Importance of Whole Scale Retailers in Distribution channel

To Producer
1. Producers are relieved of the risks.
2. Producers are relieved of storage of products.
3. By providing prompt cash, cash flow problem is reduced.
4. Due to purchase in bulk, production line are cleared.
5. Transportation is provided by wholesalers.
6. Feed back of market.
To Retailers
1. Variety is provided from different producers.
2. Wholesaler provide credit.
3. Wholesaler provide transportation.
4. Educate SSR on new products, shop layout and advertising.
5. Pack and grade before selling to SSR.
6. Sell in small quantities.
7. Warehousing is done by wholesaler.
To End Customer
1. Variety.
2. Convenience (products are available to SSR through wholesaler).
3. Competitive rates.
4. Continuous availability of products.
5. Price fluctuations are minimized.
6. Customer demand is met.