Duty manager Review
at Wickes PLC
Higher Level Apprenticeship
Retail Manager
Warrington, Cheshire
Review Submitted: February 2026
Overall Rating
5 /5
The Overall Rating is the average of all the ratings given in each category. We take those individual ratings and combine them into one final score!
5/5
-
Overview of Role
5/5
-
Skills Development
5/5
-
Structure and Support
Overview of Role
Please give an overview of your role and what this involves on a day-to-day basis:
5/5
As a Duty Manager at Wickes, I am responsible for leading the shopfloor and assisted selling areas to deliver strong commercial results while maintaining excellent customer service and operational standards. On a day-to-day basis, this involves overseeing team performance, delegating tasks, supporting colleagues with customer queries and escalations, and ensuring health and safety compliance across the store.
I regularly monitor sales performance against targets, review KPIs such as ATV, conversion and TradePro sign-ups, and make real-time decisions to maximise opportunities. I also manage staffing deployment, coordinate daily huddles, and ensure effective communication between showroom, shopfloor and yard teams.
A key part of my role involves coaching and developing colleagues, handling difficult conversations where required, and promoting a positive and inclusive team culture. I take ownership of operational planning, stock management, and maintaining high visual merchandising standards to ensure the store is commercially strong and customer-focused at all times.
Alongside operational leadership, I am developing my strategic thinking through my Level 5 Leadership and Management apprenticeship, applying leadership theory, change management and data-driven decision-making to improve performance and support business objectives.
I regularly monitor sales performance against targets, review KPIs such as ATV, conversion and TradePro sign-ups, and make real-time decisions to maximise opportunities. I also manage staffing deployment, coordinate daily huddles, and ensure effective communication between showroom, shopfloor and yard teams.
A key part of my role involves coaching and developing colleagues, handling difficult conversations where required, and promoting a positive and inclusive team culture. I take ownership of operational planning, stock management, and maintaining high visual merchandising standards to ensure the store is commercially strong and customer-focused at all times.
Alongside operational leadership, I am developing my strategic thinking through my Level 5 Leadership and Management apprenticeship, applying leadership theory, change management and data-driven decision-making to improve performance and support business objectives.
To what extent do you enjoy your programme?
5/5
I am thoroughly enjoying my Level 5 Leadership and Management programme. It has significantly strengthened my confidence as a leader and helped me connect theory to real operational practice within the store.
The programme has developed my understanding of leadership styles, emotional intelligence, performance management and data-driven decision-making. I particularly value how the content directly applies to my role, enabling me to implement structured approaches such as SMART objectives, stakeholder planning, and continuous improvement tools within my day-to-day responsibilities.
The apprenticeship has encouraged reflective practice and increased my self-awareness, especially through 360-degree feedback and personal development planning. I feel more resilient, more strategic in my thinking, and more confident handling complex situations.
Overall, the programme is enhancing both my professional capability and long-term career progression, and I am motivated to continue applying the learning to deliver measurable improvements within the business.
The programme has developed my understanding of leadership styles, emotional intelligence, performance management and data-driven decision-making. I particularly value how the content directly applies to my role, enabling me to implement structured approaches such as SMART objectives, stakeholder planning, and continuous improvement tools within my day-to-day responsibilities.
The apprenticeship has encouraged reflective practice and increased my self-awareness, especially through 360-degree feedback and personal development planning. I feel more resilient, more strategic in my thinking, and more confident handling complex situations.
Overall, the programme is enhancing both my professional capability and long-term career progression, and I am motivated to continue applying the learning to deliver measurable improvements within the business.
Skills Development
Have you learnt any new skills or developed existing skills?
5/5
Over the course of my apprenticeship and in my role as Duty Manager, I have developed several new skills and strengthened existing ones.
I have significantly improved my leadership capability, particularly in delegation, performance management and coaching. I now use structured approaches such as SMART objectives and the GROW model when supporting colleagues, which has improved accountability and clarity within the team.
My confidence in handling difficult conversations and conflict has developed, especially when addressing performance concerns or behavioural standards. I am more measured, solution-focused and able to balance empathy with maintaining expectations.
I have strengthened my data analysis and decision-making skills by regularly reviewing KPIs, sales performance and operational metrics. I now use data more proactively to identify trends, respond to risks and drive improvements on the shopfloor.
In addition, I have enhanced my strategic thinking through project work, including planning, stakeholder communication, risk assessment and aligning initiatives with wider business objectives. This has helped me move from purely operational thinking to a more commercially focused leadership approach.
