Michelle Gass
Analyst · Guggenheim Securities. Please go ahead
Thank you, Bruce. Let me touch on our Q2 performance, and then move into our initiatives planned for the balance of the year. On last quarter's call, we highlighted three factors impacting our Q1 performance; weather, home category sales, and less productive key promotional events. Bruce mentioned earlier that our spring seasonal performance accelerated during the quarter. In addition, we saw benefits from the actions we took to improve both home category sales and the performance of key promotions. While home still underperformed the company average in Q2 it was much better than Q1. Improving sequentially each month as we implemented pricing and promotional action supported by more aggressive marketing through the quarter. Kitchen electrics in particular benefited from these actions, returning to growth in Q2 after a very tough Q1. And as it relates to our key promotional events, we saw improved performance during the second quarter as we added new offers, sharpened our pricing, and invested more in media. I'll now give you a little more color on our Q2 sales. Active continues to be a bright spot in our business, extending its long-running streak of positive comp growth. Active apparel remains solid with mid-single-digit growth driven by Nike, Under Armour, and Adidas are three key national brands. Active footwear improved relative to the first quarter and were encouraged by the trends in our back-to-school season. Now, some additional details in our lines of business. Accessories led the company, driven by positive growth in beauty and fashion accessories. Children's once again outperformed the company, driven by growth in Active, licensed character Carter's, and in toys driven by LEGO. Men's continues to be a consistent performer and also outperformed the company in Q2 led by growth in Active, Big & Tall and key brands such as Izod, Colombia, Haggar, and our primary private brand Sonoma. Turning to footwear, it performed slightly below the company average, driven by – primarily by weakness in our seasonal sandal business. Women's casual footwear performed well driven by Clarks, and we saw strong growth in other key brands, including Vans, Sketchers, and Adidas. And lastly, our women's business had a tough start Q2, but finished strong as the top performing apparel category in July with positive low-single-digit comps. The tough start to the quarter was driven by underperforming spring seasonal goods, which penetrate higher in the women's business. The business strengthened as the quarter progressed, driven by active, swim, key national brands, including Levi's, Lee, Madden for Bali, and strengthen our private brand Sonoma, Apartment 9, and So. Of note, our accessories, children’s, men's and women's businesses each had positive comps during the combined June and July period. Next, let me touch on our omni-channel strategies. We’re very pleased with the positive momentum we're seeing in our digital channel. Our investments in personalization, Your Price, Smart Cart, BOPUS, BOSS and the Kohl’s mobile app have improved the overall customer experience and continue to drive positive customer engagement. As Bruce noted in the second quarter, digital demand accelerated to mid-teens growth from high single digits in the second first quarter. Mobile continues to drive the majority of our digital traffic, with particularly strong growth from the Kohl's app. In fact, during the second quarter, our app visits and conversion grew at nearly double the rate of digital overall. In addition, our efforts to increase our customer's adoption of BOPUS and BOSS are working. Combined BOPUS and BOSS in-store pickup is approaching 20% of all digital units. This is a key part of our overall omnichannel strategy getting customers to engage across stores and digital and to leverage the inventory of our stores. During the second quarter, 40% of our digital orders were fulfilled by stores. I’ll now transition to our strong pipeline of initiatives that we will deliver during the fall and holiday time period that give us confidence in our outlook for the balance of the year. I'm going to start with providing an update on the Amazon returns program, which I'm sure everyone is eager to hear about. It is a very significant initiative of ours and a great example of our innovative spirit. Our unique partnership with Amazon leverages our collective strength. Our strong nationwide off-mile store footprint and best-in-class omnichannel capabilities and Amazon’s expensive customer reach and world-class digital capabilities. Importantly, it perfectly aligns with our top strategy of driving traffic. The overarching goal of this program is to convert the traffic that comes into our stores into loyal Kohl's shoppers over time. We completed the nationwide rollout on July 8. I want to thank all of our associates that supported this smooth rollout. Our stores organization, in particular, did a great job managing the in-store set-up