Why Your Store P&L Is Lying to You

If your digital team and your store team are arguing over attribution, you don't have a measurement problem. You have a customer problem. Most retailers still treat stores like isolated P&Ls—judged on what happens inside four walls. But something else happens the moment a store opens: Search spikes. Traffic shifts. Conversion improves—everywhere. On the ground with Courtney Hawkins of CH Retail Group, we got into why the real metric isn't store revenue. It’s market-level impact. HERE'S THE SHIFT: 💡 Stores aren't just sales channels—they're demand engines: A physical presence lifts digital performance across an entire metro. 🚀 Attribution models are fighting the wrong battle: When teams protect "their" numbers, they miss what’s actually driving growth. 📈 The store is your most underpriced asset: Marketing, fulfillment, brand—wrapped into one. THE BIGGER IDEA: • Customers don't think in channels. • So why do our org charts and P&Ls?