Overall, I feel more confident, resilient and self-aware as a leader, and I can see clear growth in both my practical management skills and my ability to influence positive outcomes within the store.
I have significantly improved my leadership capability, particularly in delegation, performance management and coaching. I now use structured approaches such as SMART objectives and the GROW model when supporting colleagues, which has improved accountability and clarity within the team.
My confidence in handling difficult conversations and conflict has developed, especially when addressing performance concerns or behavioural standards. I am more measured, solution-focused and able to balance empathy with maintaining expectations.
I have strengthened my data analysis and decision-making skills by regularly reviewing KPIs, sales performance and operational metrics. I now use data more proactively to identify trends, respond to risks and drive improvements on the shopfloor.
In addition, I have enhanced my strategic thinking through project work, including planning, stakeholder communication, risk assessment and aligning initiatives with wider business objectives. This has helped me move from purely operational thinking to a more commercially focused leadership approach.
Overall, I feel more confident, resilient and self-aware as a leader, and I can see clear growth in both my practical management skills and my ability to influence positive outcomes within the store.
Structure and Support
How well organised/structured is your programme?
5/5
The programme is well structured with clear modules, learning outcomes and scheduled progress reviews. The framework allows me to understand what is required at each stage and how it links to both the qualification standards and my workplace responsibilities.
The balance between theory and practical application works well, particularly as assignments encourage real-life examples from my role. The structured timeline and review points help maintain momentum and accountability.
The balance between theory and practical application works well, particularly as assignments encourage real-life examples from my role. The structured timeline and review points help maintain momentum and accountability.
How much support do you receive from your employer?
5/5
I receive good support from my employer in terms of allowing time for off-the-job learning and applying my development within the workplace. I am given opportunities to take on additional responsibilities, lead initiatives and demonstrate leadership capability, which supports both my learning and career progression.
There is encouragement to develop and grow within the business, and I feel trusted in my role as Duty Manager. Continued open communication around workload balance is important, but overall I feel supported in completing my qualification alongside operational responsibilities.
There is encouragement to develop and grow within the business, and I feel trusted in my role as Duty Manager. Continued open communication around workload balance is important, but overall I feel supported in completing my qualification alongside operational responsibilities.
How much support do you receive from your training provider when working towards your qualifications?
5/5
I receive consistent and structured support from my training provider. My tutor provides clear guidance on assignment expectations, assessment criteria and evidence requirements, which helps me stay focused and organised.
Regular progress reviews and feedback sessions are particularly valuable, as they allow me to reflect on development areas and ensure I am meeting the required standards. I also appreciate the constructive feedback on submissions, which pushes me to refine and improve the quality of my work.
Overall, I feel supported both academically and professionally throughout the programme.
No
Regular progress reviews and feedback sessions are particularly valuable, as they allow me to reflect on development areas and ensure I am meeting the required standards. I also appreciate the constructive feedback on submissions, which pushes me to refine and improve the quality of my work.
Overall, I feel supported both academically and professionally throughout the programme.
No
How well do you feel that your qualification (through your training provider) helps you to perform better in your role?
5/5
Over the course of my apprenticeship and in my role as Duty Manager, I have developed several new skills and strengthened existing ones.
I have significantly improved my leadership capability, particularly in delegation, performance management and coaching. I now use structured approaches such as SMART objectives and the GROW model when supporting colleagues, which has improved accountability and clarity within the team.
My confidence in handling difficult conversations and conflict has developed, especially when addressing performance concerns or behavioural standards. I am more measured, solution-focused and able to balance empathy with maintaining expectations.
I have strengthened my data analysis and decision-making skills by regularly reviewing KPIs, sales performance and operational metrics. I now use data more proactively to identify trends, respond to risks and drive improvements on the shopfloor.
In addition, I have enhanced my strategic thinking through project work, including planning, stakeholder communication, risk assessment and aligning initiatives with wider business objectives. This has helped me move from purely operational thinking to a more commercially focused leadership approach.
Overall, I feel more confident, resilient and self-aware as a leader, and I can see clear growth in both my practical management skills and my ability to influence positive outcomes within the store.
I have significantly improved my leadership capability, particularly in delegation, performance management and coaching. I now use structured approaches such as SMART objectives and the GROW model when supporting colleagues, which has improved accountability and clarity within the team.
My confidence in handling difficult conversations and conflict has developed, especially when addressing performance concerns or behavioural standards. I am more measured, solution-focused and able to balance empathy with maintaining expectations.
