Jerome Griffith
Analyst · Craig-Hallum Capital Group. Your line is now open
Thanks, Jim. I’d like to take a minute to review our forward vision as first outlined in our five-year plan presented at the end of 2017. You have all heard me speak of our financial goals to grow to between $1.8 billion and $2 billion in revenue with EBITDA margins in the high single digits. Additionally, you have heard our key strategies to achieve these goals, get the product right, be a digitally-driven company, execute a unit channel distribution strategy and improve our infrastructure and process. We have made significant strides in the last couple of years riding this ship. In a difficult retail environment with several headwinds, we are pleased with the progress we have made and we feel we were on the right track to reach our stated goals. And here's why? As you know, concerning product, our main product objectives remain own the water; own the weather; layers, layers, layers; and we fit everybody. This focus is working very well for us. We have greatly improved our product offering both quantitatively and qualitatively. First, we continue to improve our use of data in defining our product offering. As a current example, data showed us that our swimwear customers want product year round and that she wants key items that she can mix and match. We use this data to write the size of the product offering by season over the year. Second, innovation and newness are important to our customer. We use our data to determine how much innovation and newness our customer wants to see in our line. As an example, we will be introducing chlorine resistant swimwear for spring which we believe will be well received by our customers as we continue to enhance their lives with functional product. And we have reintroduced certain types of prints and patterns to which she responds favorably. Within digital, we continue to accelerate the use of our comprehensive data across the organization. Our insights and former product decisions drive our promotional strategies and refine our customer acquisition and retention initiatives. We’re fine-tuning our approach with an increased focus on driving repeat purchases across our customer base while continuing to target new customers. As we acquire new customers, we are expanding the application of our predictive analytics efforts to drive their next purchase effectively ramping up our efforts to convert them to highly valued repeat customers. Essentially, we look for similar shopping behavior patterns between new customers and existing customers in order to create comprehensive and integrated digital campaigns. While this application is being applied to new customers, it is still in early stages and we are beginning to see higher repurchase rates from these new customers and greater dollars spent. We also continue to benefit from our strategies to stay relevant in online searches while also leveraging media, including Facebook, and connected TV smart devices to highlight our brand messaging. Within our promotional and markdown strategy, we are taking a more disciplined approach to promotions as evidenced by approximately 90 basis point expansion in gross margin this quarter, despite a highly promotional environment. We continued to use AI to test and learn and are gaining further traction in improving the effectiveness and profitability of our promotions and markdowns. Our successful price clarity program has contributed to higher conversion. We will continue to test and learn in order to drive profitable growth as we better understand our customers’ purchasing motivations. I've already touched on our unit channel distribution strategy at the beginning of this call. Our goal is to serve our customer no matter how and where they shop us. We remain committed to enhancing the shopping experience across our business, whether it's in our digital or physical channels. Our mobile experience remains an important priority, as we know this is our customers preferred way to shop. We are upgrading the mobile experience particularly with navigation, checkout and payment processes, all with increased speed. Our retail stores serve as an important extension of our eCommerce business where we can improve convenience and personalized service, as well as further expand our brand awareness. We know our customer appreciates the store experience as she wants to feel and touch product as well as receive personalized service. In addition, our stores are customer service centers that are part of our customers’ interaction with the brand. Building on a successful in-store kiosk launch, we are adding kiosks as well as ways for customers to connect with service specialists while in stores. We continue to take a disciplined approach to expanding our footprint with plans to open 10 to 15 locations in 2020. We will continue to target convenient, open air locations that are adjacent to other stores our customer shops frequently. We also look for ways to expand our reach across other marketplaces and through strategic relationships and collaborations. Amazon has been a great distribution channel where we have seen approximately 50% of our total purchases driven by new customers and more than one quarter from lapsed customers. We are also looking to selectively enter into licensing agreements in categories where there are benefits to be gained with partners. We are currently exploring footwear and men suits along with other opportunities. And as we shared last quarter, we are introducing a swimwear collaboration with Reese Witherspoon's apparel brand Draper James. This collection will be available on eCommerce on March 20 and in retail locations on April 1. We believe this is a meaningful branding opportunity and we’ll continue to explore other collaborations as we look to drive incremental growth and brand awareness. While these new initiatives are in early stages, they provide exciting opportunities to leverage our strong brand heritage and production capabilities to build long-term growth. We look forward to updating you on our progress across these opportunities. Finally, on our business process, we are committed to driving profitable top line growth across our business and leveraging our SG&A expense to accelerate our EBITDA growth. We continue to see opportunities to reduce costs through better leveraging of our IT investments, particularly with our order management system which we are currently in the process of implementing. We're also looking to other areas to improve costs and drive efficiencies in our process. We are selectively using avatars in place of live models for some of our Web site photos. This will allow us to update the Web site faster, expand the number of available photos and drive cost efficiencies. We're utilizing 3D digital modeling in our sourcing process which increases speed to market and lowers production costs. We will also benefit from the opening of our own buying office in Hong Kong as we no longer leverage Sears resources. We expect this transition to drive cost improvements next year as the new team become fully operational by the end of April. And with that, we will open it up to questions.