Wholesale, Retail and Personal Services

The WRAPS sectors comprise a diverse mix of businesses ranging from hairdressers and beauty salons, florists, community pharmacies, funeral directors and cemeteries and crematoria to large national retailers and wholesalers. The WRAPS sector was the largest employer in Victoria during 2007, with the Retail Trade sector accounting for approximately 15% of the state's employment.

The Victorian WRAPS sectors are predominately comprised of small businesses, most owner-operated or employing less than 20 people. The large businesses which are mainly retailers, who represent less than 1% of all WRAPS businesses, employ approximately half the workforce and generate approximately half of the state's total sales revenue. Aside from the products and services they offer, service industry businesses are defined by their retail/service formats. Examples of retail formats include department stores, supermarkets, factory outlets and homemaker centres.

In order to prosper in a competitive market, the service industries will not only need to better understand customers and their changing needs, but also understand the motivations and aspirations of a cross-generational workforce. Generation Y has become the most influential generation for retailers, influencing many of their families' apparel purchases and car choices. While often condemned as fickle, self-focused and transient, Businesses will need to identify and adopt strategies in attracting and recruiting staff across all business functions, utilising the experiences of mature-aged workers and at the same time benefiting from the potential of young workers.

There is a need to improve the perceptions of the service industries by businesses becoming 'employers of choice' to counteract competition for workers from other industries and increase the retention rate of young workers. This will include informing prospective and existing workers of available career pathways and support of skill acquisition.

If you would like to read more research reports on the industry, please visit one of the following links:

• Australian Bureau of Statistics
• Australian Centre for Retail Studies - Monash University
• Service Skills Australia - Environmental Scan 2009