Partners in Implementing National Retail Skill Standards and Assessments
Policy Rationale and Goals: Through grant funding from the National Skill Standards Board (NSSB) and the U.S. Department of Labor, the National Retail Federation (NRF) convened a task force of retailers (sales associate to CEO level) and education, labor, and government representatives to develop pilot standards for the Professional Sales Associate. This work was supported by the National Retail Institute (NRI), the nonprofit research and education foundation of the NRF. The NRI is currently managing the Sales & Service Voluntary Partnership&tm;. The Sales & Service Voluntary Partnership is a national body serving as the catalyst for skill standards development for the retail, wholesale, real estate, and personal services industries.
While
the Sales & Service standards continue to be developed, NRI has moved ahead
with developing an assessment system to complement its pilot retail standards
for the Professional Sales Associate. This assessment system has two options:
[1] the written or computer-based Retail Readiness Assessment (RRA) and 
[2] the
video-based scenario AccuVision Retail Assessment System. To implement the use
of its pilot standards and assessment system, NRI has developed or is currently
developing a range of materials and programs. DECA, the national student
organization linked to Marketing Education programs in every state, has been a
strong partner with the NRF/NRI in the development and dissemination of retail
skill standards. DECA has been involved in the piloting of the RRA and the
AccuVision Retail Assessment System and continues strong involvement in the
NRI's School-to-Work initiative -- Retail Employer Link to Education (RELE).
Retail Readiness Assessment: The Retail Readiness Assessment (RRA) is available in pencil and paper or computerized format. The NRI worked with NCS London House, a national assessment development company, to create the RRA. The RRA is designed to measure key qualities of a successful Professional Sales Associate, including customer service aptitude, customer service attitude, confidence/influence, sales aptitude, sales responsibility, and service knowledge. NCS London House does the scoring for the paper version. On-site scoring and results are available for computer-administered tests using software available for purchase from NRI (called Quanta for Windows). Results from the assessment are summarized in a two-page Composite Index that provides a quick reference to the individual's overall readiness to provide excellent customer service. The first page of the report analyzes the individual's scores in the tested areas of customer service, sales, and validity (measuring the test taker's accuracy and candidness). A second page of the report examines positive and negative behavioral indicators based on the individual's responses in each of the areas measured by the assessment. Below are two sample questions from the RRA:
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AccuVision Retail Assessment System: The second option in the NRI assessment system is a tool that employs video job simulation, and computer scoring to capture the skills and abilities required for success in sales associate positions. This assessment system contains video simulations of various job situations and presents four possible responses, each varying by degree of correctness. The situations presented are based on research of realistic job situations and use the Professional Sales Associate skill standards as a foundation. Validation studies comparing scores on the assessment to actual job performance have been conducted. Because the assessment is video-based, the reading ability of test takers has little bearing on their performance. The assessment system includes three modules: [1] customer relations, [2] sales skills, and [3] training. Each of these include an analysis of the sales associate's ability to learn and apply new information.
Implementation Strategy: Both the written RRA and the video-based AccuVision assessments are designed to serve a variety of purposes. The assessments can be used to assess the skills and abilities of potential job candidates, to determine the training needs of an employer's existing sales associates, or to develop curriculum for educational and job training programs. By creating flexible, stand-alone assessments that are aligned to national skill standards, the NRI hopes to create a system that is useful for a wide range of organizations involved in building a high-performance workplace in the retail industry.
NRI partners with a range of retail industry, education, and workforce development organizations to implement a full spectrum of options using its skill standards and assessment systems. Retail Employer Link to Education (RELE) is a recent School-to-Work initiative resulting from an industry need and through a grant from the National School-to-Work Office. The NRI is helping its affiliated state retail associations implement the Youth Opportunities in Retailing (YOR) program through the RELE initiative.
The YOR program model was developed by the New Mexico Retail Association, in partnership with member retailers and DECA advisors in the state. Through the RELE initiative, at least seven state retail associations will partner with member retailers, DECA, and other organizations to implement the YOR program over the two-year grant period. According to Corinne Berkseth, a national DECA staff member working on loan to the NRI, under this model, a retail state association staff person is designated to broker the relationship between schools, students, and retailers. DECA continues to play a primary education partner role in New Mexico and in the other implementation states.
The mechanics of the YOR program include introducing students to the retail industry, providing them with pre-employment training, assisting with part-time job placement, and monitoring student and retailer progress. An initial presentation on the program and retail career possibilities is given in Marketing Education/DECA or other classes by YOR staff. After the presentation, students apply for the program. As part of the application process, students participate in a seminar led by YOR staff. This pre-employment seminar is approximately three hours long and usually takes place after school at the school site. An overview of job seeking and desired employability skills is provided. Students then take the Retail Readiness Assessment and conduct a mock job interview with YOR staff. Potential retailers are identified, and the student applies and interviews directly with the companies. Once the student is hired, he or she is officially enrolled in the YOR program. YOR staff monitors the student's progress on the job in partnership with his or her employer to ensure both student and employer are benefiting. YOR hosts two full-day seminars during the school year so that students continue to learn how they can progress in their current positions and how their success can lead to career opportunities in the retail industry or other arenas. In addition, grades are monitored and performance evaluations are conducted on a regular basis.
Outcomes: The NRI anticipates continuing its partnership with DECA to implement the YOR program. It expects YOR will become one option for implementation of skill standards and assessments in a manner that is systematic and sustainable at the local, state, and national levels. Today, the YOR program has grown to include partnerships in Arizona, Hawaii, and Massachusetts, with plans for expansion into three additional states later in 1999. In the spring of 1999, the NRI will publish a follow up to its Implementation Guide of 1996, updating best practices of all kinds for integrating model retail skill standards, aligning curriculum, and using its assessments.
Information regarding the Retail Readiness Assessment is available on-line from the National Retail Federation web site: <http://www.nrf.com/nri.rra.htm>.
Information materials regarding the AccuVision Retail Assessment System can be obtained from Alignmark, 258 Southhall Lane, Suite 400, Maitland, FL 32751-7457, (800) 682-4587.
