Hence RPM. If everyone is selling my product for the same price and making a healthy margin doing so, they have to compete on other factors, customer service be

Hence RPM. If everyone is selling my product for the same price and making a healthy margin doing so, they have to compete on other factors, customer service being the most obvious. Online stores often indirectly benefit from brick & mortar retailers - customers browse in store, then buy online. Again, hence RPM.