Retailer renders following services to the wholesalers(i) Help in Distribution of Goods Wholesalers provide help in the distribution of goods and making them available to final consumers.(ii) Personal Selling In this the retailers relieve the producers of this activity and help them in actualising the sale of the products.(iii) Enabling Large Scale Operations It enables them to operate at large scale and fully concentrate on activities.(iv) Collecting Market Information Retailers remain in touch with the buyers they know about the tastes, attitudes, preference, etc. Such information is very useful in taking marketing decisions in an organisation.Some of the important services of retailers from the point of view of consumers are as follows(i) Regular Availability of Products In order to buy products as and when needed retailer maintains the regular availability of the product.(ii) New Products Information By arranging effective display of products and personal selling retailers, provide important information about their products.(iii) Convenience in Buying Retailers are situated very near to the residential areas and remain open for long hours which enables customer to buy products of their requirement.(iv) After Sales Service Retailers provide after sales services to the customers in the form ofhome delivery, supply of spare parts, etc.

Retailers provide important services to consumers and wholesalers as they act as middle-men between them.Services to consumers:\tReady or quick supply : The most important service of a retailer to consumers is to maintain regular availability of various products so that the buyers can buy the products whenever they need.\tWide variety : Retailers generally keep stock of a variety of products and different manufacturers. This enables the consumers to make their choice out of a wide selection of goods.\tGuiding customers : By ananging the effective display of products and through their personal selling efforts retailers should provide the information of products to the customers.\tDemonstration and after sales services : It can be done in the form of home delivery, supply of spare parts and attending to customers.\tHome delivery : It is an important part of after sale services and for a buyers decision for repeat purchase of the products.\tConvenient location : They are suitated very near to the residential areas and remain open for long hours which makes great convenience to the customers.\tServices to wholesalers and manufacturers :\tReady market: Retailers deal with individuals so the manufacturers and whole-salers will not make individual sales.\tProviding information : By undertaking personal selling efforts retailers relieve the producers of this activity of individual selling.\tRisk bearing : Retailers participates in the promotional activities of the product so that the product becomes popular and then it is less risk for the manufacturers.\tDistribution of goods to distant places : Retailers helps in distribution of goods to the final consumers and thus provide place utility.