I have strengthened my data analysis and decision-making skills by regularly reviewing KPIs, sales performance and operational metrics. I now use data more proactively to identify trends, respond to risks and drive improvements on the shopfloor.
In addition, I have enhanced my strategic thinking through project work, including planning, stakeholder communication, risk assessment and aligning initiatives with wider business objectives. This has helped me move from purely operational thinking to a more commercially focused leadership approach.
Overall, I feel more confident, resilient and self-aware as a leader, and I can see clear growth in both my practical management skills and my ability to influence positive outcomes within the store.
Are there extra-curricular activities to get involved in at your work? (For example, any social activities, sports teams, or even professional networking events.)
5/5
Over the course of my apprenticeship and in my role as Duty Manager, I have developed several new skills and strengthened existing ones.
I have significantly improved my leadership capability, particularly in delegation, performance management and coaching. I now use structured approaches such as SMART objectives and the GROW model when supporting colleagues, which has improved accountability and clarity within the team.
My confidence in handling difficult conversations and conflict has developed, especially when addressing performance concerns or behavioural standards. I am more measured, solution-focused and able to balance empathy with maintaining expectations.
I have strengthened my data analysis and decision-making skills by regularly reviewing KPIs, sales performance and operational metrics. I now use data more proactively to identify trends, respond to risks and drive improvements on the shopfloor.
In addition, I have enhanced my strategic thinking through project work, including planning, stakeholder communication, risk assessment and aligning initiatives with wider business objectives. This has helped me move from purely operational thinking to a more commercially focused leadership approach.
Overall, I feel more confident, resilient and self-aware as a leader, and I can see clear growth in both my practical management skills and my ability to influence positive outcomes within the store.
I have significantly improved my leadership capability, particularly in delegation, performance management and coaching. I now use structured approaches such as SMART objectives and the GROW model when supporting colleagues, which has improved accountability and clarity within the team.
My confidence in handling difficult conversations and conflict has developed, especially when addressing performance concerns or behavioural standards. I am more measured, solution-focused and able to balance empathy with maintaining expectations.
I have strengthened my data analysis and decision-making skills by regularly reviewing KPIs, sales performance and operational metrics. I now use data more proactively to identify trends, respond to risks and drive improvements on the shopfloor.
In addition, I have enhanced my strategic thinking through project work, including planning, stakeholder communication, risk assessment and aligning initiatives with wider business objectives. This has helped me move from purely operational thinking to a more commercially focused leadership approach.
Overall, I feel more confident, resilient and self-aware as a leader, and I can see clear growth in both my practical management skills and my ability to influence positive outcomes within the store.
Recommendations & Advice
Would you recommend Wickes PLC to a friend?
Yes
Why?
I would recommend Wickes PLC because it provides strong development opportunities and a supportive environment for individuals who are willing to take ownership of their growth. There is clear progression potential, particularly for those who demonstrate leadership capability and commercial awareness.
The business offers structured development pathways, such as apprenticeships and management programmes, which allow colleagues to build both practical and strategic skills. I have personally benefited from opportunities to lead initiatives, develop my confidence and take on increased responsibility.
While retail can be demanding and fast-paced, Wickes offers a culture where hard work and commitment are recognised, and there is genuine opportunity to progress.
The business offers structured development pathways, such as apprenticeships and management programmes, which allow colleagues to build both practical and strategic skills. I have personally benefited from opportunities to lead initiatives, develop my confidence and take on increased responsibility.
While retail can be demanding and fast-paced, Wickes offers a culture where hard work and commitment are recognised, and there is genuine opportunity to progress.
What tips or advice would you give to others applying to Wickes PLC?
Be prepared to work in a fast-paced, customer-focused environment where flexibility and resilience are important. Show a willingness to learn, take initiative and support your team, as collaboration is key to success.
Demonstrate commercial awareness and an understanding that performance matters — sales, service and operational standards all contribute to results. If you are looking to progress, make this clear early on and actively seek feedback and development opportunities.
Most importantly, bring a positive attitude and strong work ethic. Those who are proactive, adaptable and committed to personal development tend to thrive within the business.
Demonstrate commercial awareness and an understanding that performance matters — sales, service and operational standards all contribute to results. If you are looking to progress, make this clear early on and actively seek feedback and development opportunities.
Most importantly, bring a positive attitude and strong work ethic. Those who are proactive, adaptable and committed to personal development tend to thrive within the business.
