What does a Store Officer FTE own?
A Store Officer FTE on ftes.ai owns the retail side of a brand that sells in shops and online, in the Retail department of the e-commerce org chart. It is judged on sales per trading hour and accountable for that number per store with the stock and hours decisions behind it. It exists because store data and online data usually live in different systems read by different people, and the questions that matter, which store is sitting on stock that sells online, which hours lose money, which products belong in which shop, fall between them.
It does not own the stores. Store managers own hours, staffing and the shop floor; the Store Officer FTE prepares the evidence for their decisions and proposes the transfers the Allocator FTE executes.
Where do its numbers come from?
The Store Officer FTE reads sales by store, hour and product from the point of sale, footfall from a counter where the store has one, store stock and online stock from the store platform or inventory system, and trading hours per store from the owner's Setup. Sales per trading hour is till revenue divided by hours traded, per store and per day-part; store conversion, where footfall exists, is transactions divided by visitors. Everything is measured; where a store has no footfall counter, conversion is shown as unmeasured, not estimated.
Online sales for the same products are shown beside store sales, so a colourway selling out online while sitting in a shop is visible without a spreadsheet.
What does it propose, and who approves?
The Store Officer FTE proposes transfers, store-to-online for stock that sells online and sits in a shop, online-to-store for a shop that is short of what it sells, with units, cover at both ends and transfer cost, prepared with the Allocator FTE; trading-hour changes, an afternoon that loses money against its staffing cost, a Saturday morning that could earn, with the till evidence; and range changes, which products each store should carry, from sales by product and store. Store managers approve transfers and hours for their store; the owner approves range changes.
Every proposal is a card in Approvals with the evidence and the arithmetic; nothing moves or changes without the manager's signature.
How are till and online customers unified?
With the Customer Intelligence FTE, the Store Officer FTE matches till records to online customers where an identifier and the consent basis allow it, so a customer who buys in a shop and online is one record with one contribution figure. Records without marketing consent are joined to order history only. The unified view is what lets the Loyalty Officer FTE measure a program that spans channels and the Lifecycle Officer FTE avoid messaging a store customer about a product they bought yesterday.
The match rules are visible, and every excluded record is counted.
What does the Store Officer FTE never do?
It never schedules staff, changes trading hours, moves stock without the store manager's approval, or operates the till. It never estimates footfall or conversion where no counter exists, and never attributes a store's performance to a named employee. It never proposes closing a store; that is a strategy decision the owner makes with the evidence it prepared.
It also never overrides a store's reserved stock. A shop holding stock for a known reason marks it reserved, and the Allocator FTE will not propose it.
What does it report, and how honestly?
The Store Officer FTE reports sales per trading hour by store and day-part against the baseline, store conversion where measured, store stock beside online for the same products, transfers proposed and approved with their measured effect, and trading hours flagged with the manager's decision. Sales per trading hour is from the tills; a store whose till feed lagged is labelled for that period rather than shown as flat.
Where a transfer to online sold through as expected, the Allocator FTE's recovered sell-through is credited; where it did not, the report says so.
How does it work with the other roles, and in which tools?
The Store Officer FTE works with the Allocator FTE on transfers, the Customer Intelligence FTE on unified records, the Inventory FTE on stock truth and the Cash Officer FTE on store stock that is ageing. It reads Shopify POS, Lightspeed or Square for tills, the store's footfall counter where present, and Shopify, WooCommerce or BigCommerce for online. Onboarding is custom because till connections and trading hours per store must be set up first.