Glossary

Retailer

A retailer is an individual or business entity that sells goods or services directly to the public, often without involvement from intermediaries. Retailers are the final link in the supply chain, connecting manufacturers or wholesalers to consumers. This direct interaction with consumers places retailers in a unique position to influence purchasing decisions and consumer trends.

Modern retailers are increasingly adapting to the diverse preferences of their customers by offering a wide range of payment options. These include traditional methods like cash and credit or debit card transactions, as well as store credits, gift cards, Point-of-Sale (POS) loans, and alternative payment methods such as digital wallets. The inclusion of these varied payment options caters to a broader customer base and enhances convenience, making it easier for consumers to complete purchases in a manner that suits their financial circumstances and preferences.

Moreover, retailers operate across multiple sales channels to maximize their reach and adapt to consumer shopping habits. These channels include brick-and-mortar stores, eCommerce platforms, and mobile shopping. Each channel offers distinct advantages and challenges, but together they provide comprehensive coverage that meets the evolving demands of shoppers. By integrating these channels, retailers can offer a seamless shopping experience, often referred to as omnichannel retailing, which allows consumers to interact with and purchase from a retailer through multiple interconnected touchpoints. This strategy not only improves customer satisfaction but also drives sales and fosters brand loyalty.

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