From the customers point of view, the retailer serves him by providing the goods that he needs in the required assortment, at the required place and time. From an economic standpoint, the role of a retailer is to provide real added value or utility to the customer. This comes from four different perspectives:
1. First is utility regarding the form of a product that is acceptable to the customer. The retailer does not supply raw materials, but rather offers finished goods and services in a form that the customers want. Retailer performs the function of storing the goods, and providing us with an assortment of products in various categories.
2. He create; time utility.-by keeping the store open when the consumers prefer to shop.
3. By being available at a convenient location, he creates place utility.
4. Finally, when the product is sold, ownership utility is created.