Earnings Labs

National Vision Holdings, Inc. (EYE)

Q4 2019 Earnings Call· Wed, Feb 26, 2020

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Transcript

Operator

Operator

Ladies and gentlemen, thank you for standing by, and welcome to the National Vision Fourth Quarter 2019 Earnings Conference Call. At this time, all participants are in a listen-only mode. After the speaker presentation, there will be a question-and-answer session. [Operator Instructions] Please be advised that today’s conference call is being recorded. [Operator Instructions] I would now like to hand the conference over to your host, Mr. David Mann.

David Mann

Analyst

Thank you, and good morning, everyone. Welcome to National Vision’s fourth quarter 2019 earnings call. Joining me on the call today are Reade Fahs, Chief Executive Officer; and Patrick Moore, Chief Financial Officer. Earnings release this morning and the presentation, which will be referenced during the call, are both available on the Investors section of our website nationalvision.com. And the replay of the audio webcast will be archived on the Investors page after the call. Before we begin, let me remind you that our earnings materials and today’s presentation include forward-looking statements, as defined in the Private Securities Litigation Reform Act of 1995. These statements are subject to risks and uncertainties that could cause actual results to differ materially from our expectations and projections. These risks and uncertainties include, but are not limited to, the factors identified in the release and in our filings with the Securities and Exchange Commission. The release and today’s presentation also includes certain non-GAAP measures. Reconciliation of these measures are included in our release and the supplemental presentation. We also would like to draw your attention to Slide 2 in today’s presentation for additional information about forward-looking statements and non-GAAP measures. As a reminder, National Vision expects to provide certain supplemental materials or presentation for investor reference on the Investors section of our website. Now, let me turn the call over to Reade.

Reade Fahs

Analyst

Thank you, David. Good morning, everyone. It’s a pleasure to be sharing our fourth quarter results with you today. If you turn to Slide 4, Q4 was a strong quarter for us, capping up another record year for net revenue and adjusted EBITDA. We are pleased to report our 72nd consecutive quarter of positive comparable store sales growth, that’s 18 years of consistently healthy quarterly comps. We remain pleased with the consistency and durability that this track-record reflects. Q4 adjusted comparable store sales growth was up 8.1%. Comps were once again led by our growth brands with a 9% comp increase at America’s Best and 6.4% comp increase at Eyeglass World. Also, I’m quite pleased with another solid quarter at our Legacy segment, which delivered a 5.1% comp increase for its second consecutive quarterly increase over 5%. Note that our Legacy locations average 24 years of age. So it’s nice to see such strong performance from such established stores. We opened 8 new stores in Q4 and ended the quarter with 1,151 stores, for a 6.4% increase in store-count in the past year. The comparable store sales growth and unit growth combined to drive a 12.9% increase in net revenue. Adjusted EBITDA increased nearly 38% and adjusted EPS increased to $0.11 versus $0.01 last year. An important sign of customer satisfaction and ambassadorship is net promoter scores, which we track closely. Our NPS for each of our brands remained at or near record-levels this year. With our 10K filing today, we’re pleased to share that the previously reported material weakness has been remediated. I appreciate all the hard work from our accounting and finance teams to deliver this accomplishment. Since yearend, we have 2 additional noteworthy achievements to share as a result of expanding partnerships. First, we announced an amendment…

Patrick Moore

Analyst

Thanks, Reade, and good morning, everyone. Turning to Slide 9. As Reade noted our business performed very well in the fourth quarter and full year of 2019. During the quarter, we opened 8 stores and closed 2 stores. For the year, we successfully achieved our plan to open 75 stores, while closing 6 locations. Store openings have been predominately America’s Best locations with the remainder being Eyeglass World stores. For these 2 growth brands combined, unit growth increased 9.1% over the last 12 months. We are pleased with our 2019 store additions; these stores were both in existing markets as well as infill in newer markets. In our newer markets, we continue to expand our store base and invest, where our new stores are ramping and building awareness. We note that the majority of our new stores have historically taken approximately 3 to 5 years to mature, and payback invested capital. We remain positive about these newer markets and see a lot of our potential customers there. The chart of adjusted comparable store sales growth presents our comp calculated on a cash basis. Same store sales increased 8.1% during the quarter. Once again, we experienced comp growth in both eyeglass and contact lens categories. The comp growth was driven primarily by an increase in customer transactions, more importantly eyeglass comps were driven entirely by the increase in customer transactions. In terms of contact lenses, comps were primarily driven by average ticket as our contact lens customers are increasingly adopting newer technology lenses that have higher prices, which is a trend that we expect will continue. In the fourth quarter, we generated robust comps and our growth brands as America’s Best and Eyeglass World produced gains of 9% and 6.4%, respectively. Legacy comps increased 5.1% in the fourth quarter. Of this…

