A retail manager’s primary role involves managing sales targets, managing employees, dealing with vendors and attending to customer complaints. A retail manager cover letter must demonstrate to the hiring company your degree of understanding in the retail field. Briefly summarise your previous work experience in a comparable position and outline the tasks you were required to undertake that are relevant and similar to the tasks you will be required to undertake in the position you are applying for. Include details of what attracts you to the position and the company and what benefits you can bring to the organisation. Strengths you should include in your cover letter are; excellent management skills, sales and profit driven and the ability to work well in a team.