Manuel J. Perez De La Mesa
Analyst · William Blair.
Sure. We will still have a bit of a headwind from a product mix standpoint, not so much on -- not on building materials at all since the building material gross margins are very similar to company average. But on the equipment side, which is our lowest gross margin percent product category, equipment, as there is more replacement activity particularly more activity as equipment is -- as we upsell equipment and try to drive more to higher-efficiency units, whether they be variable-speed pumps, high-efficiency heaters, LED lighting, those products provide us with more GP dollars in that we got -- we have -- they're higher price points, but they are also at a lower margin percent. So net-net, that reflects poorly on percent, margin percent, but very favorably in GP dollars, which is why we're such big advocates of that migration despite the margin percent optics. So therefore, that's where the headwind is. On the margin percent, again, not margin dollars, which is far more important than margin percent. The other factor that plays into it is that in 2013, the very late start to the season in the seasonal markets, resulted in the nondiscretionary product sales being down year-on-year and down versus what our expectations were. In a more normal weather year, those nondiscretionary products should have some bit of recovery, and those products tend to be lower-dollar items, which carry with them a higher-margin percent. So in 2014, you'll have those 2 factors kind of mitigating one another, again, the recovery of maintenance and repair items, which carry a higher-margin percent because they're lower dollars, as well as the ongoing migration, particularly toward higher efficiency, higher GP-dollar equipment items, which carry a lower margin percent. Net-net, we're expecting gross margins to be roughly the same in '14 as they were in '13. But our focus, just to make sure everybody understands, our focus is driving GP dollars. So I'd much rather, for example, from a company standpoint, replace, for example, a heater, which is a lower-margin percent than selling the part to repair a heater, which has a much higher margin percent but much lower GP dollars.