Reade Fahs

Analyst

Thank you, Patrick. Turning to Slide 16 and our Moments of Mission, let me introduce Dr. Frank Ptak, an optometrist who practices inside the America’s Best in Fort Worth, Texas. Dr. Ptak recently saw a male patient who had been released from the hospital 2 days earlier with a diagnosis of a concussion and high blood pressure. The patient and his sister came to Dr. Ptak’s office, straight from a 3-hour visit with his primary care physician, so confirmed the concussion and high blood pressure diagnosis. And said the patient’s dizziness was because he had for some reason been wearing his sister’s glasses. During the eye exam, Dr. Ptak informed the patient that he had or was having a stroke in the back of the left side of his brain. Dr. Ptak immediately referred them to the emergency room and made the sister sign the referral form to show the importance of going. Six days later, the patient and the sister returned to thank Dr. Ptak. They did go to the emergency room. And MRI results confirmed the stroke was happening at that moment. The sister expressed that if Dr. Ptak had not had her sign the referral, they would not have gone and her brother would have died. As we have said many times, a routine eye is routine until it isn’t. And Dr. Ptak saved a life that day. While it’s easy to focus on our sales of eyeglasses and contacts, do know that in each of our stores every day, thousands of patients, primarily uninsured, are receiving site savings and even lifesaving healthcare from optometrist like Dr. Ptak. In summary, we are extremely pleased with our fourth quarter and 2019 results, as well as our outlook for another year of consistent growth in 2020. I want to thank our entire team at National Vision, including the over 2,000 optometrists like Dr. Ptak, who provide much needed medical services to patients and our over 1,100 store fronts every day. Each year millions of patients and customers come to us for affordable eye-care and eyewear. We continue to strive to be the best at providing low-price exams, glasses and contact lenses, while both at home and abroad, we worked to bring glasses and consequently sight and improved quality of life to those who would not be able to see well otherwise. This is why we believe optical retailing is a noble profession. With that, I’d like to turn the call back to the operator to start the question-and-answer portion of the call.

Operator

Operator

Thank you. [Operator Instructions] Our first question comes from Simeon Gutman of Morgan Stanley. Your line is open.

Simeon Gutman

Analyst

Hey, good morning, everyone. I have one for Patrick. One for Reade. First on the fourth quarter, can you separate out how much operating margins improved, if you want to focus, or the new adjusted margins, if you remove the benefit from unearned revenue, how much the core underlying? And just to clarify, you said that your adjusted EBIT margin for 2020 is slightly or I think it’s flat or slightly down as implied for next year.

Patrick Moore

Analyst

Hi, Simeon, good morning. I’ll answer the second question first. As we as we look at margins in the guidance and we were pleased to lay out guidance that shows another good year of consistent growth. At the operating margin level there, they are down 10 to 20 bps in terms of middle of the range. Do note that they’re approximately flat at the high-end of outlook. These are based on 3% to 5% comps and, obviously, would look to leverage and our results be above that range. I would note that there is 10 to 15 basis points of negative impact in those margins relative to the unearned revenue that we’ll see next year, in the 53rd week, we’ll have – none of that revenue, will defer a lot of that. And we’ll have some of the fixed cost, so that’s certainly a factor. But again, at the upper end of the range, we do expect to see flat margins. In terms of the impact on the growth, I think I noted of the EBITDA growth of 37 or so percent, about 14%, 15% or, I guess, 1460 basis points was due to the unearned. We saw similar occurrence last year and we’ll see that turn to a degree in Q1 of 2020.

Simeon Gutman

Analyst

Thanks for that. May follow-up maybe for Reade, if you look at Q4 it was a strong quarter. The stacks looked pretty good and definitely a sequential acceleration. Can you talk about the impact of flexible spending, people rushing to use whatever insurance money you’re in? When you do this well in the 4th quarter, does it rob anything from Q1? And then, wrapped into that, you must be tracking tax refunds, is that going to dictate the cadence of Q1?

