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A retail area manager manages the operations of a retail store in a specific area, ensuring stores meet or exceed annual revenue targets. They allocate revenue targets, manage the operating budget, hold sales meetings, ensure operating procedures are followed, and may have the authority to sanction construction or closure of stores. They typically have a degree in business administration or management and previous retail experience.
A retail area manager is responsible for managing the operations of a retail store in a specific area. Each area manager is assigned to a particular territory, and the manager must ensure that stores within that territory meet or exceed annual revenue targets. Typically, store managers are the area manager’s only direct reports, while the area manager usually reports directly to an executive or regional director.
Most retailers set annual revenue targets; these enterprise-wide targets are split across the different regions in which the retailer operates. The retail area manager needs to further divide these goals between each store or retail location. Having allocated revenue targets, the area manager is also responsible for managing the retailer’s operating budget. The area manager must properly allocate funds so that high-volume stores have enough cash to buy inventory and hire enough staff. Sales projections and performance reports for past years are typically reviewed before budget decisions are made.
Typically, a retail area manager holds weekly or monthly sales meetings with store managers. Each manager must report on recent sales activity during these calls. The area manager can ask successful store managers to share their best sales practices and techniques with other supervisors during these meetings. Details of procedural or operational changes are also shared during these meetings, as well as information about upcoming promotions and product launches. In turn, the retail area manager typically participates in regular meetings with the executive or district sales director, during which details of company-wide announcements are shared.
In addition to sales, the retail area manager is also responsible for ensuring that operating procedures are followed in all stores. The manager must decide how store employees should store cash and transport cash to the bank. Managers must also develop procedures for opening and closing stores and policies for dealing with issues such as store lifts or customer complaints. In some cases, area managers also have the authority to sanction the construction of new stores and the closure of underperforming locations. When stores are closed, the area manager may decide to transfer employees from the closed store to another location.
Typically, a retail area manager has a degree in business administration or management. Additionally, most retailers require managers to have previous retail experience, including some time spent as a supervisor or store manager. Successful area managers often transition into executive roles, although some companies require people in these roles to have advanced degrees in business, marketing, or a related topic.
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