In an efficient retail distribution channel, information flows freely and efficiently among the three main parties (supplier, retailer, and consumer). As a result, the parties can better anticipate and address each other’s performance expectations. Retailers often have a vital role in collecting data because they are in direct contact to buyers. Either developing a new strategy, or modifying an existing one, good information reduces the risk of taking incorrect decisions. Useful information should be acquired through an ongoing, well-integrated process. A retail information system anticipates the data needs of retail managers; permanently collects, organizes, and stores relevant data; and directs the flow of information to those who take decisions.

retail, information, distribution channel.