The Retailer Profitability Model, or RPM, explains how a retailer makes profit and it's fairly simple. Retailers generate both revenue and expenses. Expenses are subtracted from revenue to get profit. Revenue is made up of traffic multiplied by transaction size, and traffic is made up of reach multiplied by frequency. In this course, we'll take a look at one part of the traffic equation, frequency, how it can impact your profit, and how to improve customer frequency.