and training for more than 1,000 stores. While it’s only been in place for six weeks, we’re highly encouraged with the initial results. Traffic coming into our stores is meeting our expectations and skewing towards off peak times. We are seeing a mixture of existing customers and new younger customers using the service. We began supporting the program in mid-July with a robust marketing plan, including print, digital, and national broadcast TV. We’re focused on optimizing sales and driving conversion to ensure that we fully capitalize on the traffic coming into our stores. To date, we’re seeing conversion consistent with our pilot stores, and are particularly encouraged with how our customers are engaging with our proprietary brands. So, while it’s early, we’re pleased with the initial results and remain confident in our ability to drive the intended benefit of this program over the long-term. It’s important to note that we expect the Amazon returns program to have a positive contribution to operating income in 2019. Let me now move to the new exciting product initiatives that we have planned for the remainder of the year. First, we’re off to a good start with the back-to-school season, which is our second largest selling season. We are showcasing our leadership position as a destination for Active and casual apparel and leaning into categories that families are focused on right now, and that Kohl's has a leading market position in, Denim, Active, footwear and backpack. Earlier this month, we announced an exciting new partnership between country music star Brett Young, Levi’s and Kohl’s. We will also partner with Brett to launch an exclusive apparel collection called Caliville, which is inspired by Brett’s California root. Second, we are incredibly excited about next month launch of Nine West, an initiative we’ve been talking about for the past year. Nine West is an iconic thought after brand that will be a great addition to our portfolio. It will further raise Kohl’s relevancy as a fashion destination and we expect it to positively impact not only our footwear business, but also our women's apparel business. The launch of Nine West footwear will be our largest ever in the dress casual category, and will position Kohl’s with the largest ownership and footprint of the Nine West brand in the market. This is a key growth opportunity as we currently under index from a market share perspective in women's dress casual footwear. We’re also excited about the significant opportunity we have in introducing the Nine West brand into women's apparel. Designed in-house our Nine West collection will include an expanded wear to work offering and feature an elevated aesthetic and a more contemporary look, which we believe will attract new millennial customers into Kohl’s, as well as engage our already loyal shoppers. Our women's business was positive in June and July combined, and we are confident that Nine West will further strengthen our positioning headed into the fall and holiday time period and beyond. Third, also supporting the women's business, this holiday we are partnering with Ashley and Mary Kate Olsen, as well as Jason Wu, each of whom are highly decorated fashion designers. In November, Kohl's will become the exclusive retailer of Elizabeth and James branded apparel, handbags and accessories. Elizabeth and James, is yet another example of us introducing an aspirational brand that will elevate Kohl's positioning as a fashion destination, and we’re excited to introduce this holiday a capital collection designed by Jason Wu featuring amazing dresses at incredible value. Fourth, we also have important brand launches in our home category. In September, we’ll introduce a new line of soft home goods by Koolaburra by UGG, as well as expand the distribution of Amazon branded smart electronics. And then in October, we’ll introduce Scott Living at Kohl's, our collaboration with the property brothers Jonathan and Drew Scott, featuring an exclusive line of home decor, which fills an important whitespace opportunity and offering modern lifestyle products. We’re highly optimistic that the collective contribution from these launches will further strengthen our home business for the balance of the year and beyond. Now, I’d like to give you some color on a new innovative platform called Curated by Kohl’s, which will showcase emerging digitally native brand's starting in approximately 50 Kohl's stores and online beginning in October. We will begin by offering six brands and then rotate brands in and out to create a constant flow of newness and sense of discovery for current and new Kohl's customers. We are in a unique position to support customers’ curiosity for new brands and interesting products by leveraging our formidable store footprint far-reaching digital assets and large and loyal customer base. This platform is also a way for us to find, test, and gain important insight on emerging brands with long-term growth potential. Facebook will help us bring Curated by