A couple of years ago Zumiez stopped reporting comparable store sales changes and started reporting just comparable sales changes. That is, they no longer told us how their brick and mortar stores were doing in isolation from ecommerce.
They were one of the leaders in making this change. Now, it’s how most retailers report. Their argument was that they needed to think of their market as one sales channel- the proverbial omnichannel. It didn’t matter where the sale “happened” and they couldn’t always tell where it “happened” anyway. If a customer first saw a product they purchased on their phone in the store, where’s the credit for the sale?