Reade Fahs

Analyst

So let’s see a few parts. We do benefit from – the 4th quarter does benefit from flex spending accounts and people using their insurance. And that generally starts towards the day after Christmas and that’s been a factor in optical retailing for years and years now. So that is real. We don’t necessarily see that as something that steals from Q1, because Q1 people sort of to re-up and a lot of people who had already used their accounts, or whatever, get new insurance benefits. And so, it’s not really – so the answer is no for that. And what was the second part again? Oh, the refund?

Simeon Gutman

Analyst

Yes.

Reade Fahs

Analyst

We are always impacted by tax refunds. That’s sort of the timing of them and the extent of them is a factor in our business and we monitor that on an ongoing basis. But we like to – that this is why we always like to focus people on half as well as quarters, because those things spread out over time. And in the past few years, we talked about, yeah, please, please don’t look at end of Q1, early Q2, tax refund timing affects that. And you look at us over half, it all sort of washes out.

Simeon Gutman

Analyst

Thanks for the color.

Reade Fahs

Analyst

Thank you, Simeon.

Patrick Moore

Analyst

Thanks, Simeon.

Operator

Operator

Thank you. Our next question comes from Michael Lasser of UBS. Your line is open.

Michael Lasser

Analyst

Good morning. Thanks a lot for taking my question. Patrick you mentioned in your prepared remarks that you will be facing difficult comparisons and that’s one of the reasons why you guided 3% to 5% comp growth for this year. But you’ve really been facing difficult comparisons for the last few years. So was your comment intended to signal that there’s anything different on the horizon?

Patrick Moore

Analyst

Good morning, Michael. The short answer is no. We’ve been pretty consistent about guiding in the 3% to 5% comp range. And that’s also where we set, frankly, operating plan expense targets. We think that’s kind of a nice conservative approach and had enjoyed seeing what happens with leverage beyond that, so not intending to signal anything different. I’ll tell you, we have had a nice 5-year run of AB comps that were very strong in Q1. That was only the point I was trying to do – make is remind folks that AB has been strong every quarter, so it’s early in the year. We are right out of the gate. We’re excited about 2020, really pleased with what we delivered in 2019 and as well as 2018, and have a tendency to take a prudent posture early in the year. And just to add on to that, I mean, if you look at our last 18 years, we’ve averaged about a 5% comp. So, again, we’ve been saying for a long time, we’re consistent predictable business and over time and through all the economic cycles. But that’s how we get to that range.

Michael Lasser

Analyst

Thank you very much and my follow up is, you mentioned that the cost of applicable revenue improved in part driven by higher eyeglass margin and lower growth in optometrist related costs in the fourth quarter. So can you explain what drove those improvements and why would that not continue into 2020?

Patrick Moore

Analyst

Okay. Sure. In terms of the gross margin in the quarter, we did experience higher eyeglass margins. Recall back that we had a new lens contract go into effect at about mid-year, and also recall that we had some telegraphed dilution in terms of our new Texas lab ramping, so both of those were helpful to margins in fourth quarter as we saw the results come in. In terms of the margins for 2020 and Q1, we certainly provided some guidance around that. We do expect to have the full impact of the 15% tariffs, which is kind of the level where we were buying inventories for our peak season for a little while longer. But certainly do expect to see gross margins on the year slightly lower, but in the first quarter a little higher.

Michael Lasser

Analyst

Do you think you’ve reached this inflection point, where optometrists wage pressure is starting to abate?

Patrick Moore

Analyst

Yes. So second part of your question, optometrist wage pressure, in the quarter we saw a little lower benefit cost per optometrist and we benefited from that in the quarter. I would really point you more to the full year numbers for optometrists. And in the quarter, revenue growth outpaced optometrist cost. For the full year those were much closer. I think the costs were just a shave higher than the annual rate of revenue. I am not ready to signal an inflection point, but we have seen some stabilization in that. We do expect – our guidance assumes that there’s continued inflation for wages, for optometrist and associates, but again, in a more stabilized cut.

Reade Fahs

Analyst

And we are very encouraged by our record levels of OD retention. That says a lot, and it’s a real positive sign for us.

Michael Lasser

Analyst

Thanks a lot and good luck.

Patrick Moore

Analyst

Thank you, Michael.

Reade Fahs

Analyst

Thank you.

Operator

Operator

Thank you. Our next question comes from Kate McShane of Goldman Sachs. Your line is open.

