Store Demonstrator

What is the work like?

Store demonstrators work in department stores, supermarkets and other retail businesses, introducing and promoting products to customers to help increase sales of a particular line or brand. They may demonstrate a wide range of different products including:

• food and drink, from microwave popcorn to hot chocolate
• domestic appliances, such as vacuum and steam cleaners
• kitchen appliances and gadgets
• cleaning products
• personal care items
• tools and electrical equipment
• digital equipment, such as mobile phones and laptops
• home improvement products, such as double glazing
• toys.

Products may be new to the market or on special promotion. Duties vary according to the venue and the type of product being demonstrated, but can include:

• setting up a display area where demonstrations take place and keeping it clean and tidy
• arranging stock, posters and other publicity material to attract customers
• using promotional material, such as DVDs
• encouraging customers passing by to stop at the display
• using a microphone to attract customers to the display
• inviting customers to taste samples of food and drink
• demonstrating a product and showing how easy it is to use, for example by chopping vegetables or cleaning a surface
• explaining the benefits of a product in a way that encourages people to buy
• answering any relevant questions about the product
• making sure the display area is fully stocked
• handing out leaflets, brochures, coupons and free samples
• promoting special offers or discounts
• recording the number of customer contacts and items sold
• taking the display down.

Some store demonstrators sell products directly to customers, while others direct people to the area of the store where products are on sale. In the case of large purchases like home improvement items, they take the contact details of people who are interested and pass them on to the sales team.

Store demonstrators may work alone or as part of a team. They spend anything from one day to a week or more demonstrating in each venue and then move on to another venue.

Hours and environment

A full-time store demonstrator usually works between 37 and 40 hours a week. This is likely to include evening and weekend work to cover store opening hours. Many store demonstrators work part time. There may be opportunities to work on a temporary basis at busy times, such as the weeks before Christmas.

Store demonstrators work in shops, shopping centres and supermarkets. They may also work at other venues, such as exhibition and conference centres, during events such as food fairs, exhibitions and trade shows. They spend most of their day standing and may have to lift and carry boxes of products, samples and leaflets.

Making a good first impression on customers is important, so store demonstrators must be well groomed and smartly dressed. Some wear uniforms, promotional T-shirts or even fancy dress provided by the promoter.

A car or van may be needed to travel between venues, so a driving licence is useful.

Salary and other benefits

These figures are only a guide, as actual rates of pay may vary, depending on the employer and where people live.

• Store demonstrators starting out may earn between £10,000 and £11,500 a year.
• More experienced store demonstrators may earn around £17,000.
• The highest salary for store demonstrators may be around £20,000.

Some store demonstrators earn commission or productivity bonuses. There may be other benefits, such as free products, discounts and travel expenses.

Demonstrators who are employed through an agency may be paid an hourly or daily rate.

Skills and personal qualities

A store demonstrator should:

• have excellent communication skills
• have a confident and outgoing personality
• have good customer service skills
• be able to talk to people of all ages and backgrounds
• be comfortable talking to both individuals and groups of people
• have a clear speaking voice
• be able to talk enthusiastically about a wide range of products
• be able to use products with confidence
• be able to understand product information in order to answer customer queries
• have energy and stamina to be on their feet for long periods
• be creative in finding ways to boost sales.

Interests

It is important to:

• be interested in retail and sales
• enjoy meeting and talking to customers.

Getting in

Most of the opportunities for store demonstrators in the UK are in cities, towns and out-of-town shopping centres.

Employers range from supermarkets to independent department stores and the manufacturers and distributors of products. The majority of opportunities, however, are with specialist field marketing agencies or suppliers. These companies are based predominantly in and around London and in some large cities. However, most companies have a network of store demonstrators spread across the UK.

Store demonstrators may choose to be on the books of several companies to increase the regularity of work. It is important to be aware that some agencies charge individuals a fee to be kept on their books. This is not normal practice and no reputable agency will ask people to pay to register for this type of work.

Vacancies are advertised in Jobcentre Plus offices, in local newspapers and on individual employers' websites and jobs bulletins. The Direct Marketing Agency (DMA), the trade association for the direct marketing industry, lists specialist field marketing companies on its website.

Entry routes

It is possible to become a store demonstrator without formal qualifications, but employers look for evidence of literacy, numeracy and excellent communication skills. An outgoing personality and an enthusiastic attitude are an advantage. Previous experience of working in retail, customer service and talking to groups of people may be required.

Demonstrators inviting customers to taste food need to have a basic food hygiene qualification, such as the Level 2 Award in food safety for retail.

Some models and actors do this work because it can provide income between engagements.

Training

There is no formal training for this job, but good product knowledge is essential. Store demonstrators attend briefing sessions and short courses to learn about the products they will be demonstrating.

Getting on

There is no formal promotion structure for store demonstrators. The experience gained in this role may be useful when applying for other jobs in retail, customer service, marketing or promotions.

Further information

BHF-BSSA Group, Middleton House, 2 Main Road, Middleton Cheney, Banbury, Oxfordshire OX17 2TN. 01295 712277. Website: www.british-shops.co.uk

Chartered Institute of Environmental Health (CIEH), Chadwick Court, 15 Hatfields, London SE1 8DJ. 020 7928 6006. Website: www.cieh.org

Direct Marketing Association (DMA), DMA House, 70 Margaret Street, London W1W 8SS. 020 7291 3300. Website: www.dma.org.uk

Royal Society for Public Health (RSPH), 3rd Floor Market Towers, 1 Nine Elms Lane, London SW8 5NQ. 020 3177 1600. Website: www.rsph.org.uk

Skillsmart Retail Ltd, 4th Floor, 93 Newman Street, London W1T 3EZ. 0800 093 5001. Website: www.skillsmartretail.com

Further reading

Real Life Guides: Retail - Trotman

Retail sector factsheets - Skillsmart Retail

TARGETjobs Retail, Management & Sales - GTI

Magazines/journals

Retail Week

Retail Therapy - Skillsmart Retail

(Some may be priced)

May 2010

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