Photo Retail Sales Assistant
Photo Retail Sales Assistants advise on a wide range of digital, optical, video and photo imaging equipment to meet their customers' photographic and budgetary requirements. They may also be asked to take customer orders for the processing and printing of film and digital media at an in-store Minilab or off-site commercial laboratory.
In some high street or department stores, the Photo Retail Sales Assistant may also need to work as a Minilab Assistant (see the Skillset Job Profile for Minilab Operator for further details). Sales Assistants may be full-time or part-time employees of the company and though pay is moderate, they enjoy the benefits of regular pay, holidays and other benefits.
What is the job?
The Photo Retail Sales Assistant must listen to and understand the customer's needs before guiding them in their choice of photographic equipment, products and services. To do this effectively, they will often have to demonstrate equipment (e.g. cameras, tripods, digital imaging software and home printers) in a professional and helpful manor, pointing out the features and benefits of the different products. They will be expected to promote the sale of accessories or additional services, e.g., digital imaging software and insurance. They may also be required to take photographs for official documents (e.g. passports and driving licences).
Their main responsibilities include:
- serving customers
- helping customers find the goods they want
- giving advice on the availability of stock
- providing accurate information on products and prices
- pointing out any special promotions
- processing payments by cash, card or cheque
- making sure goods are attractively displayed
- arranging orders and delivery of stock.
Photo Retail Sales Assistants will also need to take instructions with regard to photographic printing and processing and advising on the range of options available (e.g. Minilab or offsite processing laboratory). In smaller independent shops, tasks are likely to be more varied, and may include arranging window displays and receiving deliveries.
Photo Retail Sales Assistants generally work a regular weekly shift, which includes evenings and weekends. Part-time work is also very common. Sales staff normally spend a lot of time on their feet and often need to lift and carry items of stock. Photo Retail Sales Assistants need to dress smartly and some may be expected to wear a uniform.
Typical career routes
Photo Retail is a growing sector and opportunities can be found across the country. Many stores/retail operations now have their own websites advertising vacancies and training schemes. This is an entry-level job, though employers will often ask that applicants have some retail sales or customer service experience.
Promotion prospects are very good, particularly in larger organisations that are committed to staff training. Photo Retail Sales Assistants may be offered the opportunity to move into a supervisory position, or management, or to train as a Minilab Operator. This in turn can lead to work as a Digital Imaging Specialist (see the Skillset Job Profiles for these two roles).
Essential knowledge and skills
Every Sales Assistant needs to be able to communicate with the public in a helpful and pleasant manner, either face to face or over the telephone. On top of this Photo Retail Sales Assistants need to provide clear and concise advice about photographic equipment and services that will help the customer make an informed buying decision. A Photo Retail Sales Assistant will therefore need to demonstrate a willingness to learn technical details, such as how to control shutter speeds, apertures and film speeds and the results that different focal length lenses can achieve. With the continued growth and development of digital photography, an understanding of digital media, memory cards, batteries, chargers and related accessories is also of importance.
To be a Photo Retail Sales Assistant you should:
- be capable of working within a team
- enjoy working with the public
- have a polite, helpful manner
- be confident when dealing with difficult and sometimes unexpected situations
- have a smart appearance
- have good numerical skills for dealing with payments and stock checks
- be comfortable using computerised equipment such as cash registers, credit card payment terminals and barcode scanners
- have plenty of stamina.
Training and qualifications
Applicants do not need any qualifications to become a Photo Retail Sales Assistant, although some employers may prefer applicants with GCSEs or Standard grades in English and Maths. Employers usually value customer services skills and a positive attitude, over any academic qualifications - though an interest in photography is always useful.
Relevant generic Retail qualifications for this role include:
- BTEC First Diploma in Retail
- NVQ/SVQ levels 2 and 3 in Retail Operations
- NVQ levels 2 and 3 in Sales
- NVQ/SVQ Level 1 in Distributive Operations
- NVQ/SVQ levels 2 and 3 in Customer Service.
Employers may support work-based qualifications, such as Apprenticeships and NVQ/SVQs. Photo Imaging NVQ/SVQs are currently available at levels 2, 3 and 4. They also contain relevant Retail pathways.
For this information and more, please view the attached PDF. 
Photo Retail Sales Assistant
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