Kate McShane

Analyst

Hi, thank you. Good morning. With regards to the contact growth that you saw during the quarter, I think, you said a lot of it had been driven by ticket. But I wondered, if there was any traffic commentary that you can point to that’s going on in contacts and if it differed much from what you saw earlier in the year versus Q4?

Patrick Moore

Analyst

Yeah, in general, in the quarter we saw overall comps traffic driving, outpacing ticket and in eyeglasses it was pretty much a total traffic story. For contact lens, we saw a good growth there, it was more balanced I don’t think I have a ratio off the cut to provide. But there was a little more ticket than traffic. And again, that’s principally driven by what our consumer patients selecting. And in general, there has been an overall trend in the industry, where consumers are picking better technology, more daily lens, and certainly the prices are reflecting that. We obviously can’t – it’s an area that we monitor closely in terms of pricing, because in general contact lens are fairly commoditized product, you can get them online as well as in-store, and we want to make sure our prices are competitive. So the price impact of the contact lens is more about what are patients choosing versus what are we selling and at what price.

Reade Fahs

Analyst

But it was nice that we saw traffic growth on contact lenses as well as ticket growth.

Kate McShane

Analyst

Okay. Great. And then my follow-up question is, you’ve talked about the opportunity of getting more growth from being cited in insurance plans, et cetera. I just wondered, how we should think about the contribution of this possible growth opportunity at 2020 and its contribution to comp.

Reade Fahs

Analyst

We think that managed care will continue to grow, it’s been steadily growing over the years. And as we’ve always said, we’re underpenetrated in the area of managed care. We – our customers that were underpenetrated for 2 reasons. One, sort of America’s Best got a late start. When we took over America’s best, they didn’t even accept insurance, so we’re starting from a dead start there. But also our consumer base is underpenetrated relative to insurance, when it’s your own money, you go and seek out true value, so that’s always strong but that’s why the majority of our customers still are non-insurance customers, but it’s steadily growing. And I think, it grows because people have figured out your dollars go further, when you use your managed care benefits at National Vision brands. Our low prices mean you get more for your money and more for your insurance benefits from us.

Kate McShane

Analyst

Thank you.

Reade Fahs

Analyst

Thank you, Kate.

Operator

Operator

Thank you. Our next question comes from Adrienne Yih of Barclays. Your line is open.

Adrienne Yih

Analyst

Good morning, everybody. Congratulations on a great quarter.

Reade Fahs

Analyst

Thank you.

Adrienne Yih

Analyst

Patrick, my first question is for you, can you talk about – you had mentioned 30 basis points of cyber-security investment throughout FY 2019. How should we think about that line item either that specifically or really SG&A dollar growth into FY 2020? Should we think that kind of maintains as a percent of sales or actually gains leverage? And then for Reade, can you talk about the newer markets, where you’re opening stores? How far apart are the different stores and do you see any impact to the nearest store? And then remind us is what the ultimate potential for each of AB and Eyeglass World? Thank you very much.

Patrick Moore

Analyst

Sure thing, I’ll start with the cyber and SG&A leverage. Overall, as we look at 2020, we do expect the flat to slight leverage in SG&A cost. On the headwind side, we – as I said earlier, we still are planning to see some degree of wage inflation for both doctors as well as associates. We are planning to continue to invest in advertising as we are a growth company that is certainly intending to continue to take share. I do expect to see us leverage corporate cost a little more. So that will be offsetting to get to that slight to – flat to slightly leverage. As it relates to cyber that was an important effort last year, we feel like we have done the things that we needed to do. I think, we guided that we would spend about $4 million last year and pretty close to that. I wouldn’t see that cost being ever mentioned as a grow over pressure as long as things are going smoothly. So I don’t think you’ll hear me talking about that. And in fact, we may even see that dial back just a slight amount coming out of the build year and now we’re in more run mode. So overall, we’re expecting to see flat to slight leverage in the SG&A.

Adrienne Yih

Analyst

Great.

Reade Fahs

Analyst

And on the store count front, we still believe that America needs at least 1,000 America’s Best stores and 850 Eyeglass World stores. We continue to focus on America’s Best, because the ROIC is a little better, and because we have the network effect now of network television, and just the more stores you have the more awareness people have of your stores and when they move to new places and they see you again, it’s reinforces that you’re a strong national brand. In terms of stores near one another, it’s sort of – we factor in cannibalization into our models and into our pro formas, when we built the stores. And so that is something that we have already taken into account when we select where to open our stores.

