Retail, derived from the Old French verb ’tailler,’ means to cut off or divide, signifying the sale of small quantities to consumers. This term, used in English, French, Dutch, German, and Spanish, became a noun in 1433 from the Middle French verb ‘retailler.’ Retail refers to the process of selling goods or services directly to end-users. It can take place in various settings, including physical stores, service establishments, vending machines, and digital platforms. Retail is not restricted to goods but also includes services like banking, tourism, and insurance. With a history dating back over 10,000 years, retail has evolved from ancient marketplaces to modern shopping malls and online platforms. Retailers strategically choose their target market, product assortment, and customer[1] service, adapting to changing consumer[2] demands and market trends.
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Retail is the sale of goods and services to consumers, in contrast to wholesaling, which is sale to business or institutional customers. A retailer purchases goods in large quantities from manufacturers, directly or through a wholesaler, and then sells in smaller quantities to consumers for a profit. Retailers are the final link in the supply chain from producers to consumers.
Retail markets and shops have a very ancient history, dating back to antiquity. Some of the earliest retailers were itinerant peddlers. Over the centuries, retail shops were transformed from little more than "rude booths" to the sophisticated shopping malls of the modern era. In the digital age, an increasing number of retailers are seeking to reach broader markets by selling through multiple channels, including both bricks and mortar and online retailing. Digital technologies are also affecting the way that consumers pay for goods and services. Retailing support services may also include the provision of credit, delivery services, advisory services, stylist services and a range of other supporting services. Retail workers are the employees of such stores.
Most modern retailers typically make a variety of strategic level decisions including the type of store, the market to be served, the optimal product assortment, customer service, supporting services, and the store's overall market positioning. Once the strategic retail plan is in place, retailers devise the retail mix which includes product, price, place, promotion, personnel, and presentation.