The revenue is definitely at a higher margin. For us, it's about how to leverage that—not as a tax against our CPG partners, but to reinvest in the overall customer experience.
It's more about solution selling, being able to sit down with CPG partners and understand business problems, then build campaigns and approaches to solve them.
The goals of the RMN can sometimes conflict with—and overlap with—the merchandising and sales teams.
Those dollars do come in at a higher margin for us as a retailer, but they should be growing the business and fueling investment.
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