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?