Retail is the sale of goods and services from individuals or businesses to the end-user. Retailers are part of an integrated system called the supply-chain. A retailer purchases goods or products in large quantities from manufacturers or directly through a wholesaler, and then sells smaller quantities to the consumer for a profit. Retailing can be done in either fixed locations or online. Retailing includes subordinated services, such as delivery. The term "retailer" is also applied where a service provider services the needs of a large number of individuals, such as a public utility, like electric power.
Presenting a wide number of technologies linked to consumer behavior in retail environments (i.e. RFID, Shopping Assistant Systems, smart mirror, and so on), this section undoubtedly has an appeal for professionals looking to enhance their expertise on retail domain. We discuss case studies investigating the phenomenon of consumer-computer interaction, which suggest applying new technologies to influence buying behavior and present best practices to keep in mind while working for clients from retail industries.