Retail

• Retailing


  The summation of activities involved in the sales of goods or services directly to ultimate consumer for personal, non-business use
• Retailer


  A merchant whose primary business is selling goods or services directly to the ultimate consumer
• Retail Institution


  The place where the sales activity or exchange takes actual place
• Retailers Role in Supply Chain Management

  1. Retailers are the final business in a supply chain that links manufacturer to the consumers

  2. A supply chain is a set of firms that make and deliver a given set of goods from it's original state
• Supply Chain


  • Farmer
  • Producer
  • Bottlers
  • Distributors
  • Wholesaler
  • Retailers
  • Consumers
• Intermediaries in Supply Chain

  • Distributor
  • Wholesaler
  • Retailer
• Retailers Create Value


  • Provide function that increase the value of the product and services for the manufacturers that produce them
• The Role of Retailing in the Marketing system

  • Bring retailers (sellers) and customers (BUYER) together
  • Give place utility the product or service
  • Provide feedback
  • Break bulk
  • Assume storage function
  • Assume risk
• Retailers Characteristics


  • Sell in small quantities
  • Sell to the general public in a convenient location
  • Charge a higher price per unit of merchandise
  • Use a one price policy
  • Rely on the general public visit store
• Functions of Retailers


  • Provide an assortment of products and Services
  • Breaking bulk
  • Holding Inventory
  • Providing services -product display etc
• SKU


  Stock Keeping Unit
• POS


  Point of sale
• Breaking Bulk


  • Provides cost efficiencies for manufacturers that can package and ship merchandise in larger rather than smaller quantities
  • Gives consumer the chance to purchase merchandise in the smaller, more manageable quantities they prefer
• Holding Inventory


  • Keep inventory that has been broken into user friendly size
  • Ensure consumer available will have the products when they need more
• Providing Services


  • Make it easier for customers to buy and use products
  • Offer credit product so consumers can have a product and pay for it later
  • Display product so consumers can see and test them before buying
  • Employ sales people
  • Maintain Website
• The retailer's role is to buy from manufacturers, wholesalers or importers at the lowest possible price and sell to customers at the highest possible price.
• Retailing is the process by which goods are sold to consumers.
• A retailer can be defined as an individual or business that buys products directly from suppliers (manufacturers) and then resells them to end-users (consumers).
• Retailers also play a crucial role in promoting brands by displaying products in attractive ways and using advertising to create demand.