In effect, the store destination ACTS as a "next hop" for messages as they are routed to the central destination, where they are processed by the head office system.

After a package passes the inspection process, it is sent back to the central store, from where it is packaged and sent to the correct destination.

Not differentiation of their private label brands (although that may part of the problem), but differentiating their store as a brand-a shopper destination if you will.