Edward J. Heffernan
Analyst · Tim Willi with Wells Fargo
Yes. It's a great question. I think we're going to fall under the camp of we don't really know right now the end result of all this stuff, so -- but what we can tell you is what we've seen thus far. And when it's all said and done, do we believe mobile will be an important channel for us? For sure. There's no question about it, but let's not kid ourselves. The huge amount of accounts we're going to get as people at the point of sale in the store, in places like that, that's still going to be the bulk of our business. Now in terms of incremental growth, I'd love to sit there and say that the ability to have folks opt in to all of our SMS, MMS, in geo-fencing initiatives and all the other fancy stuff that I almost understand, it -- these things are certainly on the -- from an incremental perspective, are helpful. But I will tell you one thing that actually has worked and we can put real numbers to, which has been very helpful, which is using a web-enabled phone or smartphone in the store to secure new applications. And if you know how Private Label works, it's primarily at the point of sale. What we have found is that we went after some of the clients who tend to cater towards a younger demographic, and we offered the opportunity as they walk into the store shopping, to hey, there's all sorts of signage, Call Here. You call it up on your phone through your web, and you enter a few pieces of information. It zips up. It gets scored. It comes back. You have a virtual card right there in the store before you've even gotten to the checkout. And what we have found is that has given us an incremental lift in new active accounts that has been very significant, and we've also found -- maybe because you already have your credit line before you go up to the point of sale, we're finding that their first purchase is quite a bit larger than a traditional client. So I guess, Tim, where we're coming out at is, yes, we will be participating in all the different digital opportunities that exist out there, but right now, I can tell you flat out, we're going to make a bunch of money based on this new application or this new account app with people in the store. I mean, that's the stuff you can take to the bank. It's a nice lift that we have. That's the only thing right now I can say that we feel very, very good about. The other stuff, look, we're like everyone else. We're going to see where it leads.