CPG suppliers can grow shipments and still lose margin after retail deductions, chargebacks, returns, shortages, and allowances. Here’s why collected revenue matters more than gross sales.

Promotions are supposed to drive sales. That is the plan, anyway. A supplier funds a temporary price reduction. The retailer agrees to feature the item. Maybe there is a display. Maybe there is a digital circular. Maybe there is a seasonal event, a scanback, an off-invoice allowance, or a markdown plan tied to inventory movement.