Jack Sinclair
Analyst · Deutsche Bank. Your line is open
Thanks Chip. Over the last several months, we challenged ourselves to make key fundamental shifts in how we run our business, leading to some early signs of improvement. During the fourth quarter, we refined and balanced our promotional strategies to target our core customer and eliminate inefficient promotions. To be clear, we're still promoting and providing value to our customers, but we're doing so differently. We focused our promotional activity by responding to opportunities in the marketplace rather than reacting to promotional pricing elsewhere, resulting in improved cost of merchandise. We focused our display and presentation in-store on items that differentiate us in the marketplace and provide uniqueness to the customer. If the composition if the competition zigged, we zagged. In our core fresh categories, we focused less on commodities and more on our strengths in assortment. On apples, we promoted unique varieties like Lucy Glo. At the holidays, we focused on greater attribute-driven products like no antibiotic of our turkeys rather than commodity items. This has been a profitable change, and we're exploring how to develop this approach even more broadly across our portfolio. We are becoming the platform for innovation, where our vendors come to us first because we can move quickly to put new healthy products in our stores. We've implemented new initiatives to accelerate our innovation pipeline, like our innovation summits, targeting emerging brands and our new think tank panel comprised of partners in the industry that incubate start-up brands. These programs led to successes in our grocery aisle with the addition of Pipcorn, packed with nutrients and taste, and Van Leeuwen oat milk vegan ice cream. All these changes have created a platform from which we can build. Our brand can and will be known as a treasure hunt for healthy eating across this country. Enhanced cross-collaboration has helped teams work together to better plan and source our products. We reorganized our produce-buying group to enhance our vendor partnerships, increasing availability to Sprouts and improving our costs. These improved vendor relationships allowed us to highlight Driscoll's Sweetest Batch blueberries, which are bigger and sweeter, increasing sales in the fourth quarter. All these changes resulted in meaningful differences in how we promote price and source our goods. And we did this all the while driving gross margins, contributing to much of the quarter's success. This progress and the team environment we created resonated across the entire organization and across the store portfolio. As a result, we're making progress across the country. The East Coast division opened half our new stores in 2019. And with relatively new leadership, the results were commendable. Both Florida and Georgia improved their store operations, and Georgia greatly improved their financial position, which had been lagging in past years. And that's a testament to focused leadership with a clear set of priorities. We plan to build on this success as both Florida and Georgia provide growth opportunities for the future. A restructured store bonus plan, laser-focused on what our store team members can control has proved to be a successful incentive, driving sales and engaging team members across the organization. In 2019, we completed the production planning phase of FIM resulting in workflow improvement, better curation of assortment and a reduction in shrink in our fresh departments. We also entered the second phase of FIM, deploying computer-assisted ordering which, when completed, will provide fresher product to our customers, improve sales floor conditions and reduce unproductive inventory. Additionally, we completed industrial engineering labor standards on all in-store activities, and we'll be integrating the labor standards with our labor management system to properly schedule resources based on production needs by item. These initial positive results are setting the foundation on which we will continue to build. As Chip mentioned, we're keenly aware that our traffic remains negative. We're taking a long-term view and know as we move towards a new marketing strategy, a stronger everyday price position and pulling back on unprofitable promotions may result in continued traffic headwinds. We expect an adjustment period and then profitable customers will respond. The retail landscape remains fluid, and we continue to evolve how we connect with our customers. I'm pleased that during 2019, we enhanced our touch point with our customers. We increased our digital subscribers to over two million accounts, up more than 35% for the year. As well, our home delivery continues to expand, ending the year up more than 150%, and we continue to see increased adoption. We tested self-checkout in a handful of stores to a resounding positive response, and we will extend the test in many more stores in 2020. There is much work ahead. Currently, we're testing some tactical changes in our marketing, including how we reallocate the mix of our media spend. We're focusing less on print dollars and redirecting these funds to different channels and different content to drive brand awareness, personalization and store traffic. We've experienced some positive test results in the early stages but have not yet declared victory and look forward to additional testing and data as the months progress. Looking ahead, I want to share some of our initial conclusions from our strategic work to date. The foundation that made Sprouts will remain, a healthy brand rooted in the farmers market heritage that is good for you, good for your family and good for the planet. We will lean on innovation either through market trends, national partnerships or private label investments and will remain value-orientated and accessible to the everyday consumer. With considerable transformation work in front of us, we've identified a handful of opportunities. One, through our early segmentation work, we have a deeper understanding of the current and future customer at Sprouts. We understand what is important to these customers, where we have opportunities and how we will integrate changes to reflect their preferences. Two, we expect that store growth should accelerate beyond our historical 30 stores a year with a smaller box size that is less complicated and more profitable similar to many of our older Southern California stores which continue to produce above average profits. Three, we will plan to enter new markets with a greater concentration of new stores. Four, all markets, both existing and new, will be supported by a more effective and efficient supply chain network, improving costs and guaranteeing freshness of products due to shorter distribution times. This point is of great importance. Though we have 340 stores, our supply chain has been disjointed with our growth. This will be corrected in short order and will separate us from other competitors who lack this infrastructure. And lastly, marketing will evolve to promote more brand awareness, so customers understand why they should shop with Sprouts and their loyalty and a greater share of wallet. The concentration of stores backed by our supply chain network and a focused marketing program on our target customers coupled together will create optimal store economics. I look forward to sharing the detailed strategic vision with you all at our next earnings call. A new chapter is starting to take shape for Sprouts. With the positive fourth quarter results behind us, the dynamic leadership in place and an inclusive team member culture, we are all even more energized for the work and challenges ahead. I want to thank all the team members at Sprouts for their dedication and their enthusiasm displayed to our customers every day in the stores. Even more so today, I remain confident in the team's ability to focus on creating a more efficient business while implementing a strategic plan to position us for long-term profitable growth. With that, we would like to open up the call for questions. Operator?