The monthly ritual that encapsulates the failing retail results of everyone but WalMart were released yesterday. Retailers from Abercrombie & Fitch to Zumiez got whacked in February, which is no surprise. But one thing is sorely missing from many retail reports: the importance of online sales.
The metric known as same-store sales defines success or failure in the retail industry. They’re measured year-over-year and are subject to random events and economic conditions more than they are attributable to good leadership or good strategy. But online sales rarely, if ever, take the lead in the conversation. Ecommerce for many retailers is just as indicative of their overall performance as same store sales.