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Retail Store Managers

THE JOB

RETAIL STORE MANAGERS manage stores that specialize in selling a specific
line of merchandise, such as groceries, meat, liquor, apparel, furniture,
automobile parts, electronic items, or household appliances.  Department
managers who oversee the sales of specific kinds of merchandise, such as
toys in a general department store, are also included in this occupational
group.

Managers may plan advertising campaigns and sales promotions, hire and train
personnel, control inventories, draft budgets, and recommend, establish, or
implement store procedures and policies.  Managers may also oversee the
remodeling of a store, plan store layouts and design displays, decide
selling strategies, and represent the store in negotiations with
manufacturers.  Sometimes, managers may be required to stock shelves or
racks, take inventory, supervise employees, or do sales work.  In small
stores, managers are likely to perform most of these duties, while in large
stores they may direct others in these tasks.


WORKING CONDITIONS

Surroundings vary depending on the type and price of merchandise sold. High
fashion specialty shops or jewelry stores may have a plush and quiet
atmosphere, while grocery and retail outlet stores may be crowded and noisy.
To provide a pleasant shopping environment for consumers, retail stores are
generally clean, well lighted, and air-conditioned.

Working conditions may include a considerable amount of walking and standing
since the duties of managers may take them to every part of the store.
Frequent involvement with a variety of people, both staff and shoppers,is a
part of every manager's job.  Some managers cite long hours and continued
pressure for higher profits as hardships.  However, most managers agree that
after the rigorous first years in retailing, the work is rewarding in terms
of job satisfaction and money.


EMPLOYMENT OUTLOOK

The following information is from the California Projections of Employment
published by the Labor Market Information Division.

These figures represent the broad occupational group First-line
Supervisors/Managers-Sales which includes Retail Store Managers.

Estimated number of workers in 1993             137,550
Estimated number of workers in 2005             185,570
Projected Growth 1993 to 2005                       35%
Estimated openings due to separations by 2005    35,530

(These figures do not include self-employment or openings due to turnover.)

Job openings from growth or expansion are expected to be about 48,000. Many
additional job openings will result from workers retiring or otherwise
leaving the labor force.  Employment is expected to grow faster than the
average growth for all occupations during the 1990-2005 projection period.
A large proportion of these managers will continue to be employed by grocery
stores and miscellaneous retail trade stores such as book or sporting goods
stores.  

Growth in retail outlets, together with turnover, will create openings for
both new and experienced managers.  The trend toward keeping stores open
longer may result in larger managerial staffs to provide supervision during
the additional hours.

Continued population shifts and/or growth, along with changes in the
shopping behavior of consumers, will influence changes in the size,
location, and operation of retail establishments.  New marketing strategies,
advertising approaches and managerial methods will make demands upon the
adaptability and creativity of the Retail Store Manager.  Managers who can
adapt to continuing innovations in retail management, especially those who can
foresee opportunities for their company in a changing retail marketing
climate, will be in greatest demand.


WAGES, HOURS AND FRINGE BENEFITS

Basic salaries and overall income vary widely, depending on the size, type,
and profitability of the store.  Salaries for managers start at an hourly
range of the minimum wage to $9.00 in small stores or stores with moderately
priced merchandise.  The average salary for all managers is $17.74 per hour.

Additionally, managers may receive bonuses that can add substantially to
their basic salaries.  Bonus rates and method of computation vary among
stores, but an outstanding manager who consistently meets or surpasses
established quotas may have total annual earnings that exceed $100,000.

Almost all Retail Store Managers get paid vacation; most get paid medical
insurance and sick leave.  Many have paid dental and retirement plans and
life insurance.  Many retailers, especially those in smaller stores,
regularly work as many as 50 to 60 hours a week.  Some stores have
established a policy of the five-day week for executives, while others have
arranged for managers to rotate duties so they have consecutive days off.
Many managers, however, are still required to work weekends and evenings.


ENTRANCE REQUIREMENTS AND TRAINING

There is no single academic track for a career in retailing.  Some
employers require a college degree in business administration for entry into
their training programs, while others specify a minimum of two years of
college.  Still other employers place greater emphasis on experience,
aptitude, and ability than on formal academic training.  Marketing courses
leading to an Associate Degree are available in community or private
colleges.  Other courses likely to be helpful in preparing for a career in
retail management include accounting, public speaking, and basic computer
operations.

Many companies offer management development training programs.  Training may
be offered to employees who have demonstrated potential on the job or to
those who have a suitable academic background.  Training programs usually
include classroom instruction and on-the-job training.


ADVANCEMENT

Potential managers gain retailing experience through a series of
progressively responsible assignments.  Depending on the ability of the
management candidate and the openings available, a typical career path may
include work as a salesperson, assistant buyer, buyer, and ultimately, part
of the management team.  Once in management, such positions as branch and
division manager may be offered.  In stores such as grocery and retail
outlets, the competent department manager is likely to be in line for the
job of store manager.  

However, management structures vary and the line of promotional advancement
may vary as well.


FINDING THE JOB

Some firms recruit for their trainee programs in colleges or universities;
persons without college education may enter a training program through
direct application to employers.  In firms without such a program,
applicants can seek positions in sales, purchasing, or stock work, as these
provide experience that has the potential of leading to management
positions.  The California Employment Development Department Job Match
Program may have information about openings in the retail field.  Newspaper
advertisements are also a good source of job openings.  Experienced managers
find job leads through trade journals or through industry contacts.


ADDITIONAL SOURCES OF INFORMATION

National Grocers Association
1825 Samuel Morse Drive
Reston, VA  20190
(703) 437-5300

RELATED OCCUPATIONAL GUIDES

Buyers (Retail Trade)       No. 118
Retail Salespersons         No. 536

OCCUPATIONAL CODE REFERENCES

DOT (Dictionary of Occupational Titles, 4th Ed., 1991)
Manager, Retail Store   185.167-046
Manager, Department     299.137-010

OES (Occupational Employment Statistics) System
First-Line Supervisors/Managers of Sales and 
Related Occupations         410000


Source:  State of California, Employment Development Department,
         Labor Market Information Division, Information Services Group,
         (916) 262-2162.