evacuation procedures have been started and following
company procedures for evacuation.
 Use equipment and materials in line with the manufacturer’s instructions.

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 7. ASSESSMENT STANDARD

7.1 Assessment Guideline:

Appropriate arrangements should be made to ensure that there will be no artificial
barriers to assessment. The nature of special needs should be taken into account
while undertaking assessment. Due consideration to be given while assessing for
team work, avoidance/reduction of scrape/wastage and disposal of scarp/wastage
as per procedure, behavioral attitude and regularity in training.

The following marking pattern to be adopted while assessing:

a) Weightage in the range of 60-75% to be allotted during assessment under

following performance level:

For this grade, the candidate with occasional guidance and showing due regard
for safety procedures and practices, has produced work which demonstrates
attainment of an acceptable standard of craftsmanship.

In this work there is evidence of:

 good skill levels in the use of hand tools, machine tools and workshop
equipment
 many tolerances while undertaking different work are in line with those
demanded by the component/job.
 a fairly good level of neatness and consistency in the finish
 occasional support in completing the project/job.

b) Weightage in the range of above75%- 90% to be allotted during assessment

under following performance level:

For this grade, the candidate, with little guidance and showing due regard for
safety procedures and practices, has produced work which demonstrates
attainment of a reasonable standard of craftsmanship.

In this work there is evidence of:

 good skill levels in the use of hand tools, machine tools and workshop
equipment
 The majority of tolerances while undertaking different work are in line with
those demanded by the component/job.
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 a good level of neatness and consistency in the finish
 little support in completing the project/job

c)Weightage in the range of above 90% to be allotted during assessment under

following performance level:

For performance in this grade, the candidate, with minimal or no support in

organization and execution and with due regard for safety procedures and
practices, have produced work which demonstrates attainment of a high standard
of craftsmanship.

In this work there is evidence of:

 high skill levels in the use of hand tools, machine tools and workshop
equipment
 Tolerances while undertaking different work being substantially in line with
those demanded by the component/job.
 A high level of neatness and consistency in the finish.
 Minimal or no support in completing the project

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 FURTHER LEARNING PATHWAYS

On successful completion of this course, the candidates shall be gainfully

employed in the following industries:
 Retail Store Operations
 FMCG
 E-tail
 Self – employment (Retail Business)

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 ANNEXURE – 1

Tools & Equipment for Basic Training

Equipment Name Minimum Unit Is this a Dimension/Specification/

number of Type mandatory Description of the
Equipment Equipment Equipment
required to be
(per batch available
of 30 at the
trainees) Training
Center
(Yes/No)
Display Racks 3 Piece Yes To display different
(Gondola) type of product
categories
Display/Boards/ 5 Piece Yes Signages
Standees-
Different Types
Calculator 1 Piece Yes 12 digit display

Stock Almirah 1 Piece Yes To stock merchandise

Point of Sale (POS) 1 Piece Yes To transact with

Terminal customers
Electronic Data 1 Piece Yes To accept debit/credit
Capture (EDC) card transactions
Terminal
Bar Code Scanner 1 Piece Yes To scan merchandise

Dummy Products 30 Piece Yes Any merchandise

With Barcode ranging from daily
utilities, consumables,
grocery, apparels
VM elements 15 Piece Yes Different types of VM
elements with quantity
: like
1. Shelf Strips,
2.Danglers,
3.Price Tags,
4.Product specs,
5. Offer standee/
banner
Shopping Basket 1 Piece Yes To carry purchased
merchandise
Dummy Fire 1 Piece Yes For orientation in
Extinguishers emergencies
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 ANNEXURE – II

Tools & Equipment for On-the-Job Training

Equipment Name Minimum Unit Is this a Dimension/Specification/
number of Type mandatory Description of the
Equipment Equipment Equipment
required to be
(per batch available at
of 30 the
trainees) Training
Center
(Yes/No)
Display Racks 3 Piece Yes To display different type
(Gondola) of product categories

Display/Boards/ 5 Piece Yes Signages

Standees-
Different Types
Calculator 1 Piece Yes 12 digit display

Stock Almirah 1 Piece Yes To stock merchandise

Point of Sale 1 Piece Yes To transact with

(POS) Terminal customers
Electronic Data 1 Piece Yes To accept debit/credit
Capture (EDC) card transactions
Terminal
Bar Code Scanner 1 Piece Yes To scan merchandise

Dummy Products 30 Piece Yes Any merchandise

With Barcode ranging from daily
utilities, consumables,
grocery, apparels
VM elements 15 Piece Yes Different types of VM
elements with quantity :
like
1. Shelf Strips,
2.Danglers,
3.Price Tags,
4.Product specs,
5. Offer standee/ banner
Shopping Basket 1 Piece Yes To carry purchased
merchandise
Dummy Fire 1 Piece Yes For orientation in
Extinguishers emergencies

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 ANNEXURE III

INFRASTRUCTURE FOR APPRENTICESHIP TRAINING

TRADE: RETAIL SALES ASSOCIATE

For a Batch of 30 APPRENTICES

Actual training will depend on the existing facilities available in the

establishments. However, the industry should ensure that the broad skills
defined against Apprenticeship Training part (i.e. 12 months) are imparted.

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 ANNEXURE IV

GUIDELINES FOR INSTRUCTORS AND PAPER SETTERS

Due care to be taken for proper & inclusive training delivery in the batch.
1. Some of the following method of delivery may be adopted:
A) LECTURE
B) LESSON
B) DEMONSTRATION
C) PRACTICAL
D) DISCUSSION WITH PEER GROUP
E) PROJECT WORK
F) STORE VISIT
2. Maximum utilization of latest form of training viz., audio visual aids, integration
of IT, etc. may be adopted.
3. The total hours to be devoted against each topic may be decided with due
diligence to safety & with prioritizing transfer of required skills.

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