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.
• Getting Information Observing, receiving, and otherwise obtaining information from all relevant sources.
• Establishing and Maintaining Interpersonal Relationships Developing constructive and cooperative working relationships with others, and maintaining them over time.
• 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.
• Identifying Objects, Actions, and Events Identifying information by categorising, estimating, recognising differences or similarities, and detecting changes in circumstances or events.
• Updating and Using Relevant Knowledge Keeping up-to-date technically and applying new knowledge to your job.
• Interacting With Computers Using computers and computer systems (including hardware and software) to program, write software, set up functions, enter data, or process information.
• Resolving Conflicts and Negotiating with Others Handling complaints, settling disputes, and resolving grievances and conflicts, or otherwise negotiating with others.

The Work

Also known as: retail assistant; retail sales assistant; retail associate; retail sales advisor; sales assistant; shop assistant; or store assistant, the work of this occupation varies according to the type of outlet concerned.

In department stores and specialist shops such as electrical goods or homeware stores, sales assistants focus on selling particular products. Some shops are self-service with the assistant remaining at a checkout or sales counter.

As well as assisting and serving customers, retail assistants may be required to operate cash tills and take payments from customers for goods purchased. They may have to deal with cash, cheques, and credit or debit cards. Goods may have to be weighed and packed, and sometimes gift-wrapped.  
 
Retail sales assistants maintain displays of goods on shelves and check that goods are correctly priced. They also advise or persuade customers on purchases, answer customer queries, or direct customers to the location of a product. They may be responsible for stock control and keeping financial and stock records.

Experience as a general sales/retail assistant can lead to a career in retail management. 

Every member of staff who deals with customers’ 'personal data', such as names and addresses, or who process payment card transactions, need to have some knowledge of the General Data Protection Regulations (GDPR). It is the responsibility of the employer to give job-specific information on GDPR in their organisation. You can read more about data protection in the workplace here.  

Most commonly reported Work Tasks

• Greet customers and ascertain what each customer wants or needs.
• Recommend, select, and help locate or obtain merchandise based on customer needs and desires.
• Compute sales prices, total purchases, and receive and process cash or credit payment.
• Prepare merchandise for purchase or rental.
• Answer questions regarding the store and its merchandise.
• Maintain knowledge of current sales and promotions, policies regarding payment and exchanges, and security practices.
• Demonstrate use or operation of merchandise.
• Describe merchandise and explain use, operation, and care of merchandise to customers.
• Ticket, arrange, and display merchandise to promote sales.
• Inventory stock and requisition new stock.

Further Information

• Sales Assistant - Retail - from: N.C.S. [UK]
• Sales Assistant - Retail - 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.

Apprenticeship Route

The official entry route for a Sales Assistant - Retail is through undertaking an apprenticeship.

Click here to find information on the Retail Practice apprenticeship

It is also possible to get a job as a sales assistant without a qualification, but experience in sales and customer service will be useful. Some employers provide Manual Handling training to new employees, but some employers require that you have completed a Manual Handling certificate prior to employment. 

These courses may be available at low or no cost in FET centres nationwide. You can search for these key skills certs, just add the key word via Search our FET Coursefinder. 

Training and Development

FET Centre Traineeship: Retail Associate & Customer service NFQ level 5 Search our FET coursefinder. 

FET PLC Courses Retail, Business, Sales and marketing NFQ level 5 Search our FET PLC Coursefinder.

Development routes for a Sales Assistant can be through undertaking an

Apprenticeship:Sales Apprenticeship NFQ level 6 Retail Supervision Apprenticeship NFQ level 6 Search our Apprenticeship finder.

Last Updated: October, 2023

Salary Range (thousands per year)* €23k - €31k

Salaries vary based on employer, duties, role, location, shift patterns, and experience. 

Rates vary between: Forecourt, convenience, Small/ medium / large supermarket, and Discounter store. 

Rates from €12.70-16 p/hr.

Data Source(s):
Indeed.ie/ Payscale/ Excel recruitment

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).

Despite a below average growth rate, employment for sales assistants grew by 8,700 persons between 2021 and 2022 in line with the recovery in the wholesale and retail sector. However, recent job hires far exceeded any growth in employment pointing to significant job churn for this occupation.

This is likely to be related to the young profile of workers in this occupation (44% were aged 15-24 years) and the majority (58%) being in part-time roles. There was a large volume of vacancies advertised through DSP Jobs Ireland and OVATE. Job opportunities are likely to continue to arise for this occupation given its large size and the volume of turnover.

• The Executive Institute

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• Retail Ireland

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