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Store Demonstrator

Do you want to become a Store Demonstrator? Here is some information to help point you in the right direction:

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Store demonstrators are responsible for demonstrating and promoting products for a manufacturer/supplier or store. They may be promoting anything from a new brand of perfume to a new flavour of crisps. They:

• explain and illustrate how a product works
• need to be aware of the features of the product
• must be able to sell the benefits of the product
• must be able to explain why the product is better than those of its competitors.

A store demonstrator usually works 37 hours a week and this may include some weekend and evening work. Flexible working conditions may be available, but it is unusual to find permanent work. Most of the day will be spent standing and store demonstrators may have to lift and carry equipment. They need to dress smartly and may have to wear a uniform provided by the promoter.

Salaries for store demonstrators range from £8,500 to £16,000 a year. There may be opportunities to earn more from overtime and commissions.

A store demonstrator should:

• have good communication skills and be out-going with a lively personality
• have good customer service skills
• be well presented with a smart and tidy appearance.
• enjoy meeting and talking to customers.

There are nearly three million people employed in the retail sector across the UK. Store demonstration is a specialised area, with approximately 3,000 store demonstrators working throughout the UK. Store demonstrators work for large or small organisations, from multi-chain supermarkets to independent department stores.

No formal entry qualifications are required, but employers will look for a good standard of education. They may expect four GCSEs/S grades (A-C/1-3), including English and maths.

Most store demonstrators enter this work as adults. Customer service and people skills are vital for this role, so maturity can be seen as an asset.

Unless a store demonstrator works for a large retailer there is no formal training programme. Self-employed store demonstrators, who work through an agency, will normally receive training in the form of a briefing session from the client.

There is no set promotional structure in place although the job can be used as a stepping-stone for anyone wanting to pursue a sales or customer-related career. Opportunities may also exist to work for a recruitment agency in a sales role, recruiting new demonstrators and finding new opportunities with clients.

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