The role of an Assistant Store Manager at Sports Direct is pivotal in maintaining daily operations, driving sales, supporting staff, and ensuring excellent customer service. This position bridges the gap between upper management and the sales team, making it essential to the success of each store location. Assistant Store Managers work closely with the Store Manager to lead by example, manage performance, and ensure company standards are upheld.
According to current UK data, the average salary for a Sports Direct Assistant Store Manager ranges from £22,000 to £27,000 per year, depending on location and experience. The role may also include performance-based bonuses, staff discounts, and opportunities for advancement within the Frasers Group.
Top 20 Sports Direct Assistant Store Manager Interview Questions and Answers
1. Tell me about yourself.
Keep it professional. Focus on your retail experience, leadership roles, and why you’re passionate about team success and customer satisfaction.
Sample Answer:
“I have over 5 years of experience in retail, with 3 of those in a supervisory role. I’m passionate about team development and love creating a high-energy environment where customers feel valued. Sports Direct’s fast-paced, results-driven culture really resonates with me.”
2. What do you know about Sports Direct?
Demonstrate knowledge of the brand, its ownership (Frasers Group), and its reputation for affordability and sportswear variety.
Sample Answer:
“Sports Direct is part of the Frasers Group and is known for offering a wide range of affordable sportswear and equipment. I respect how the company focuses on performance and customer value, and I admire the recent efforts to modernize the stores.”
3. How would you handle a difficult customer?
Focus on patience, empathy, and de-escalation strategies.
Sample Answer:
“I would listen attentively, show empathy, and aim to resolve the issue by offering a suitable solution within store policy. If necessary, I’d escalate it to the Store Manager while maintaining professionalism.”
4. How do you motivate your team?
Share leadership strategies, including goal-setting, recognition, and leading by example.
Sample Answer:
“I motivate by setting clear expectations, celebrating achievements, and leading by example. I also tailor my approach to individual team members to get the best from them.”
5. How do you deal with underperforming staff?
Show you’re proactive, fair, and solution-oriented.
Sample Answer:
“I’d address the issue quickly with a private, supportive conversation, establish performance goals, and offer guidance or training. If things don’t improve, I’d follow HR procedures.”
6. Describe a time you improved a process in a retail environment.
Use the STAR method—Situation, Task, Action, Result.
Sample Answer:
“At my last job, I noticed stockroom disorganization caused delays. I introduced a labeling system and reorganized inventory. Within a month, stock checks were 30% faster.”
7. How would you boost sales during a slow period?
Mention promotions, upselling, staff training, and floor remerchandising.
Sample Answer:
“I’d analyze sales data, run a targeted promotion, remerchandise high-margin items to prime locations, and brief the team on upselling tactics.”
8. What’s your management style?
Be honest but align with Sports Direct’s performance culture.
Sample Answer:
“My style is hands-on and supportive. I lead by example, maintain open communication, and hold my team accountable to meet store goals.”
9. How do you prioritize tasks during a busy shift?
Show strong time management and delegation skills.
Sample Answer:
“I assess urgency, delegate appropriately, and communicate priorities clearly to the team while ensuring customer service remains top priority.”
10. Why do you want to work for Sports Direct?
Link your skills and values to the company’s culture.
Sample Answer:
“I admire Sports Direct’s focus on results and team-driven success. The company’s energy and growth align with my personal ambitions in retail management.”
11. What would you do if you disagreed with the Store Manager’s decision?
Focus on respect and constructive feedback.
Sample Answer:
“I’d respectfully discuss my concerns privately, offering a rationale and alternative. Ultimately, I’d support the decision and carry it out professionally.”
12. How do you stay organized?
Mention tools, habits, and routines.
Sample Answer:
“I use checklists, calendars, and brief team huddles to stay on track. I also review KPIs weekly to ensure alignment with targets.”
13. How do you handle stress in a high-pressure retail environment?
Show resilience and composure.
Sample Answer:
“I stay calm, focus on one task at a time, and delegate when needed. I also keep communication open with the team to manage expectations.”
14. What do you think makes a great customer experience?
Talk about consistency, friendliness, and speed.
Sample Answer:
“A great customer experience is timely, helpful, and leaves a positive impression. That means knowledgeable staff, clean displays, and quick service.”
15. Describe a time you exceeded targets.
Provide quantifiable results if possible.
Sample Answer:
“During Black Friday, I led my team to exceed our sales target by 25% by adjusting shift patterns and introducing a sales contest.”
16. How would you train a new employee?
Discuss onboarding, mentorship, and feedback.
Sample Answer:
“I’d ensure they understand store layout, procedures, and expectations. I pair them with a mentor and follow up regularly to track progress.”
17. How do you handle last-minute changes or staff shortages?
Focus on flexibility and quick decision-making.
Sample Answer:
“I stay calm, communicate with the team, and reassign tasks. I might also call in backups or step in myself to cover critical duties.”
18. What’s your experience with KPIs?
Talk about how you track and improve metrics like ATV, UPT, and conversion.
Sample Answer:
“I regularly track KPIs like average transaction value and staff performance. I use this data to run incentives and coach underperformers.”
19. How would you manage stock loss or theft?
Mention prevention and reaction strategies.
Sample Answer:
“I’d ensure proper training on stock control and monitor suspicious behavior. If theft occurs, I’d follow company procedures and report immediately.”
20. What are your career goals with Sports Direct?
Show ambition and loyalty.
Sample Answer:
“I want to grow into a Store Manager role and eventually a Regional Manager position. I’m committed to developing within the Frasers Group.”
Final Interview Coaching and Encouragement
Preparing for an Assistant Store Manager interview at Sports Direct means showcasing your leadership, commercial awareness, and people skills. Research the company culture, dress smartly, and bring energy and enthusiasm to your interview. Be ready with real-life examples that prove your skills, and don’t shy away from discussing challenges you’ve overcome.
Bonus Tips for Success:
Practice your answers aloud to build confidence.
Review your CV and be ready to expand on any experience.
Prepare a few questions to ask the interviewer.
Arrive early, stay professional, and smile!
Remember, they’re not just hiring a manager—they’re hiring a motivator, problem-solver, and team leader. Go in prepared, be yourself, and let your passion for retail shine.
