A major function of the retailer is to break bulk and sell products in small units. Let me explain why in a simple and understandable way.
Retailers play a crucial role in the distribution process between manufacturers or wholesalers and consumers. They are the businesses that sell products directly to the end-users or individual customers. One of the main functions of retailers is to break bulk and sell products in small units.
Breaking bulk refers to the process of purchasing goods in large quantities from wholesalers or manufacturers and then dividing them into smaller, more manageable units for individual customers. This allows retailers to match the demand of consumers who typically purchase products in smaller quantities.
By breaking bulk, retailers make products accessible to customers in convenient and smaller quantities that suit their needs. For example, imagine a customer who wants to buy a single bottle of shampoo. It would be impractical for them to purchase an entire case or carton of shampoo directly from the manufacturer. Retailers, however, buy products in bulk from wholesalers and then repackage them into smaller units that customers can purchase.
This function of breaking bulk is essential because it enables retailers to cater to the diverse preferences and purchasing power of individual consumers. It also contributes to reducing the cost of distribution. When products are distributed in smaller units, it becomes easier and more cost-effective to transport and handle them throughout the supply chain. This efficiency helps to streamline the distribution process and minimize transportation costs, ultimately resulting in lower prices for consumers.
While retailers may also engage in other functions such as generating demand through advertising or providing credit options, the primary function of breaking bulk and selling products in small units is at the core of their role. It allows retailers to bridge the gap between manufacturers and individual consumers by making products more accessible, affordable, and convenient for purchase.