Retailers have an important place in the distribution channel. As they sell goods to final consumers, they play useful as well as an important role in distribution channel as the last link.
In the absence of retailers, the consumers cannot find necessary goods at only one place or at a single shop. They need to walk to many shops to find one after another goods. The producers and wholesalers also need to face various problems. To discuss the role and importance of retailer means, it is relevant to mention their services provided to producers, wholesalers and consumers.
In the absence of retailers, the consumers cannot find necessary goods at only one place or at a single shop. They need to walk to many shops to find one after another goods. The producers and wholesalers also need to face various problems. To discuss the role and importance of retailer means, it is relevant to mention their services provided to producers, wholesalers and consumers.
1. Services of retailer to producers and wholesalers
The valuable services provided by retailers to producers and wholesalers are as follows:
- Sources for wider distribution of goods
- Information about consumers
- Risk bearing
- Increase in sales volume
- Storing function
- Reduced distribution cost
- Expertise advice
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Retailers also provide different services to consumers as follows:
- Supply of varieties of goods
- Supply of necessity and fresh goods
- Selection facility
- Credit facility
- Home delivery
- Information about new goods
- Advice
Thus, retailers provide valuable services to producers, wholesalers and consumers. The services they provide to producers, wholesalers and consumers make it clear that retailers remain present in the distribution channel as bridge between producers or wholesalers and consumers