Debbie Propst
Analyst · Benchmark. Your line is open. Please go ahead
Thanks, Reuben. I'd love to. So obviously, I certainly want to indicate that we believe that there is a build in our business this year due to the work from home needs and the increased spending in home. But there are also indicators that those trends have some longevity to them based on the real estate data that we are seeing and other data we're triangulating from the market. Additionally, we have, as you know, been strategically changing the way that we have run this business over the course of the last year, and we are really seeing some of those changes come to fruition. And I'm also pleased to note that we are just at the beginning of those journeys. So I think the momentum that we'll continue to build with some of the strategic drivers, the predominant drivers are marketing, assortment and web enhancements, and then you'll see us layer in some of their physical retail strategies as well, which we kicked off at the end of Q2 and Q3. So from a marketing perspective, we've been moving to seasonally – seasonal campaign management of our marketing and our consumer engagements. We've brought in new talent into the organization and are running our marketing mix in a much different way. So just as a point of reference, marketing as a percent of sales in Q3 was 4.8%, that's down from 5.3% in Q2 and down from 6.4% last year. Meanwhile, we obviously drove $80 million in increased orders in the quarter. And of that $80 million in increased orders, only $10.6 million came from organic traffic. So that really speaks to the effectiveness of our marketing demand tactics. And specifically, within Q3, we had a benefit from our holiday campaign. This is a season that Design Within Reach brand, in particular, but all three of the brands have never really leaned in geographically. So you really see the benefits of the campaign tactics coming to fruition in a big way in Q3. But we will continue to execute our marketing tactic in a much more effective and efficient way. And what we've seen is our acquisition cost really drives down our acquisition cost. It's now down under $50. It's less than half of what it was this time last year. I think any retail brand would be proud of those acquisition costs. From an assortment perspective, $47 million of sales in Q3 were driven by non-comp SKUs, so you are seeing our units – our assortment units really start to build and our assortment expansion is driving growth, and we're only just at the beginning of that journey. In Q4, you really see us begin to dive into the art category, and Q1, you will see us start to layer on a bigger effort and rugs, and then we're continuing to build those our furnishings assortment across a broader range of modern style and also testing luring enough cash and carry in some stores as we grow our accessories offering as well with a goal from an assortment perspective of being a destination for decorating the whole room, not just a source for the furniture pieces. From a physical retail perspective, as you probably know, we've been testing some new concepts in physical retail. At the very end of Q2 and into Q3, we opened a small format Herman Miller store, which I came into my role pre-COVID, very excited about based on a couple of things. The trends we were already seeing in a distributed workplace where more and more people were using their homes as places to work out of and therefore, need effective spaces to do that. And also the trends there have been emerging over the last five or so years, in particular, around an increased desire for products that help improve your health, wellness and cognitive and physical performance. And our products do all of those things. So we've opened several small format Herman Miller stores, really focused on showcasing that value proposition of our ergonomic seating, and they are more than exceeding our expectations, and we're going to continue to ramp additional stores like that. And additionally, we just launched a small format Design Within Reach, both in South Hampton, in the Hamptons and New York, and also a similar version of that in our new Fulton Market location. That Design Within Reach model is a model that showcases a localized assortment offering versus a generic offering, which was typically done in the past offered one offering across our entire fleet. And so this is a curated and localized offering that also includes the cash and carry accessories I referenced. And this type of store costs about assess of what the previous DWRs cost in terms of capital and inventory investments for opening. And we're seeing some very initial, but positive performance from those locations. So we're really looking at how we optimize our physical retail as a key component of the customer journey. Certainly, what we've learned over the last year is, how important that in personal engagement with our products and our brands are, especially in the ergonomics seating category where most customers are purchasing that type of product themselves for the first time. And until now, a procurement specialist or an ergonomics specialist of the corporate office has made that decision for the customer. And then I'm going to pass it over to Ben to talk about the web enhancements that we've seen proved very successful thus far with huge growth in – of over 313% in the quarter in our e-com channels. And we're just at the beginning of that journey with more of those enhancements coming across our portfolio of retail brands and continued enhancements within DWR where we've already launched Kazam!. So, Ben, do you want to just add some color there?