Adrienne Yih

Analyst

Okay. And then my last final question is on Privé Revaux. I assume, how long is the length of the exclusivity and how much of the comp was driven? But did you do – I know you did advertising specifically for that, because I saw that throughout the fourth quarter. Was there anything that you did that was over indexing to highlighting Privé Revaux?

Reade Fahs

Analyst

In terms of our advertising, sort of in – we – this year not in 2019, but this year we started the year with a strong advertising focus on it. So in terms of that was the key communication. I think those ads has been posted, so you can see them. I hope you like them. I think they’re great.

Adrienne Yih

Analyst

Great. Great.

Reade Fahs

Analyst

Yeah, right. They are a lot of fun. In fact, we’re just having a lot of fun with this. We’ve had movie stars show up at our stores and we get nice crowds and they’re sort of – these people have very large Instagram followers. So that’s very – for competitive reasons, we aren’t going into a lot of specifics. By the way, you should check them out. I wear them and they’re just fun styles too, and they’re very enjoyable in that way. But we don’t like to get into the details of the exclusivity or the exact part of the business attributable to this, but it’s a nice relationship, and we’re real happy, and we’re having a lot of fun with it.

Operator

Operator

Thank you. Our next question comes from Paul Lejuez of Citigroup. Your line is open.

Paul Lejuez

Analyst

Thanks, guys. I’m just going back to Kate’s question, and your answer, Reade. I’m just curious, how much of the higher mix of exam sales are being driven by those customers using insurance versus whether or not you’re seeing exam sales increase for cash paying customers? And then second, I’m curious, if you could talk about the performance of mature stores, how that shook out in 2019, but also curious about the 2018 store class, how they comped in their first year? And then just last one for me is, on the Walmart conversions, just curious what changes need to be made on the backend from what you need to do from the systems perspective versus what changes will the customer see if any? Thanks.

Reade Fahs

Analyst

I’ll just – let me start with the Walmart question, and then Patrick will follow on with the other piece. So actually that’s the key point is the long lead time item and taking over one of these Walmart stores is inputting or putting in our POS system, and our sort of IT infrastructure, and getting sort of all the – everything in place to do that in ways that provide all the right security for us and for Walmart. So that is the long lead time and then sort of we put in our approach to managing the stores in terms of all the operational pieces, the product pieces and the like. So – although, we’re granted the 5 stores a few weeks ago, it’s going to be a little while before we take them over and we sort of do it in phases. We will probably take over one, and then sort of see what we learned there and take over the other 4 soon thereafter.

Patrick Moore

Analyst

Hi, Paul. So following up on the other 2 questions, the real driver in the exam growth is managed care. And the reason there is – when cash pay patients come in, those patients are more applicable or more likely to take our 2-pair offer. And those that come in with a managed care insurance card, they are fitting into whatever provider schedule, which has exams separate from frames and lenses. And so it’s simply a function of we’re growing managed care penetration. We still feel like we’ve got great runway left there, but that’s the bulk of that dynamic. And then in terms of store performance, we’re happy with what we’re seeing across years in cohorts. We – there’s not a lot – we have mature stores comping probably on average across multiple quarters at the lower end of that 3% to 5% range. There are quarters like Q4, where that was also a larger number for mature stores. So as you think about, we are increasing managed care penetration that doesn’t really toggle between existing and new, it’s more ubiquitous across the entire classes. 2018, I don’t have any specific comments to offer up there. We’re a little careful with geographies in years specifically. But I can tell you, 2018 with one of those classes where we were entering new markets and we feel like we continue to take share in those new markets and see a lot of our potential customers there.

Operator

Operator

Thank you. Our next question comes from Robbie Ohmes of BofA Global Research. Your line is open.

Robbie Ohmes

Analyst

Hey, guys. Thanks for taking my question, and congrats on a great quarter. Actually 2 questions. The first, Reade, I constantly get questions about the changing competitive environment and what’s going on out there and maybe could you just speak to any thing you’re seeing any changes and maybe work into that America’s Best positioning versus Eyeglass World. And – what would it take to get Eyeglass World comps to be more in line with what America’s Best has been able to achieve?

