Helen Johnson-Leipold
Analyst · Sidoti & Company
Good morning. I'll start off with comments on second quarter results and share perspective on the marketplace. Dave will review key financials. Then we'll take your questions.
The outdoor recreational industry is highly seasonal, and extreme weather, such as we've experienced this year in North America and Northern Europe, can impact performance. Frigid temperatures and harsh winter conditions began in the first quarter, causing customers to delay orders. These same conditions extended well into the second quarter, which resulted in further delays. While sales during the month of March were solid, they were not strong enough to offset slower sales in the first 2 months of the second quarter. As a result, our second quarter sales were 6% off the prior year. Last year's record high second quarter revenue also factored in to the unfavorable year-over-year comparison.
Historically, we ramp up production during the first quarter for initial customer shipments during the second quarter, in anticipation of the primary retail selling period for our products. However, this year, there has been a shift in pacing of customer orders to align more closely with the warm weather retail season, which historically begins in April and continues through July. This shift led to a delayed ramp-up, which prompted strict inventory management efforts across our operations.
During the first quarter, we also began tightening our belts to control spending without jeopardizing investment in the future. Efforts over the past 2 years to improve operational flexibility enabled us to make adjustments to marketplace demand and helped minimize the impact of this year's volume decline on operating margins. As a result, operating expenses in the second quarter declined 10%, and operating margins remained solid at 9%.
Finally, earnings per diluted share for the quarter were $0.67 versus $0.90 in the prior year quarter. Dave will talk about the key factors behind the unfavorable comparison.
The good news is that the weather has finally turned and product demand is growing. Order positions are strong, and point of purchase status shows retail movement is solid. Based on what we're seeing today, a key challenge this season may well be keeping up with demand. However, while data can help us adjust to marketplace trends, data cannot tell us just how long this season will last. If weather patterns hold true to what we've experienced historically, the result would be a compressed season with fewer inventory turns. The fact is that this year's unpredictable weather makes it impossible to predict the full year performance with any degree of certainty.
The best news about our outdoor recreation market is that participation levels are high with a large number of outdoor enthusiasts who value outstanding innovation and great quality and service; enthusiasts who are constantly looking for the latest and greatest products and services to ensure they have the best fishing, diving, paddling and camping experience. Importantly, these consumers are looking for the best value, not the lowest price. They are the target consumers for our products. Being the best to them is at the core of our growth strategy.
Unique consumer insights fuel our innovation efforts, and staying closer to the consumer helps us identify the a-has that will keep our brands strong in the preferred choice for enthusiasts. Results during the first half of the year masked the fact that we are on track to deliver the 10th year in a row where new products represent 1/3 or more of total company sales.
Equally important is mining the wealth of data within and across our businesses for insights that can help us to be a better, smarter partner for our customers. We've made significant progress in point-of-sale data analytics; most notably, in Marine Electronics, our largest and most dynamic business.
And while this year's unusual weather has clearly impacted every company in the warm weather outdoor recreational industry, initial market data indicates that we are positioned to hold and, in some instances, grow share in key categories. As we enter the second half of the year, we feel good about lead product performance and our ability to capitalize on the growing retail momentum in our markets. Our #1 priority is to strike the right balance as we work to manage inventory down and keep up with marketplace demand. The goal is to avoid both out-of-stock and overstock situations. So trade-offs may be required.
We're just now starting to see the all-important consumer response at retail and hope to have better visibility and full year 2014 performance at the end of the third quarter. We look forward to speaking with you then.
Now I'll turn things over to Dave for his review of key financials.