Rick Damron
Analyst · ISI Group
Thanks, Robert, and good morning, everyone. During my time, I will provide some additional product and geographic color surrounding our results, and update you on our additional investment in weekday selling hours and our Value Improvement Program.
As Robert pointed out, our indoor products, accounting for approximately 2/3 of our first quarter business, comped roughly 1,000 basis points higher than our outdoor products. We performed particularly well in large decor products. Well-designed promotions, along with the introduction of the LG line drove strong comps and margin dollar growth in kitchens and appliances.
Flooring benefited from strength in hardwoods, laminates and ceramic tile, which finished a Value Improvement reset last year, introducing trend-relevant designs, including larger sizes, rectangular formats and wood plank looks.
We also saw solid positive comps in interior products within core categories such as plumbing, millwork, paint, tools, lumber, building materials, hardware and fashion electrical. Many products benefited from improved line designs and deeper inventory in key items after having completed their Value Improvement resets. Strength in these products is also consistent with strong performance in our ProServices business, which continued to outcomp our DIY business, especially within higher tickets as we continue to apply a particular focus on building stronger relationships with our largest Pro customers, both in-store and through our field-based ProServices team.
While we had solid performance from our indoor products, our outdoor products did not meet our expectations. We were well prepared for the spring selling season, but we expected the season to be normal in terms of timing, precipitation and temperature. We built seasonal inventories earlier and deeper in our stores to be fully prepared whenever spring arrived, particularly in products such as mowers, string trimmers, grills and fertilizers. We also added seasonal labor to the stores and staged Spring Black Friday events by 3 climatic zones just in advance of the expected arrival of spring in each of these zones.
At the beginning of the quarter, we expected headwinds from the unusually warm and dry conditions experienced in last year's first quarter. However, this year, it was colder and wetter than expected throughout the Northeast, Southeast, Midwest and Plains states, which we estimate further impacted our comps by nearly 200 basis points. In fact, in areas where conditions were more favorable, such as the West Coast, Texas Gulf Coast and Florida, we recorded solid positive comps.
In the Northeast, the negative impact of weather was somewhat offset by sales associated with Superstorm Sandy recovery efforts, which aided first quarter comps by approximately 45 basis points, down from 70 basis points in the fourth quarter but consistent with our expectations. Approximately 27 stores have seen a prolonged surge in demand as they meet the recovery needs of the most severely impacted communities.
Three categories, comprised mostly of outdoor products, drove our negative comps for the quarter. Lawn and garden was double-digit negative; and seasonal living, which includes grills, patio and seasonal cooling was high single-digit negative. Lower lawnmower sales drove low single-digit negative comps in the outdoor power equipment category. These categories recorded strong comps in April and also, thus far, in May.
In the second quarter, we expect to recover most of the outdoor sales we missed in the first quarter due to unfavorable weather conditions. As you think about the types of sales we will recover, it is helpful to divide our outdoor products into 2 groups. The first includes products to take now [ph], only to be used within a narrow window of time when weather is favorable, preemergent fertilizers and spring flowers, for example. The second group includes products that customers will want to use throughout the spring and well into the summer months. Examples include grills and patio furniture. Customers will be willing to buy these products as long as enough time remains during the summer to enjoy them. Most of our outdoor products fall into the second category. With the entire summer ahead of us and the improvement in weather we have seen in recent weeks, we expect to recoup a significant amount of outdoor sales in the second quarter.
As Greg discussed last quarter, there is a gap between the percent of customers who know what they want to purchase when they visit our stores and our close rate. We are addressing this opportunity to improve close rate by investing in more customer-facing hours during peak weekday times and through our Value Improvement Program. We have added an average of 150 hours per week to the staffing model for nearly 2/3 of our stores, entirely apart from our typical seasons -- seasonal staffing increase. Previously, weekday and labor hours were heavily skewed toward tasking and we have identified an opportunity to better serve customers and close more sales during those hours by increasing the assistance available in our aisles. We completed hiring of these part-time employees in the first quarter. As these employees progress up the learning curve, we expect these hours to contribute to sales growth. We will continue to monitor the performance of this program and make adjustments as necessary.
The Value Improvement Program remains our most important 2013 initiative. Through this initiative, we are improving our line designs, making them more relevant to each of the markets we serve, easier for our customers to shop and more efficient for our associates to maintain. This includes reducing duplication of features and functions within price points and reinvesting the inventory to increase in-stock levels, especially in key high-velocity items customers expect us to have on hand, including job lot quantities needed to complete large projects. We are also working to lower unit cost by reducing funds set aside by vendors for promotional and marketing support and by negotiating lower first costs.
We continue to make progress. At the end of the first quarter, we had completed resets representing over 1/2 of our business. Examples of resets completed in the first quarter include seasonal products like planters, patio furniture and grills and year-round products like kitchen cabinets and garage door openers. We expect to finish the initial round of resets in 2013.
As Greg mentioned last quarter, the financial benefit of Value Improvement is greatest once we have reached stabilization. That is, when we are past clearance and selling only new assortments. We estimate that roughly 30% of our product lines were at this stage in the first quarter. We continue to expect average mid-single-digit comps and roughly 100 basis points of margin improvement rate for product lines that have reached stabilization.
From an operational perspective, these resets are now flowing across our stores with minimal disruption. Greg and I are committed to continuous learning and collaboration and we expect the same from our organizations.
As we monitored the execution of Value Improvement resets during the first half of last year, we identified opportunities to minimize disruption by managing the reset process at a more granular level. We now plan the clearance of old inventory, the arrival of new inventory, the arrival of displays and signage on a store-by-store basis versus at a regional level. And before we proceed with any reset, a team, including members from merchandising, store operations and logistics, meet to ensure all elements of the reset are ready. If not, we delay the reset until they are. These steps have helped us to eliminate out of stocks and minimize disruption in our stores. As you can see, our commitment to continuous learning and collaboration supports our focus on increasing close rates.
We expect to get better everyday at meeting customers' needs through improved service and product offerings, which is why we have added customer-facing hours during peak weekday times, and we continue to enhance our product assortments through our Value Improvement Program. We look forward to sharing our progress with you in the coming quarters.
Thank you for your interest in Lowe's, and I will now turn it over to Bob.