Retailer’s Services to the consumers:

1. He supplies information to the consumers about the arrival of the new products, and thereby, enables the consumers to purchase the latest types of goods. 

2. The retailer, generally, establishes his shop near the consumers. So, he relieves the consumers from the trouble of going over a long distance for making their purchases. 

3. He attends to the complaints of the consumers regarding the quantity and quality of the goods promptly.

Retailer’s Services to the Manufacturers:

1. He finds customers for the new products introduced in the market by the manufacturers through the wholesalers. 

2. He relieves the manufacturers from the task of collecting and executing a large number of small orders from the consumers. 

3. Because of his close contact with the consumers, the retailer studies the likes and dislikes of the consumers and brings them to the notice of the manufacturers through the wholesalers. The manufacturers are thus enabled to produce goods according to the need s of the consumers.