On the one hand, a retail sales resume has to show your job experience like any other sort of job resume. You need to have qualifications, a clear statement of purpose, and all that goes along with it. On the other hand, the retail sales resume is the first chance that you get to show off your sales skills. People will be judging your retail cover letter and resume not just on the quality of your skills, but on how well you market yourself as well. You have to come across as confident, charming, colorful, and unafraid to make an impression. If you are not willing to do that, you will not be able to get a good retail job.