I went to Rite-Aid the other day to get some Aleve.  I was away from home, in a rural area more than 100 miles from the nearest Costco, and not at a place where I could get same-day delivery from Amazon (270 Aleve tablets for $18 ($0.07 each).

I had several choices:

–100 generic (naproxen sodium) tablets for $9 ($.09 ea.),

–200 generic for $14 ($.07 ea.)

–100 Aleve for $11  ($.11 ea.),

–200 Aleve for $20 ($0.10 ea.), or

–270 generic for $14.50 ($0.05 ea.).

I took the 270.

What really struck me was the fact that I got the final 70 tablets for a total of $0.50.  That’s $0.007 each.  Assuming that Rite-Aid wasn’t paying me to cart them away, the most it could have paid for the tablets was $0.007 apiece.  Multiply by 270 and you get about $1.90.

Doing the analysts’s mountain-out-of-a-molehill thing, and assuming Rite-Aid buys from the manufacturer, I conclude that $1.90 is the most it could have paid for the container of tablets I bought.

The $12.60 that remains is the cost of packaging, distribution, promotion …plus profit.  (Overall, Rite-Aid isn’t making money, even though it has a positive gross margin of about 22%.  SG&A pushes it into loss, so delete “profit” from the packaging… list.)

That Rite-Aid can’t make money despite a 600%+ markup says a lot about the company.  But it also says something about bricks-and-mortar retail, the way Rite-Aid gets its products in front of customers.

This is the AMZN success story in a nutshell:  all it has to do is deliver a $2 item to a customer and spend less than $12.60 to do it.

My trip to Home Depot tomorrow.