Most commonly reported Work Activities

•   Making Decisions and Solving Problems Analysing information and evaluating results to choose the best solution and solve problems.
•   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.
•   Coordinating the Work and Activities of Others Getting members of a group to work together to accomplish tasks.
•   Interacting With Computers Using computers and computer systems (including hardware and software) to program, write software, set up functions, enter data, or process information.
•   Guiding, Directing, and Motivating Subordinates Providing guidance and direction to subordinates, including setting performance standards and monitoring performance.
•   Identifying Objects, Actions, and Events Identifying information by categorising, estimating, recognising differences or similarities, and detecting changes in circumstances or events.
•   Monitor Processes, Materials, or Surroundings Monitoring and reviewing information from materials, events, or the environment, to detect or assess problems.
•   Judging the Qualities of Things, Services, or People Assessing the value, importance, or quality of things or people.
•   Organising, Planning, and Prioritising Work Developing specific goals and plans to prioritise, organise, and accomplish your work.

Working Life

Retail managers control the day-to-day running of a store, with the overall aim of improving its commercial performance. They must ensure that sales targets are achieved while keeping operating costs within a set budget. Group or area managers set the long-term budgets and sales targets.  
 
As the leader of a store team, they may have to select and train staff, organise rotas, implement new policies or promotions, monitor stock and answer any queries. They also have to monitor the performance of key product lines, maintain hygiene standards, ensure the premises is secure and deal with customer enquiries.  
 
In large stores, there may be a team of several managers, each one responsible for their own department, with a single store manager in overall charge. Retail managers in smaller, independent stores can expect to have a more 'hands on' approach. They usually have more flexibility in the way they organise and display their products. Managers who work for larger retailers usually have to work to instructions passed on to them by their head office.  
 
Depending on the sise and type of retail outlet, a variety of retail managers may be utilised, including the following:  
 
STORE MANAGER: The Store Manager or General Manager oversees the day-today running of the store and the overall retail team.  
 
SALES AND MERCHANDISING MANAGER: Reporting to the store manager; the Sales and Merchandising manager is responsible for a particular product area (e.g. Men's Fashion, Interior design, Food and Drink etc.  
 
DEPARTMENTAL MANAGERS/SUPERVISORS: In large stores, there may be a team of several managers, each one responsible for their own department, and a general manager with overall responsibility. Departmental managers are also called Supervisors or Charge-hands depending on the organisation.  
 
Due to the nature of the Retail sector, retail managers may be expected to work challenging hours, including weekends.

Most commonly reported Work Tasks

• Review financial statements, sales or activity reports, or other performance data to measure productivity or goal achievement or to identify areas needing cost reduction or program improvement.
• Direct and coordinate activities of businesses or departments concerned with the production, pricing, sales, or distribution of products.
• Direct administrative activities directly related to making products or providing services.
• Prepare staff work schedules and assign specific duties.
• Monitor suppliers to ensure that they efficiently and effectively provide needed goods or services within budgetary limits.
• Direct or coordinate financial or budget activities to fund operations, maximise investments, or increase efficiency.
• Establish or implement departmental policies, goals, objectives, or procedures in conjunction with board members, organisation officials, or staff members.
• Perform personnel functions, such as selection, training, or evaluation.
• Plan or direct activities, such as sales promotions, that require coordination with other department managers.
• Set prices or credit terms for goods or services, based on forecasts of customer demand.

Further Information

• Retail Manager- from: N.C.S. [UK]
• Retail manager- from: GradIreland
• Shopkeeper- from: N.C.S. [UK]

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.

 Social

The Social person's interests focus on interacting with the people in their environment. In all cases, the Social person enjoys the personal contact with other people in preference to the impersonal dealings with things, data and ideas found in other groups.

Many will seek out positions where there is direct contact with the public in some advisory role, whether a receptionist or a counsellor. Social people are motivated by an interest in different types of people and like diversity in their work environments. Many are drawn towards careers in the caring professions and social welfare area, whilst others prefer teaching and other 'informing' roles.

You can become a retail shop manager via a number of different routes. For example, you can start working as a shop or sales assistant and ‘work your way up, or you can work in another management sector and move into retail. All work experience in retail, administration, business management and marketing are valuable.

Training can also help you progress and there are both undergraduate and postgraduate courses in business and management which can support you in your career.

Sample Education and Training Pathways
A number of courses are available throughout the country that focus on learning and skills that may be useful for this career. The examples and links below may guide you in your research. 

Further Education (FET)
Further Education & Training (FET) Courses are delivered by local ETBs, ranging in duration from several weeks up to 20 months. Courses are designed to meet the labour market needs and often include a large element of work experience.

Example search terms include: business admin, customer service, retail, management.

Search for FET Courses

PLC Courses (FET)
PLC courses are full-time courses, one or two years duration, with awards at Level 5 and 6 on the NFQ. They are offered nationally in Schools and Colleges of Further Education.

Example search terms include: business management, sales, retail, marketing, commerce.

Search for PLC Courses

Apprenticeships: 
Apprenticeships are structured work-based training programs that combine on-the-job training with classroom instruction. They run from 2 – 4 years and are open to individuals of all ages, including school leavers, those seeking a career change, and existing employees who wish to upskill.

Examples: Sales, Retail Supervision.

Search for Apprenticeships

Higher Education CAO (Undergraduate) 
Higher Education courses at Levels 6 to 8 on the NFQ, delivered in Universities and Technological Universities & Institutes. Courses run from 2 – 5 years and places are allocated on a points-based system, processed by the Central Application Office.

Example search terms include: business, management, retail, commerce.

Search for CAO Courses

Higher Education (Postgraduate)
Postgraduate courses are courses at Levels 9 and 10 on the NFQ and usually last 1 – 2 years full time, or longer if a PhD or part time. Entrants typically require an undergraduate award (Level 8).

Example search terms include: sales, retail management, marketing.

Search for Postgraduate Courses

Professional Development 

Professional development (CPD) courses are specialised training, formal education, or advanced professional learning that improves skills, professional knowledge, competency, and overall effectiveness in the professional world.

Retail Ireland Skillnet

Check the Useful Contacts tab on this page to see if there are any professional bodies listed who may provide training related to this career.

Salary Range (thousands per year)* €35k - €65k

Salaries vary based on employer, location, experience, duties, and role. Salary depends on chain and store size. 

Data Source(s):
Brightwater / Payscale/ Excel / Indeed/ Osborne/ Clark

Last Updated: July, 2024

Note: The following information relates to occupations that include: Managing directors (retail trade); retail and wholesale managers.

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

Employment grew strongly for this occupation, particularly between 2021 and 2022, with an additional 7,800 persons employed. This growth is in line with the recent employment growth in the wholesale/retail sector.

The share of non-Irish citizens, at 29%, was higher than the national average of 19%. The number of jobs advertised online (OVATE) grew strongly (10%) for this occupation in the year to 2022, although the fall in adverts in the most recent quarterly data suggests a slowdown in demand.

• The Executive Institute

  • 30 Upper Fitzwilliam Street, Dublin 2,
  • (01) 662 6904
  • [email protected]
  • Click Here

• Chartered Institute of Personnel and Development in Ireland

  • CIPD, A3 The Locks, Charlotte Quay Dock, Dublin 4
  • (01) 678 0090
  • [email protected]
  • Click Here