Reade Fahs

Analyst

Yeah. So you know the optical industry continues to shift to the value segments. We – when we went public, we talked about we’re a rising tide in a rising tide in a rising tide. The market is growing. There’s a shift to change and within the shift to change, there’s a shift to the value, and we’re the key beneficiary of it. I think the most interesting competitive change of the past few months has been that Sears Optical has closed all its remaining locations. So they, in essence, are – there’s no more Sears Optical, so that has happened, it’s been happening gradually over the years. We do think that that our key brands are gaining market share and America’s Best especially, but America’s Best and Eyeglass World are both gaining market share. And we’re working on ways to continue to get the Eyeglass World comps a little closer to the America’s Best comps, but there are a lot of retailers out there in the world who’d be pretty darn pleased with the 6.4% comp for Q4. And the Eyeglass World team though there were little in the America’s Best shadow is still or rather proud to have delivered 6.4% comp.

Robbie Ohmes

Analyst

That’s a very good point. Just one follow-up question, just on coronavirus, what – can you give us any kind of thought on what your exposure might be under scenarios where there’s a lot of bottlenecks coming out of China, how exposed would you be to that or not be to that?

Reade Fahs

Analyst

Well, Robbie, I was waiting for that question that I’m surprised that hasn’t come up so far. So, yeah, is that given how much this is a topic go throughout the world. To date, we have had no significant impact on our on our supply chain. We are well inventory for the first half of the year and that includes our peak season, our China lab is up and going after Chinese New Year and delivering to our needs and expectations, of course, this is an ever evolving situation. So we’re monitoring it closely, but we’re very pleased with our inventory levels and with the continuation of our supply chain via The Chinese lab, which is of course, one of our fixed labs out there and the only one in China. So, of course, we have 4 domestic labs: 1 lab in Mexico, and then 1 in China.

Robbie Ohmes

Analyst

Great. Reade, that’s really helpful. Thanks so much.

Reade Fahs

Analyst

Yeah.

Operator

Operator

Thank you. Our next question comes from Zach Fadem of Wells Fargo. Your line is open.

Eric Cohen

Analyst

Hi, this is Eric on for Zach. Thanks for taking the question. You have set another quarter of 5% comps on Walmart. If you look at on a 2-year stack, it actually slowed notably. So just curious when maybe that comp, which should have been higher, and as you look into fiscal 2020, what we should expect, given that comps in that segment are going to get tougher?

Patrick Moore

Analyst

Okay. So again, we had a 5% comp in Q4. And that’s our second consecutive quarter of over 5%. We have sort of our execution we think is getting tighter and better, and we’re pleased that we’ve got sort of a fresh new leadership team that started in Q4 of 2018. And we saw it sort of jump starting of the business there. So we feel like there’s good momentum there. And…

Reade Fahs

Analyst

I would say we’re also – if you look at the 3-year stack, it’s a little better. We saw like 5.5% in Q4 of 2017.

Patrick Moore

Analyst

Yeah. And the average of our 226 open Walmart stores, the average age is 24 years. I mean, these are these are hyper mature stores. So I think positive trends in this way say a lot.

Eric Cohen

Analyst

And then, just as we look, last year you lapped – you’re lapping in the cyber-security and the new processing lab, is it fair to think that fiscal 2020 will sort of be the bottoming of EBIT margins?

Patrick Moore

Analyst

Well, you can – we’ve certainly laid out our guidance there. And in terms of EBIT, we’re guiding down just 10 to 20 bps in the middle point of the range. Well, obviously, that looks more like flat at the top-end of the range. And frankly, we think that if comps come in higher than our leverage point, which is in that kind of 4% to 5% range, well, we should see some continuation of margin improvement. I’m not saying that out as a given. But in general, the puts and takes we are – to your point, the Texas lab will not be a drag. We will see – we took some peripheral pricing actions in 2019. On the headwind side, we’re going to see a little bit of inflation. In terms of wages, we’ve still got tariffs baked in. So I think that we did a pretty good job in leveraging, especially in the second half of the year in 2019. And for 2020, we’re guiding at flattish margins, and hope to do better.

Operator

Operator

Thank you. Our next question comes from Steph Wissink of Jefferies. Your line is open.

