Gina Drosos
Analyst · Cowen and Company. Your line is open.
So, let me start with the customer value equation first; obviously our value equation is comprised of a number of different things, the price of our product, the assortment, the service that we provide in store, the education, the seamless OmniChannel experience that we provide, because we know that fine jewelry shoppers are online, in-store and back again. So there are a lot of components of that, but a couple of things I mentioned in remarks that we’re doing uniquely now are first, we’re doing some pricing studies to carefully evaluate and benchmark versus key competition as well as evaluating our promotional spend. So, I also mentioned that we’ve become a bit too promotional, we believe at certain times of the year, and this is creating confusion for consumers and also creating an environment which damages brand equity instead of building it up. So we’re taking a look at both of those elements to see what the right kind of value equation is for us to have, and that may vary across our different banners. Given to the answer to your second question, which is banner segmentation. So you’re absolutely right, several years ago, we had (inaudible) come in and do a study about the market and who are the shoppers within the market. And then we kind of lined each of our brand banners up against one of those consumer groups. But having done a lot of branding work throughout my career and repositioning brands for growth, it’s more complicated than that. So we’ve brought some deep data analytics to bear in addition to that to show us which consumers are already buying in which banners, which are the consumer groups that are growing the most, and what are the significant benefit promises that those consumers really want to see. And then we’ve been doing work on what each of our brand banners can stand for and how we might target these consumer groups in a different and more personalized, more individualized way. So, that’s the work that’s been going on over the last six months since I came, and I’ve seen some work on it very recently. I think it’s coming along very well and we’re getting ready to get some of that into execution and testing, which we’ll be doing over the coming months, so that we can really better differentiate our customer groups and reduce the overlap. The great thing is that that carries over to other things as well. It carries over to new store concepts, new service concepts, our merchandise mix. As we’ve talked before we’ve gotten into a situation of sameness across our banners over the last couple of years where the merchandise looks very similar across our banners. And with the benefit of a fresh look at the segmentation, we can now pull that apart a little bit and differentiate the merchandise that particular customer groups want to see in banners better than we have before.