Ensuring Guildford retains its position as the principal regional shopping centre, by ensuring that retailers in the town have their views heard by the appropriate bodies (eg. County and Borough Councils) and that potential customers are kept informed of any new development and improvements to facilities. By the group's liaison with other sector groups it aims to increase trade and make Guildford an ever more pleasant place to shop.

The Retail Group works closely in conjunction with the Town Centre Management Group, the local Council and other bodies supporting many initiatives it considers highly beneficial to the town such as the Safer Guildford Partnership. The highly successful Christmas Shopping Guide is published each year.