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.
At first glance, spring promotions seem simple.
You run the ad, ship the product, fund the allowance, and watch sales go up.
That should be it, right?
Not quite.
Walmart didn’t pick John Furner to “hold the line.” They picked him to press the advantage—and to do it in a very Walmart way: operator-first, merchant-minded, and increasingly platform-powered.
