Most commonly reported Work Activities

• Performing for or Working Directly with the Public Performing for people or dealing directly with the public. This includes serving customers in restaurants and stores, and receiving clients or guests.
• Selling or Influencing Others Convincing others to buy merchandise/goods or to otherwise change their minds or actions.
• Establishing and Maintaining Interpersonal Relationships Developing constructive and cooperative working relationships with others, and maintaining them over time.
• Communicating with Persons Outside Organisation Communicating with people outside the organisation, representing the organisation to customers, the public, government, and other external sources. This information can be exchanged in person, in writing, or by telephone or e-mail.
• Communicating with Supervisors, Peers, or Subordinates Providing information to supervisors, co-workers, and subordinates by telephone, in written form, e-mail, or in person.
• Getting Information Observing, receiving, and otherwise obtaining information from all relevant sources.
• Judging the Qualities of Things, Services, or People Assessing the value, importance, or quality of things or people.
• Making Decisions and Solving Problems Analysing information and evaluating results to choose the best solution and solve problems.
• Thinking Creatively Developing, designing, or creating new applications, ideas, relationships, systems, or products, including artistic contributions.
• Developing and Building Teams Encouraging and building mutual trust, respect, and cooperation among team members.

The Work

Retail store demonstrators work in many sectors of the retail industry including department stores, supermarkets and do-it-yourself (DIY) outlets. The job involves demonstrating and promoting products to the public with a view to increasing sales of a particular line or brand. Items vary from kitchen appliances to beauty products.  
 
Retail store demonstrators often use a microphone to attract customers to the demonstration areas and must be able to answer all types of questions relating to the product. There may be regular demonstrations at intervals throughout the day, involving the distribution of free samples and promotional literature.  
 
Some demonstrators are responsible for their own stock control, which requires the maintenance of records and statistics. The job usually involves travelling to different retail outlets and setting up the demonstration area.

Most commonly reported Work Tasks

• Provide product samples, coupons, informational brochures, or other incentives to persuade people to buy products.
• Sell products being promoted and keep records of sales.
• Keep areas neat while working and return items to correct locations following demonstrations.
• Demonstrate or explain products, methods, or services to persuade customers to purchase products or use services.
• Record and report demonstration-related information, such as the number of questions asked by the audience or the number of coupons distributed.
• Suggest specific product purchases to meet customers' needs.
• Research or investigate products to be presented to prepare for demonstrations.
• Set up and arrange displays or demonstration areas to attract the attention of prospective customers.
• Identify interested and qualified customers to provide them with additional information.
• Visit trade shows, stores, community organisations, or other venues to demonstrate products or services or to answer questions from potential customers.

This occupation is typically suited for people with the following Career Interests:

Enterprising

Enterprising people like situations that involve using resources for personal or corporate economic gain. Such people may have an opportunistic frame of mind, and are drawn to commerce, trade and making deals. Some pursue sales and marketing occupations. Many will eventually end up owning their own business, or in management roles in larger organisations. They tend to be very goal-oriented and work best when focused on a target. Some have an entrepreneurial inclination.

Administrative

Administrative people are interested in work that offers security and a sense of being part of a larger process. They may be at their most productive under supervisors who give clear guidelines and while performing routine tasks in a methodical and reliable way.

They tend to enjoy clerical and most forms of office work, where they perform essential administrative duties. They often form the backbone of large and small organisations alike. They may enjoy being in charge of office filing systems, and using computers and other office equipment to keep things running smoothly. They usually like routine work hours and prefer comfortable indoor workplaces.

Realist

Realists are usually interested in 'things' - such as buildings, mechanics, equipment, tools, electronics etc. Their primary focus is dealing with these - as in building, fixing, operating or designing them. Involvement in these areas leads to high manual skills, or a fine aptitude for practical design - as found in the various forms of engineering.

Realists like to find practical solutions to problems using tools, technology and skilled work. Realists usually prefer to be active in their work environment, often do most of their work alone, and enjoy taking decisive action with a minimum amount of discussion and paperwork.

Training is usually provided by the product manufacturer and covers a briefing about the product as well as help with selling techniques. Entry requirements vary, based on employer and products demonstrated or merchandised.

Training & Development 

FET Centre Traineeship: Retail Associate, Retail Skills Health and Beauty NFQ Level 4-5 Search our FET Coursefinder 

FET Centre PLC Course: Retail, Sales, Marketing, Retail and Merchandising NFQ Level 5 Search our FET PLC Coursefinder

Apprenticeship: Sales 2 yearApprenticeship NFQ Level 6 Search Apprenticeship 

Last Updated: March, 2023

Salary Range (thousands per year)* €28k - €40k

Salaries Vary by employer, location, role, duties, shift pattern, and experience.

Data Source(s):
Indeed/ Excel / Morgan McKinley/ Clark

Last Updated: February, 2024

* The lower figures typically reflect starting salaries. Higher salaries are awarded to those with greater experience and responsibility. Positions in Dublin sometimes command higher salaries.

View Salary information from Indeed.ie
Note: data not aways available

This information has been derived from the Solas National Skills Bulletin (2023).

There was a large fall in employment levels between 2021 and 2022, declining by over 9.000 persons. Employment for this occupation is across a number of roles (e.g. sales supervisors, window dressers, street traders and debt collectors). A shift in business models, particularly to online selling, may reduce the demand for in-person sales related activities (e.g. van sales persons or window dressers) in the coming years.

• Retail Ireland

  • Click Here