When I select retail mode I have to enter exact item name.

The button in ” Retail Mode ”  is a ” Toggle Button “. A toggle button is used to alternate the input mode of a group of buttons.

If you select  then you will be able to search the word ” Cream ” anywhere mentioned in the item.

If you select  then you will able to search those items which will start from ” Cream “. you may refer below screenshots for the same.