Employment and training –
The job of retail manager is reinventing itself
Faced with online commerce and changes in consumption, the profession is adapting, between traditional service and technological innovations.
Jennifer Weil– Office for orientation in Geneva
Published today at 10:01 a.m.
From reception to after-sales, Clara Calderone, apprentice retail manager (right), and her trainer, Katia Amaro (left), provide flawless service.
JENNIFER WEIL / OFPC-SISP
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Fur-lined ankle boots, platform moccasins, biker-style boots: the windows of the Aeschbach store located on rue de Carouge, in Geneva, offer a parade of winter trends.
As soon as the customer enters, Clara Calderone, apprentice retail managercatches his gaze with a warm smile. Without haste, she conveys her reassuring presence to him. His role? Guide them through a tailor-made purchasing experience, thanks to attentive listening and sound advice. A service which, in the era of online commerce, is the essence of the profession.
The art of advising
“The customer comes to the store to touch and try the items, but also for personalized support. What I like is adapting to his expectations and helping him make the best choice,” enthuses Clara Calderone.
At 18, the fashion and sneaker fan is in her third and final year of apprenticeship at Aeschbach, a shoe specialist. Material, shape, assembly: with her knowledge, she responds with confidence to customers eager for recommendations combining style and comfort.
“The younger generations are very attentive to their consumption: sellers must also know the origin and manufacturing of the products, as well as the social and environmental commitments of the brands,” explains Katia Amaro, trainer in the company. Advanced knowledge that apprentices acquire throughout their training, in a digital world saturated with information and options, where human expertise remains irreplaceable.
From A to Z
Consulting is not the only facet of the profession. The customer experience must be impeccable at every stage. “My day begins with preparing the store, receiving the goods and displaying them on the shelves. The atmosphere must be pleasant and the products easy to find,” explains Clara Calderone. Collection and after-sales service are also part of its responsibilities.
Without forgetting online orders, which have become essential. “Today’s consumer wants a seamless experience between digital and physical channels. He can consult products online before coming, or opt for purchasing on the internet with collection in store (click and collect).
For his part, thanks to real-time inventory management, the seller can optimize replenishments and quickly transfer items from another point of sale,” explains Katia Amaro.
Adjusted learning
Customers connected to renewed demands, digital tools, omnichannel environment: so many challenges that the retail manager must now face.
The training of apprentices has adapted to these changes. Since his revision in 2022it emphasizes new technologies, the creation of a universe of positive experiences for the customer and the ability to adapt to varied demands. The goal is to equip young professionals with the essential skills to navigate an ever-changing industry.
Like Clara Calderone, whose empathy and dynamism have already enabled her to build customer loyalty. After her CFC, she aspires to continue her career at Aeschbach.
-Infoswww.orientation.ch etwww.bds-fcs.ch
Focus on AFP
Three questions for Annabel Giuliani, training advisor at the Office for Orientation, Professional and Continuing Training (OFPC) in Geneva.
What is AFP?retail assistant?
L’federal professional training certificate (AFP) is a two-year training course, focused on practice. It is mainly aimed at young people with academic difficulties or people who have studied in a foreign language. It offers rapid access to employment in sales.
Can it lead to an in-depth course?
Absolutely. The AFP can serve as a stepping stone to the Retail Manager CFC. With the employer’s agreement, apprentices can directly enter the second year of this in-depth course.
What are the advantages of its new version?
Since the revision of sales apprenticeships, the AFP has offered a solid and transferable foundation to the CFC, guaranteeing a smoother transition for apprentices wishing to continue their journey.
Infos www.orientation.ch
Jobs to discover
Wednesday, January 29 from 2 p.m. to 4 p.m.,OFPC organizes a Zoom Jobs Sale to CEC Emilie-Gourd (GE). On the program: presentations of apprenticeships in the AFP and CFC retail trade professions, of the school and the training company Aeschbach, testimonials from apprentices and professionals, questions and discussions with the public.
Infos www.citedesmetiers.ch. Free and free entry.
Office for guidance, professional and continuing training (OFPC) of Geneva.
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