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 transaction size is made up of price per item and items per customer. In this course, we'll take a look at price per item specifically, how this can impact profit, and how to increase price per item.