Embed coaching skills within retail management to enhance performance and improvement
Ideal for team leaders looking to step up into a more senior role, or existing managers aiming to strengthen people development techniques, this apprenticeship is designed to enhance the skills of experienced leaders with a focus on coaching alongside store management fundamentals.
Learners will gain a suite of practical skills such as commercial decision-making, controlling costs, loss prevention and data analysis to drive efficiency in retail stores. They’ll also learn about where the business operates in the context of the wider market.
KEY INFORMATION
- Develop data-led retail managers and drive smarter decision-making to plan, forecast and manage performance
- Builds effective coaching and mentoring skills, embedding day‑to‑day development into the workplace
- Includes Chartered Management Institute Level 5 Award in Management & Leadership
APPRENTICESHIP DETAILS
This apprenticeship combines Chartered Management Institute Level 5 units with the Level 4 Retail Manager standard to drive productivity, retention and operational excellence in teams through advanced performance management methods. Develop managers who lead by example for motivated, high-performing teams in retail contexts.
- Open cohorts start in February/March and September/October
- Closed cohorts can start at any time
- Hybrid online and in-person sessions at Electra House, with increased flexibility for closed access cohorts
- Practical experience balanced with theoretical learning
The Level 4 Retail Leadership & Performance Coach apprenticeship is ideal for managers in all areas of the retail industry aiming to enhance their people development skills alongside fundamental retail leadership knowledge.
Managers will learn how empowering their teams enhances long-term professional performance, whilst also understanding how to drive commercial performance and meet store sales targets. By integrating coaching with organisational objectives, this programme prepares leaders to create a high-performance culture tailored to retail settings and frontline sales and customer service teams.
They’ll also be trained in insight analysis, reputation management and regulatory requirements, as well as looking at emerging technologies and environmental considerations, and understand how these elements work together with a highly-motivated team to create customer experiences that inspire long-term loyalty.
The Level 5 Retail Leadership & Performance Coach apprenticeship costs £5,000 per learner which includes the CMI Level 5 Award and End-Point Assessment.
Funding
Apprenticeships can be funded from your Apprenticeship Levy or by Government Co-Invest. If you do not pay the Levy, the Government will fund 95% of the programme, meaning you pay as little as £250 per person you enrol. We are also able to offer privately funded places for any employees not eligible for apprenticeship funding. For further information about funding options, eligibility and costs, please contact us.
Cost Includes:
- Bespoke off-the-job learning plan
- Programme Manager overseeing the learner journey and apprentice experience
- Delivery of the programme by retail experts
- Blend of sessions including online learning, webinars, in-person workshops, and individual coaching and support
- Preparation and support for End-Point Assessment
- Dedicated Client Manager
- Access to FRA resources including WGSN, LinkedIn Learning, Global Data, Business of Fashion, Fashion/Beauty Monitor and Drapers
- Online e-Portfolio
- Monthly progress report
Duration: 15 months
The Level 5 Retail Leadership & Performance Coach apprenticeship typically takes 15 months to complete, followed by a period of end-point assessment of approximately 3 months.
Open Cohort Intakes
February/March
September/October
Enquire now to secure places for your team
Closed Cohorts
We can begin a closed intake apprenticeship at any time that suits your brand. We require a minimum of 10 learners to offer a closed cohort for Level 5 Retail Leadership & Performance Coach.
For our closed-access programmes, we can devise a flexible programme and delivery model to support the needs of your business – please get in touch to find out more about the options available.
End-Point Assessment for this programme is delivered by Education For Industry Awards (apprenticeship) and the Chartered Management Institute (Level 5 Award)
Apprenticeship Assessment:
- Two-hour written exam with scenario-based questions
- Presentation of a retail business project
- One-hour professional discussion
Level 5 Award:
- Written assignment
1. Leadership & Self-Development
Managers develop as self-aware, confident leaders, exploring leadership styles, emotional intelligence and personal impact. They learn when to lead, manage or coach, and how their values shape decisions in practice, building an understanding of organisational culture, equality, diversity and inclusion, and how to apply continuous professional development through reflective practice.
2. Brand Reputation
Managers explore how the business operates within its wider legal, commercial and market context. They develop an understanding of brand positioning, reputation management and environmental factors affecting the business. The module builds commercial awareness and confidence in decision‑making, and introduces the difference between leading, managing and coaching in practice.
3. Driving Commercial Performance
Managers focus on improving business performance through strong commercial decision‑making and coaching, learning how to control costs, prevent loss and use data to monitor performance, while developing teams through commercial and performance coaching, with an emphasis on achieving results through people, not just processes.
4. Customer Insights & Marketing
Managers develop an understanding of the customer journey and use insights to improve experience and performance. They explore how to communicate through coaching, handle feedback and complaints effectively, and engage diverse audiences. They focus on using data and insights to shape marketing activity and service delivery.
5. Your Brand Promise
Managers strengthen their ability to deliver the brand consistently, even under pressure, covering sales performance, merchandising, stock management and promotional activity, alongside effective selling techniques and KPI monitoring. They gain confidence in translating brand values and knowledge into strong commercial and customer outcomes.
6. Retail Technology & Data
Managers learn how to use technology and data to improve efficiency, decision‑making and performance in retail operations, exploring retail systems, data‑driven insights, risk and compliance, and emerging technologies. They also learn how to support teams to adopt new technology through coaching and leadership.
7. Coaching to Success
Managers develop as effective workplace coaches who can recruit, develop and motivate high‑performing teams, exploring coaching models and techniques, team dynamics and knowledge sharing, and building confidence in supporting individual and team performance. They focus on embedding a coaching culture that drives engagement and results.
CMI Level 5 Award in Management & Leadership Unit 535: Management and Leadership Influences in Coaching and Mentoring
Managers develop an in-depth appreciation of the challenges faced by individuals they support, evaluating the role and influence of organisation culture, management, leadership and change on coaching and mentoring and applying this information in their professional practice.
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