Photo Retail Manager
The Photo Retail Manager has the challenging task of ensuring that his or her photo retail outlet operates profitably and efficiently in a very competitive market place. They not only need to be good store managers with a passion for photography and photo imaging services, but also need strong business skills and keen business acumen in order to develop the business and keep up with their competitors on the high street and on the internet.
Photo Retail Managers need to understand the needs of their customers, keep up with the rapidly evolving market for photo imaging products and services, and know how to coach, motivate and retain sales staff. This is a competitive role that is both interesting and financially rewarding, with good career prospects.
What is the job?
Photo retail outlets vary greatly in both scope and scale; from specialised sales areas within large out-of-town electronic retailers to high street shops; and from minilab facilities within a shopping mall to specialised departments within a town-centre department store. Photo Retail businesses may be structured as part of a large corporation, national franchise or independent store. This means that the precise responsibilities of the Photo Retail Manager will vary significantly in each individual situation. That said Photo Retail Managers will typically have a number of core responsibilities, including:
- Recruiting, training, managing and motivating of several Photo Retail Assistants (see Skillset Job Profile for Photo Retail Assistant)
- Ensuring that the shop is well stocked; for managing promotions
- Making sure that the operation meets or exceeds the sales targets set by the company, franchisee or owners
- Dealing with takings, analyse sales figures and look for new ways to increase sales and improve efficiency
- Ensuring standards for quality, customer service and health and safety are met
- Handling and resolving any customer complaints or queries.
Depending on the precise nature of the business, Photo Retail Managers may also be asked to undertake one of more of the following duties:
- Updating and developing the range of products and services provided
- Keeping aware of competitors' promotions and market trends
- Develop local promotions, displays and events (independently or in line with the employers or franchisers guidelines)
- Taking part in networking events, build and maintain relationships with local businesses, camera clubs, universities and other client groups
- Managing and supervising the operation of an in-store minilab, kiosk or other photographic printing facility
- Supervising the work of Field Service Technicians (see Skillset Job Profile for this role) and negotiating with manufacturers sales representatives
- Managing or assisting with the management of the store's web presence.
Though a Photo Retail Manager may have an office, they are likely to spend most of their time monitoring and supervising the retail areas and will be expected to help serve, advise and sell to customers when required.
Salaries are similar to those offered in other competitive areas of retail management. Photo Retail Managers will often earn extra bonuses and commission for meeting sales targets. Photo Retail Managers normally work a 35 to 40 hour week, though hours are likely to include evenings and weekends depending on the store's location and opening hours.
Typical career routes
Photo Retail is a highly competitive sector that has come through a great shake-up in recent years following the arrival of good quality digital cameras and the growth of internet retailing. To become a Photo Retail Manager you do not usually need specific qualifications, although you will need to be competent in mental arithmetic, the use of IT and photo imaging software.
It is not unusual for senior Photo Retail Sales Assistants to be promoted to the position of Photo Retail Manager within a larger retail organisation. It is also common for applicants with experience in related areas of retailing, such as electronics or computing, to apply for this position.
The prospects of promotion to senior management are good within retail corporations, particularly in larger organisations that are committed to staff training. Working as a manager also provides good preparation for starting your own business or buying into a photo retail franchise, and many franchisers actively encourage ambitious managers to take this route.
Most photo retail operations have their own websites where the advertise vacancies and training schemes. Jobs listings can also be found in national newspapers or the trade press, such as the British Journal of Photography.
Essential knowledge and skills
Every Photo Retail Manager needs to have a genuine passion and enthusiasm for photography and an interest in the market for photo imaging services. They need to be highly motivated, have a smart appearance and plenty of stamina. They should also be willing to take responsibility and be committed to the needs of the customer.
They should demonstrate strong team leadership skills and be able to train, inspire and motivate Retail Assistants to sell the stores products and services. They need to have a detailed understanding of photographic equipment and services and the market for these goods and services. They will need to have good numerical skills to enable them to deal with payments and stock checks and have experience in the operation of IT equipment, cash registers, credit card payment terminals and barcode scanners.
Photo Retail Outlets face fierce competition from internet retailers and Managers (particularly franchisees who manage their own stores) therefore need to demonstrate a great deal of business acumen in order to remain profitable and grow their businesses. This may involve networking with local businesses as well as building and maintaining relationships with camera clubs and other organisations such as universities that make significant use of photo imaging products and services.
Photo Retail Mangers need to be able to work flexibly within a larger organisation such as a retail corporation or franchise operation. They need to be able to communicate with a wide variety of different people; they must have strong decision making skills; and must be confident when dealing with difficult and sometimes unexpected situations. They should have a good understanding of the law relating to employment, Health and Safety as well as the rights of a shopkeeper in relation to crimes such as shoplifting.
Training and qualifications
To become a Photo Retail Manager, applicants do not usually need any specific qualifications, though a BTEC or HNC in Retail Management or Photography would be an advantage. Applicants may find that a foundation degree, BTEC, HNC or degree in retail management, business or a marketing-related subject is also beneficial.
Prospective Photo Retail Mangers can take a retail degree as a 'sandwich course', which includes a year's work placement to provide hands-on experience. Employers usually value management skills, customer services skills and a positive attitude, over any academic qualifications - though a passion for photography is always a big plus.
It is unlikely that graduates will secure a position as Photo Retail Manager directly; however, it is possible to gain a placement in a large retail chain as a trainee manager, through a management training scheme or otherwise gain experience as a Retail Sales Assistant independently. Most companies will ask that applicants are qualified to at least 'A' level (or 'Highers' in Scotland) standard to join a management training scheme.
Those working as a Photo Retail Manager for a retail chain or franchise, will probably be offered ongoing training and coaching throughout their retail career. This training may include the chance to gain work-based qualifications such as NVQ/SVQ Level 3 in Retail Operations, Level 3 in Customer Service and Level 4 in Management.
Some larger chains and franchise operations also offer Masters Level Management training courses which usually last around 18 months to two years.
For this information and more, please view the attached PDF. 
Photo Retail Manager
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