RETAILING

Prepared by: MARY ANN FIGUEROA-

GUIMOC
 Definitions
According to William J Stantons,
A Retailer or Retail store is a business
enterprise which sells primarily to the
ultimate consumers for non business use.
According to Cundiff and Still,
Retailing consist of those activities
involved in the selling directly to ultimate
consumers.
According to Mc. Carthy.
Retailing is selling to final consumer
products to households.
 Retailing may be understood as the final step
in the distribution of merchandise for
consumption by the end consumers.

Retailingis responsible for matching final

consumer demand with supplies of different
marketers.

Retailing is high intensity competition

industry, The reasons for its popularity lie in
its ability to provide easier access to variety of
products, freedom of choice and many services
to consumers.
 Characteristics of
Retailing
Direct Interaction with Customers.

Lower Average Amount of Sale

Transaction.
Point of Purchase and Display and

Promotion.
 Importance of Retailing
Services to Wholesalers and Producers.
a)Advertisement of new products.
b)Arrangement to sell the goods.
c) Information about consumer habits, tastes
and needs.
d)Sharing of Risks.
Services to consumers.
a)Selection.
b)Variety of goods.
c) Demand creation.
d)Distribution.
e)Credit Facility.
 Functions of Retailing.
Sorting.

Breaking Bulk.

Holding Stock.

Additional Services.

Channel of Communication.

Transport and Advertising Functions

 Main Activities involved in
retailing
Choosing the Store Location.
Sourcing/buying or partnership/supply chain
management.
Merchandising and category Management.
Visual Merchandising (Display)
Sales Promotion.
Store Positioning and Building the store as a
Brand.
Store Operations.
IT Task.
Inventory Management.
Shrinkage Loss Prevention.
Real estate development.
Achieving efficiencies in Retail Operations.