Principles of Supply Chain Management, Second Edition, 2nd Edition

180 Principles of Supply Chain Management

Retail Function

The traditional retail store is the contact point for most consumers. It has a physical pres-

ence in a specic location and is referred to as a brick and mortar retailer. The primary role

of retailers is to offer a selection of merchandise that is readily available to consumers

and, in a complementary role, provide service to consumers in helping them to make their

choices. They provide presale services that include informative and accurate advertising,

inviting and accessible facilities, logical and attractive merchandise displays, knowledge-

able and courteous sales people, and a reputa ...