Channels and tools
Retail is the sale of goods or services directly to the end consumer, for their personal use.
The retailer stands between the manufacturer or wholesaler and the customer, and works through physical shops, e-commerce sites and mixed channels. The word comes from the Old French retaillier, ‘to cut again’, that is, to sell in pieces what was bought in bulk. The modern form of retail was born in Europe: Le Bon Marché, opened in Paris in 1852 by Aristide and Marguerite Boucicaut, is considered the first department store, with fixed displayed prices, free entry and the shop conceived as an experience. Today retail is being redefined by omnichannel, digital retail and New Retail.
An example
A perfumery chain that buys from brands and sells to the public, in its shops and online.
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