Elements and Performance Criteria

The Range Statement provide the range of applications of this unit of competency to allow for differences within enterprises and workplaces. It provides details of practices, knowledge and requirements referred to in the elements and performance criteria. The variables chosen in training and assessment will depend on the work contexts.

The following variables may include but are not limited to

Store policies and procedures in regard to:
marketing
market research

Components of store image may include:
products
services
layouts
displays
tickets
visual merchandising
promotional events/themes

Appropriate areas of research may include:
location
consumer
product
brand
price
layout
advertising

Appropriate research techniques may include:
interviews
observations
surveys
questionnaires

Data may include:
Internal - customer orders, random surveys, complaints, returns
External - ABS statistics, books, newspaper reports, supplier's information

Demographic details may include:
age
buying power
family structures
employment patterns
education levels
tourism
mobility
occupations
marital status
ethnic background
income levels
population size

Changing trends may include:
tourism
immigration
technology
selling approaches
leisure time
environmental issues
discount operators
quality demands

Methods to attract customers may include:
advertising
seasonal promotions
new product launches
public relations
publicity

The following components of the evidence guide relate directly to the performance criteria and the Range Statement for the unit of competency and provide guidance for assessment of the unit in the workplace and/or training program.
Critical Aspects of Evidence

Competency in this unit requires evidence that the candidate:

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 in accordance with store policies and budgetary requirements.

Underpinning Skills and Knowledge

Knowledge and skills are essential to apply this unit in the workplace, to transfer to other contexts and deal with unplanned events. The requirements for this unit of competency are listed below:


Knowledge of:

Store policies and procedures in regard to:
accessing documentation
promoting store image
Market research methods
Evaluation methods

Skills in:

Verbal and non verbal communication
Questioning and active listening
Presentation skills
Research skills
Interviewing skills
Collaboration

Assessment Process
For valid and reliable assessment of this unit, evidence should be gathered through a range of methods to indicate consistent performance.
It can be gathered from assessment of the unit of competency alone, through an integrated assessment activity or through a combination of both.
Evidence should be gathered as part of the learning process.

Integrated Competency Assessment
Evidence is most relevant when provided through an integrated activity which combines the elements of competency for each unit, or a cluster of units of competency.

The candidate will be required to:

Apply knowledge and skills which underpin the process required to demonstrate competence, including appropriate key competencies.
Integrate knowledge and skills critical to demonstrating competence in this unit.
Unit WRRO7A can be assessed with other units that make up a particular job function.

Evidence Gathering Methods

Evidence should include products, processes and procedures from the workplace context. Evidence might include:

Observation of the person in the workplace
Third party reports from a supervisor
Customer feedback
Answers to questions about specific skills and knowledge

Resources Required
A retail work environment
Relevant documentation, such as:
store policy and procedures manuals
store documentation in relation to store image

There are a number of processes that are learnt throughout work and life which are required in all jobs. They are fundamental processes and generally transferable to other work functions. Some of these are covered by the key competencies, although others may be added. The questions below highlight how these processes are applied in this unit of competency. Following each question a number indicates the level to which the key competency needs to be demonstrated where 0 = not required, 1 = perform the process, 2 = perform and administer the process, and 3 = perform, administer and design the process.
Communicating ideas and information
Ideas for attracting customers needs to be discussed with supervisor. (1)

Collecting analysing and organising information
Researching market demands requires information to be collected, analysed and organised. (1)

Planning and organising activities
Developing ideas and presenting them to others requires activities to be planned and organised. (1)

Working with others and in teams
Discussing ideas with others and implementing methods to attract customers requires team work. (1)

Using mathematical ideas and techniques
Collecting and analysing market data requires the use of mathematical ideas and techniques. (1)

Solving problems
Evaluating ideas to ensure they meet requirements requires problem solving skills. (1)

Using technology
Accessing and researching market data will require the use of technology. (1)