Elements and Performance Criteria

The range statement relates to the unit of competency as a whole. It allows for different work environments and situations that may affect performance. Bold italicised wording in the performance criteria is detailed below.
Components of the store image may include:
logo
products
services
layouts
displays
tickets
visual merchandising
promotional events and themes.
Store documentation may include:
sales reports
customer surveys
market research.
Appropriate areas for research may focus on:
location
consumer
product
brand
price
layout
advertising.
Market research techniques may include:
interviews
observations
surveys
questionnaires.
Store policy may relate to:
marketing
market research.
Data may include:
internal: customer orders, random surveys, complaints, returns
external: ABS statistics, books, newspaper reports, supplier information.
Customers may include:
new or repeat contacts
external and internal contacts
business customers or individuals
customers with routine or special requests
people from a range of social, cultural and ethnic backgrounds and with varying physical and mental abilities.
Demographic profile may include:
age
buying power
family structures
employment patterns
education levels
tourism
mobility
occupations
marital status
cultural and ethnic background
income levels
population size.
Changing trends may include:
tourism
immigration
technology
selling approaches
leisure time
environmental issues
discount operators
quality demands
advances in technology.
Customer demands may vary according to:
preference
health factors
age
cultural group
dietary issues
price.
Ideas may be generated using techniques such as:
product association
brainstorming
visualising
telling stories
creative writing
lateral thinking
mind mapping, drawings
using prompts.
Methods for attracting customers may include:
advertising
seasonal promotions
new product launches
public relations
publicity.
Relevant personnel may include:
team leader
supervisor
manager.
Methods used to evaluate ideas may include:
developing checklists
discussing the process with colleagues or supervisors
writing a report of the outcomes.

The evidence guide provides advice on assessment and must be read in conjunction with the performance criteria, required skills and knowledge, the range statement and the Assessment Guidelines for this Training Package.
Critical aspects for assessment and evidence required to demonstrate competency in this unit
Evidence of the following is essential:
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 according to store policies and budgetary requirements.
Context of and specific resources for assessment
Assessment must ensure access to:
a retail work environment
relevant documentation, such as:
store policy and procedures manuals
store documentation in relation to store image
market data.
Methods of assessment
A range of assessment methods should be used to assess practical skills and knowledge. The following examples are appropriate for this unit:
observation of the candidate in the workplace
third-party reports from a supervisor
case studies
research reports
written or verbal questioning to assess knowledge and understanding
review of portfolios of evidence and third-party workplace reports of on-the-job performance.
Guidance information for assessment
Holistic assessment with other units relevant to the industry sector, workplace and job role is recommended.