What Is The Operation And Function Of Retailing?

The process of retailing involves selling goods or merchandise to the consumers. Generally there are fixed locations in retailing like departmental stores, kiosks and small shops.  The operation and function of retailing is to carry out the delivery services on the behalf of a manufacturing company. Retailers act as the distributors of the company and they can sell goods to individuals or businesses. The operation of retailers start when they buy the goods, from the manufacturers or importers. Retailing can be direct when the goods will be directly taken from the manufacturing company and it will be indirect when goods will be purchased from a wholesaler.

In the supply chain of a company,  Retailing comes at the end of the chain. The function of retailing also involves making goods accessible to the consumers.  Retailing increases the convenience of the customers to get the products. Nowadays, companies are coming up with different distribution strategies to increase competencies.  Retailing can also give a way to the company to promote its products in an indirect manner. For example, better and visible shelf-positioning of products in their retail outlets leads to increase in sales volume of the products.

This shows that  Retailing can play an important role in enhancing the profits of the company and in increasing the customers base.