The rise of unified retail has been transforming physical stores. They are becoming “Swiss Army knives” as new functions and new jobs emerged. At the same time, stores rental costs are the main charge for a P&L of retailers. As footfall has been falling and e-commerce has been gaining market share, evaluating their performance has become increasingly tricky.
How to allocate and reward for online sales? After almost a decade of discussions, this question jumped to the top of the pile in a...