Another aspect to consider is the low production of products, in fact could be defined elementarily activity as purchase, supply, distribution and sale were not for the emergence of mass products that require some degree of processing is generally not very important, as is the case of chains selling computers commonly known clones. The failure to include working or only minimally include deprives the retail sector the main complexity of productive sector. Instead, the complexity of retail is often viewed as the great variety of products and services offered, which require the development of complex and costly structures to manage, store, sell and advertise a conglomeration of items that require very different approaches for each one.This variety of items (which is seen especially in supermarkets) resulted in the emergence of what is known as product management (product management), a mechanism by which the whole process of the supply chain is managed by different groups of people depending on the type of item or service. This way you can have a group focused on the purchase, storage, distribution and sale of items that require cold chain, one for items with manufacturers warranty, and so on. Since the late twentieth century has increasingly shown a tendency to force the use of known brands, brands created or purchased by the retail chain for its exclusive use in commercial centers.This scheme allows the manufacturer to ignore the advertising of your brand and concentrate solely on manufacturing, providing in many cases the same product but with minor cosmetic differences to different chains, in turn, the retail price is favored by reduced cost per the disappearance of the advertising on the acquisition cost. The widespread acceptance of this scheme led to many chains have second and even third brands. The uniformity of the product is what distinguishes this from other mass market items, such as fast food chains or services. In retail the product offered no changes, while a finished product at the moment is inherently a unique variation in each product or service delivered.