We need to understand the four-wall profitability of these new stores and make comparisons to traditional retailers averages in like locations, not overall chain averages
Pure play e-commerce’s fantastic (and unsustainable) consumer wealth transfer
Steve Dennis

Do four-wall metrics accurately measure performance of current customer-centric omnichannel models? If a customer discovers on mobile, researches in-store, and completes sale online, is the in-store or channel conversion rate really a vanity metric? To this extent, overall chain performance still matters and new store contribution is better aggregated to the trade area served by it. Other traditional metrics like same store sales and sales per square foot, may need to evolve with customer behaviour.