Home > News > December 2007 > 17 December 2007

Skillsmart Retail publishes research into online shopping

A new study from Skillsmart Retail says online shopping is changing the way the industry works and developing a new breed of retail staff.

The Sector Skills Council for retail says its study found that although online buying is far from replacing high street shopping, it is now a real market driver and is helping to shape the way the industry develops.

According to the report, the report also found that online is now combining with traditional models of shopping to propose a new set of challenges to the sector's existing staff and creating a host of new roles in areas such as web marketing and IT.

Ian Wheeler, research manager at Skillsmart Retail, and author of the report, said: "Online retailing is far from taking over from the high street, but it is now actively changing and enriching roles of many working in the sector.

"Online and offline shopping are converging meaning new challenges for retail workers and increasing the complexity of many jobs in the industry."

Skillsmart Retail says the report, entitled 'Skillsmart Retail Analysis: Online retailing potential developments and its impact on people and skills', concentrated largely on secondary sources and commentary from retailers themselves.

The reports suggests that the development of online retailing has seen high street retailers develop a range of new skills including marketing, design, copywriting and online visual merchandising to perfect their online environments They have also had to transfer their expertise online including sales, merchandising, advice and customer retention skills.

Mr Wheeler said: "Roles at all levels are seeing a change. This includes in-store sales assistants. Not only will they need to have knowledge of what's in their own store and store based systems, they'll also have to understand online offers as well.

"It will also present significant challenges for senior managers who need to understand how this relatively new medium operates and helps to achieve sales growth, market share and enhance brand awareness.

"New vacancies are also being created requiring a new set of skills. A trawl of the jobs vacant also indicates a range of new occupations are also emerging, including 'online store manager', 'internet operations manager' and 'multi-channel trading manager' to name but a few."

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