A retailer usually plays the role of an intermediary, which links the producers,wholesalers, and the other suppliers with consumers. Companies generally prefer to specialize in manufacturing the products, leaving the task of selling the products to an outside party i.e. few wholesalers or retailers.
Benefits to consumers:
Retailer act as buying agents for consumers. They perform various business activities that increase the value of the goods and services they sell to the end consumer. If there were no retailers in the distribution system, consumers would have to personally visit the manufacturersto procure the goods and services required by them. As a buying agent, a retailer performs various activities to satisfy the end consumer.
These activities include: