At GO Outdoors our purpose is strong and clear; “to inspire and equip everyone for life outdoors”. That’s because we passionately believe in the positive benefits of the outdoors, whether that be the daily dog walk or hiking Ben Nevis, horse riding or cold water therapy, we provide the best equipment for all outdoor activities, always at the best price guaranteed! Our values aren’t just posters on the wall, we live them every day; ‘One Team’ we are stronger together, ‘Responsibility’ we take ownership, ‘Passion’ we believe in what we do and ‘Integrity’ we do the right thing. Clear values which help us to fulfil our mission to be ‘the nation's favourite outdoor retailer’. If you share our passion and want to make a difference join our team to be a part of something ‘unbeatable’!
Role Overview
The Store Manager oversees daily operations, drives sales performance, manages a team of motivated employees, and ensures exceptional customer service to achieve business goals.
Responsibilities
* Effectively run all store operations to meet or exceed sales and KPI targets, set clear sales goals, track performance, and evolve processes for continuous store growth.
* Create and maintain colleague schedules to ensure proper coverage and productivity.
* Recruit, train and continuously develop a positive team culture, building a motivated and high‑performing team.
* Analyse sales data and financial reports to make quick, well‑informed decisions, identifying and responding to opportunities both operationally and commercially.
* Develop and implement strategies to meet and exceed sales targets.
* Attract, engage and motivate customers to make purchases by using the latest visual merchandising techniques and ensuring merchandise displays are attractive and align to brand guidelines.
* Ensure the team delivers the highest level of service, achieving a positive net promoter score (NPS).
* Address customer inquiries, feedback and complaints in a timely and professional manner.
* Drive existing customer loyalty programs and promotions to enhance engagement.
* Maintain compliance with company policies, procedures, and regulatory requirements.
* Monitor and control store expenses to stay within budget and ensure compliance with health & safety regulations.
Role Objectives and KPIs
* Achieve or exceed the store’s monthly sales target.
* Drive all additional KPIs (Units, Conversion, ATV, UPT).
* Reach upselling or cross‑selling targets.
* Maintain a high Net Promoter Score.
* Ensure stock accuracy during store audits.
* Ensure all new colleagues complete mandatory training.
* Achieve employee satisfaction and engagement survey results that meet or exceed company benchmarks.
* Keep operational costs within the allocated budget.
Skills and Experience
* Previous management experience in a fast‑paced retail or customer‑facing environment.
* Passionate about retail and knowledgeable about the latest trends and competitors.
* Strong leadership skills and experience coaching and developing a team.
* Excellent communication skills.
* Proven track record of managing and exceeding sales targets and KPIs.
* Experience analysing reports and making commercial decisions.
* Attention to detail and commercial focus.
* Experience in visual merchandising is advantageous.
* Ability to promote JD Group values to internal and external stakeholders.
Benefits
* Quarterly discretionary bonus schemes.
* 30% company discount on products in‑store and online (JD Sports, Size?, Foot Patrol, Blacks, Millets, GO Outdoors).
* Exclusive deals and discounts from retail and hospitality partners via the online benefits platform.
* Access to digital health and well‑being services through the benefits platform.
* Health cash plans.
* Internal development courses for personal and professional growth.
* Access to apprenticeships and accredited qualifications (Earn while you learn and gain nationally recognised qualifications – England only).
* Company sick pay scheme.
* Health care cover.
* Discounted gym memberships at JD Gyms.
* Life assurance.
* Colleague networks to share experiences and support positive change initiatives.
* Volunteer opportunities to contribute to the JD Foundation.
* Employer engagement forums to influence positive change.
* Incremental holiday allowance.
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