Matthew McRae
Analyst · Cowan and Company. Your line is open.
Yes, that's a great question. So what you know, if I go back to 2019, a little bit for the window of your question, we had launched Arlo.com, kind of close to the end of the year. I think it was in Q3, going into Q4 before we had all of our products up on our website. That was great timing, as it turns out, as the COVID pandemic started to impact Q1, late Q1 going into Q2, what we've seen in 2020, to answer your question is definitely initially in the first half of massive shift online. And I think we shared with you some metrics from one of our retail partners, that's anonymous, but where they had 70% in store and 30% online, and within 60 days that had completely converted whereas 70% online, 30% actually in store or through in store pickup. So we saw that that also helped us grow Arlo.com because so many of the consumers that moved to online channels. Throughout the year, we saw the channel start to normalize a little bit where some of our customers started to get a little bit more balanced on 50-50 days. But we continue to grow Arlo.com through the year. And of course, there are a lot of benefits to Arlo.com including a faster cash conversion, higher gross margin, and our ability to drive potentially new business models or new offerings to consumers directly. So that's big. When I look at 2021, again, we're still seeing a little bit more of a normalized what I would call omni-channel approach for most retailers in that they learned a lot from that shift to online. And I think for many retailers, that bigger online component is going to be part of their strategy going forward. At the same time, we are continuing to invest in Arlo.com, we actually had a brand new website launch yesterday, which includes massive upgrades to the e-commerce functions to the shopping cart functions and lays down the foundation for us to do some other interesting things from an e-commerce perspective. So we will continue to invest in Arlo.com, both from a marketing perspective, but also from an infrastructure perspective. And I think we're going to see the channel, broader channel be a little bit more omni in basis meaning a little bit more balanced between their online efforts and their actual physical store efforts. Now, that's different by retailer, someone, a retailer that sells grocery will still have a higher percentage in store than online a little bit, and one that's mostly selling technology, for instance, is going to see a bigger mix of online than they had on a historical basis.