Chapter 5: Retailer in the chain of distribution.

retailer is the person or organization who buys goodsfrom the manufacturers and wholesailers and sells them to the consumers. the retailer therefore comes between the wholesailer and the manufacturer in the chain of distribtion. so the retailer may own a shop that a consumer visit but increasingly the retailer provides home shopping for consumers who don't have time for the physical activity of shopping.

mail order shopping has always been important. however, with the broadining scope of information technology and the increasing use of computers, tellesels, and more especially online shopping have become increasingly important parts of retail trade.

services provided by retailers to consumers:

• providing consumers with conviniently sited shops. in a town, near other shops and near the customers homes. 
• providing goods and or services required by consumers. the retailer studies the needs and tastes of possible consumers and tries to offer what is required. 
• providing a white variety of goods so that the customers have choice and will not go elsewhere. 
• providing the goods when customer want thek]
• the retsiler may open during but 9 hrs to 5 hrs. incrasingly the reatailer will oopeb to sweep cusrtyomer needs to provifde food and newspaper befr people go to w0oed dmore people in many countries wish to go shppinh ]
• [rocvdijg goods that are suitable in wualuty sand quantity ad price dor consuner
• the word retail "meabs to cut up (into smaill quanrities)" the retauler breajs down tp singe items ti cisymerand then splits them into suitble sizes or units for the consuherfv .
• the reateler ,ust aso know the qualuty of the goods he proved. if the retaiuler is rich he w8llnsekll more expensiuve dstuff  
• providing delivery of goods. not akl retailers provide delivery sevices but a retauiler servubf furtinure or large electric woukd be expected to privw delivery services to consykjmwe gome otherwise he would make fw sales. in some countris supermarket offer delivery servies.. to give them a competitive age over their rivals. change in shopping habbits have meant that an increasing number of people order their weekly food from online shopping and it is delivered to their doorstep
• providing advise for purchases consumers shopping for specialised and expensive products such as cars photographic treatment and computer often require advise before making a purchase. the retailer is expected to have up to date information on the range of products sold and be able to introduce the costumer to the type of product required. 
• providing aftersale serivce. not every retailer need to provice service. after sell service may include repairs and maintanance aswell as delivery service. the carper services provides fitting services because a carpet is not used unless it is fitted. 
• many retailers selling computers, vehicle and television and service the product they sell. this type of aftersales service is not always saticfactiory and often expensive. but reliable after sell service can mean the enhaaosda reputation of the retailer and customer loyalti to that retailer. '

the loyalty ladder: one of buyer -? occcasional customers -> regular costumers -> recommenders of the company. 

 both in the windows and inside the shops. if goods are well displayed they all likely to attract attention and sell well. for example: clothing are easier to displh than others such as toilet and cosmetics. which nmay be too small to be easily seen