Stephanie Wissink

Analyst

Thanks, good morning, everyone. Most of our questions have been asked, but I wanted to unpack 3 things that you commented on in your prepared remarks, and maybe 2 of these are for Reade and one is for Patrick. The first, Reade, is just on the success you’ve had with your marketing campaign in recruiting new customers. I think over the last couple of years about 35% of your customer count have come from new customers. Talk a little bit about the CRM system in combination with the marketing agenda? And what KPIs do you use internally to kind of benchmark the success of that marketing investment? And then, secondly, you mentioned lower optometrists cost despite better coverage. So I’m wondering if you can also talk a little bit about your labor model, if that has changed over the course of the last 6 to 12 months, where you’re getting better efficiency out of that optometrists cost investment. And then, just last really quick one, Patrick, for you is on working capital efficiency, had a nice benefit to cash flow this year. Is that something we should continue to expect from you, just greater discipline around inventory and working capital? Thank you.

Reade Fahs

Analyst

Good. Thanks so much. So let me start with your comment of the 35% coming from new customers. And again, I think it’s important to just view this in context. We’re the low cost provider of a medical necessity. We’re in a great and growing industry, where chains are growing and value chains are growing in particular. We have a great formula and we’re very careful to guard our formulas and have had good momentum as you can see over the past several years. Also OD coverage being strong at the record retention level means that we can deal with the volume of people who want to come to us. That’s what happens when you have strong OD retention and good, good coverage level. I do think our marketing is getting ever smarter, more and more sophisticated. And that combined with the continued managed growth in many ways impacting it, helps to drive the new customer count. And there is also just – the wonderful thing that comes with positive word of mouth, you’ve heard me say that this is a fair game. And those who take the best care of the patients and customers generate positive word of mouth that brings in more customers on an ongoing basis. In terms of the detail of the CRM system and the KPI, that’s a little bit of the secret sauce that we have. I’ll just say that there is an integration of traditional and digital and new customer communications vehicles that I think we get ever better at an ever more sophisticated at. And we pay tremendous attention to it and marketing is a key part of what we do. In terms of getting into the specifics of the KPIs, I think that is part of our secret sauce that helps us to be so successful, so I’m hesitant to – we’re the only public optical retailer out there. And I’m hesitant to share too much of that, because it’s part of what makes us so successful.

Patrick Moore

Analyst

Yeah. And in terms of the lower doctor cost in the quarter, I would say look a little closer at the year, which was much better aligned with revenue growth. We’ve not seen a tipping point in terms of optometrists-related costs. But we have seen good stabilization. And honestly, this is the fulcrum point of the model. We’re a patient-focused company. We’re a doctor-focused company. The doctor component of the labor structure is pivotal. We put a lot of emphasis there in terms of acquiring and retaining, and it’s an area where we occasionally make investments. But we did have – we did see some leverage in the quarter. In terms of working capital benefit, I guess, the way I would say it is, we delivered I think about $60 million in operating cash flow this year. Let’s just say that a third of that was favorable working capital timing. And so, that just moves around. In general, we were doing a lot of forward buying at the end of 2018. We think smartly so, because of potential tariff impact. So we didn’t have as much of that this year at the end of 2019, but our working capital is, generally, for a lot of periods it will even be negative. We’ve not made any strides to change that. We like where our inventory levels are especially now staring potentially at this coronavirus situation.

Operator

Operator

Thank you. Our last question comes from Anthony Chukumba of Loop Capital Markets. Your line is open.

Anthony Chukumba

Analyst

Thanks for taking my question and congrats on another very strong year. Most of my questions have been answered. I just wanted to get a quick update. I mean, I know it’s not a significant portion of your business, but I’d love to get an update just in terms of e-commerce, what the penetration rate was for sales for maybe for the full year. And anything, are you seeing any changes, from that perspective? That would be helpful. Thank you.

Reade Fahs

Analyst

Yeah, our online sales for the year was 4% and we’re pleased with that. And we’re always working on different ways of providing meaningful consumer – meaningful omni-channel options to our customers. Category-wise contact lenses has heavier penetration than eyeglasses. And that’s the same for us as well.

Operator

Operator

Thank you. Now, I’d like to turn the call back over to our CEO, Reade Fahs, for any closing remarks.

Reade Fahs

Analyst

Thank you very much, Valerie. I appreciate your help with the call today. In closing, I’d like to congratulate the 13,000 members of the National Vision team on the milestone of 72 consecutive positive comp quarters, where we’re extremely pleased with both our Q4 performance and our 2019 performance and look forward towards building on that performance into 2020. We’d like to thank you all for joining us today and for your continued interest in and support of National Vision. We look forward to speaking with you again, when we report our first quarter results. Thank you all very much.

Operator

Operator

Ladies and gentlemen, this concludes today’s conference. Thank you for participating. You may now disconnect.