David Makuen
Analyst · Chuck Grom with Gordon Haskett. Please go ahead. Your line is open
Yeah. No. Great question. I think what we've done primarily to date, Chuck, is hold a series of internal focus groups, primarily led by the field and getting direct input from our associate base who often mirrors our customer base. We trade back and forth in fact on a regular basis in the neighborhood. And I'll give you some direct color a little more than in the call, so to speak. We're hearing a disproportionate amount of pressure on gas and hearing things like, Hey, I fill up my tank with a portion of my paycheck and then I buy my driving time, so that I don't have to fill it up again a week later. And that's a real from the heart and it makes it hurt, because that's curtailing some of their, certainly, distance driving and probably pleasure driving choices. And it's keeping them local. Now that, in many respects, is most likely benefiting our traffic a bit, because they are staying closer to home, and we are near home for them. So, there's probably a put and take there. Again, this is qualitative data, not quant. The second thing we're hearing is rent. Our customer often rents in -- way over indexes versus the average population and even a slight higher cohort of income, these guys are renters. And they're feeling the pressure of landlord -- rents going up, utilities for my rents going up, and those utility costs obviously being passed on to the renter. And some are facing things like evictions, and this is certainly more on the lower income tranche, think [indiscernible] and below. They're facing some really, really tough times. And so, those are the two that are showing up the most. Food is coming in number three, but not -- certainly not as high as gas and rent. So, we're watching that carefully, and we're talking frequently to our associate base and they're talking to customers just to kind of keep tabs on that. At the end of the day, I'll go back to some of that shopping local commentary that I was talking about. We do think that there's a kind of a benefit, so to speak, for being dedicated to our neighborhoods and being there, because over 50% of our volume is literally within a three-mile or less range and around the store. And as you know, in roughly three quarters of our chain, there really aren't a lot of options shop with the family. There might be a female option in the neighborhood once in a while, but there's not a lot of options to shop for a guy, a woman and a kid and even a baby in the neighborhood. So, I think there -- to some respect, like I talked about durability of our model and the sheer fact where we're located and how we curate for our audience, that's really, I think, fortifying, frankly, our basket and conversion levels. And then lastly, the loyalty, which I've talked about -- the loyalty of our customer is, frankly, boundless. And those who can't come to this frequent, if we talk to, feel terrible. But they are managing their reduced, I guess, available disposable income as it were, and they are coming in a little less frequently. But when they do, they shop in a healthy way and they love it, and they wish they can come in more. So -- and I think all of that is going to unfold over the rest of the year. And I think short-term, we, like most of retail, is going to do some more digging in research and that's what we're going to do actually in the next couple of weeks, do a little more research quantitatively to figure out what are we missing, if anything. But that's what we know to date. And then lastly, like I mentioned earlier in the call, we're just doubling down, Chuck, on what we do best. And I find that, that's the best way to lead in these situations. And so, we are staying true to our purpose and to our mission of providing trends, basics and fashion to this audience. And as long as we keep doing that, I think it will help us get through this.