In this paper, scientific papers related to the participation of electricity retailers in the electricity market will be reviewed. In general, the planning of the participation of retailers in the electricity market can be divided into long-term, mid-term, and short-term planning. Various sources of energy purchasing for retailers include the electricity market, bilateral contracts, generating units and new energy sources, including wind turbines and photovoltaic systems. Also, electric vehicles, battery storage systems and hydrogen storage systems can be more flexible in energy management issues as energy storage systems. Also, the issue of determining the price of electricity sales to consumers is considered by electricity retailers. In addition, retailers' consumer participation in demand response programs as a virtual production unit has been explored to reduce consumer spending and increase retail profits. Also, in view of the fact that the relevant papers, the uncertainties of the retailers that typically model the prices of the electricity market and the consumption of their consumers, will be reviewed in a review of the sources. Finally, the risk modeling due to alternative uncertainties will be discussed. We will look into the details of the retailers' shareholding in the electricity market.

Retailers are using new technologies to meet the ever-changing needs of consumers. The most important factor in determining the rapid consumption of products is their sales speed. Increasing the level of competition between retail units and expanding the range of customers' choice, has caused these units to pay special attention to customers who make instant purchases. In this regard, Saman Bank has been providing various marketing services to retailers for many years, aware of the potential of this industry and also considering the transition of the Iranian retail market. The purpose of this study was to design a marketing model for new retailers of fast-moving consumer products supported by Saman Bank. This study was conducted with the participation of 25 market makers of chain stores supported by Saman Bank in Tehran through semi-structured interviews and purposive sampling. Data analysis was performed using three-step coding in the implementation of content analysis research method. Validation was validated by Lincoln and Guba. The software used was Max QDE and had four main themes,Consumer behavior, marketer duties, consumer factors in marketing and store management were identified as the enumerated themes and then the marketing model of retailers supported by Saman Bank in fast-moving consumer products was designed.

The retail electricity market is the intermediary between end-user customer and the wholesale market to supply customers’ energy. One of the basic tools in interaction between the retailer and the end-user customer is use of demand response programs. In this research, a business-economic model with the aim of maximum interaction between retailer and other electricity market players based on interval optimization and demand response programs is proposed to achieve an optimal decision of retailer in bilateral contracts and the pool electricity market. This proposed model calculates the retailer's profit before and after the implementation of appropriate demand response program and ultimately maximizes the difference between these two values. The results show that by using price-based demand response programs and price elasticity of each customer, maximum participation of customer in reducing peak load of the power grid can be achieved. On the other hand, based on proper modeling of uncertainties such as price elasticity and pool electricity market prices, the retailer's profit will increase with a suitable level of risk. For retailer profit, it can be concluded that based on application of fuzzy and epsilon constraint method, determining an optimal pareto points and retailer profit maximization will occur in real time pricing tariff compared to time of use pricing tariff . From the maximum interaction point of view between the retailer and the end-user customer in the electricity market based on the current research, the preferred policy is the policy of using intelligent methods of price-based demand response programs.

The retail electricity market is the intermediary between end-user customer and the wholesale market to supply customers’ energy. One of the basic tools in interaction between the retailer and the end-user customer is use of demand response programs. In this research, a business-economic model with the aim of maximum interaction between retailer and other electricity market players based on interval optimization and demand response programs is proposed to achieve an optimal decision of retailer in bilateral contracts and the pool electricity market. This proposed model calculates the retailer's profit before and after the implementation of appropriate demand response program and ultimately maximizes the difference between these two values. The results show that by using price-based demand response programs and price elasticity of each customer, maximum participation of customer in reducing peak load of the power grid can be achieved. On the other hand, based on proper modeling of uncertainties such as price elasticity and pool electricity market prices, the retailer's profit will increase with a suitable level of risk. For retailer profit, it can be concluded that based on application of fuzzy and epsilon constraint method, determining an optimal pareto points and retailer profit maximization will occur in real time pricing tariff compared to time of use pricing tariff . From the maximum interaction point of view between the retailer and the end-user customer in the electricity market based on the current research, the preferred policy is the policy of using intelligent methods of price-based demand response programs.