Kohl’s to live through social marketing efforts and they will also help identify brands that are creating a following on both their Facebook and Instagram platform. Now, let me highlight some of our marketing initiatives. From a loyalty perspective, we recently expanded our Kohl's rewards pilot to an additional five market and now have it in a total of 13 markets covering approximately 175 stores. As a reminder, we are pursuing a strategy of simplifying our loyalty assets under one umbrella, which rewards anchored to Kohl's cash, a customer favorite and a key differentiator of ours. Our loyalty program has 30 million active members and we believe there is significant opportunity to improve customer acquisition and retention. During the second phase of the pilot, we are simplifying the marketing around earning more Kohl's cash and deploying more targeted and personalized offers to members. We look forward to updating you on our loyalty progress later this year. And lastly, I’ll share with you some of our initiatives underway in both our stores and digital channels. From a digital perspective, this fall, we will begin testing a new site redesign to a small subset of our traffic with the objective of improving the overall customer experience in driving even better conversion. Our new site will feature enhanced imagery, navigation, and filtering. It will also encourage more product discovery and inspiration, while maintaining our value messaging. We’re also continuing to focus on driving BOPUS and BOSS penetration as I mentioned earlier, and we are investing in our sixth e-commerce fulfilment centers to support future digital growth. Stores remain critical to our success and we continue to invest to elevate the overall experience. A big part of how customers are experiencing a modernized Kohl's is through the introduction of new brands and merchandising concept, and we’ll continue to drive that forward. Active has been a centerpiece of our strategy, an important element of our growth over the past several years, and we expect this to continue. We are currently in the process of allocating additional phase to the category, increasing the in-store active expansion strategy to approximately 160 of our highest performing Active stores. In addition, given our success with dedicated Adidas shop-in-shops, we are adding 100 Adidas shop-in-shops this fall, expanding the penetration to approximately 175 doors. We continue to have great conviction that beauty represents a significant long-term growth opportunity for Kohl's as approximately 70% of our customers are female. We have several new beauty brands coming into stores this fall, such as Duncombe Fragrance; and clean beauty brands, such as Evolution 18 by Bobby Brown. We remain on-track to expand the pilot of our new beauty concept to 12 locations in time for holiday. In addition, we’ll be introducing a new beauty impulse concept where we will showcase 20 beauty products in 200 stores and online. And as it relates to our millennial focus, we are testing our outfit/merchandising concepts in 50 stores and on Kohls.com. We have been pleased with the initial results and are evaluating the opportunity to expand the pilot in 2020. We will leverage insight from each of these tests, which can be applied to a broader set of stores. As it relates to our store optimization strategy, we continue to make progress against our rightsizing initiatives. As we have discussed in prior earnings call, rightsizing serves two purposes. First, to improve store productivity to more efficient square footage utilization; and second, to drive traffic into our stores through complementary partnership. This year, we expect to right size 10 locations, including several Planet Fitness and Aldi locations. Separately, our small-format strategy is showing promise, particularly in markets where there is a minimum store overlap. Through both of these strategies, we continue to see an opportunity to improve the productivity of our store footprint. So, as you’ve heard, we have a very strong set of initiatives that we are executing against to position Kohl’s for growth over the long-term. We are also supporting these through our ongoing commitment to our operational excellence initiatives. Our progress on this front has been significant as Bruce discussed and it will remain a key focus as we look ahead. While the first half of the year did not meet our expectations, our business strengthened progressively during the second quarter and we have momentum in the back-to-school season. We remain confident in our ability to drive growth during the balance of the year as we deliver a record amount of innovation and newness. We are committed to driving strong financial performance and shareholder value over the long-term. In closing, I’d like to thank our incredible associates around the country. Collectively, we are fostering a spirit of innovation here at Kohl's that will serve us well for many years to come. We’re happy to take your questions at this time.