Gina Drosos
Analyst · Nomura Instinet. Your line is open
Thank you, James. Good morning, everyone, and thank you for joining today’s call. Today, Michele and I will discuss Signet’s fourth quarter and full year results, including the issues that developed following our credit outsourcing transaction and related operational challenges. We will also discuss Signet’s comprehensive three year company-wide plan to reinvigorate Signet and transform the company to be share gaining, OmniChannel, jewelry category leader. We will then open the line for your questions. As a member of the Signet Board since 2012, I developed an appreciation for the fundamental strength of Signet’s business, outstanding team members and attractive market opportunities. Since becoming CEO seven months ago, I have taken a look at the business through a new lens diving deeply in to our operating plan details, demand creation capabilities and cost structure. As a result I obtained a much greater insight in to Signet’s operations and enhanced my understanding of the opportunities for Signet moving forward, and what needs to be done to position the company for improved performance. It is clear that Signet is working from a strong foundation. The company continues to be the market share leader in North America in a large growing and highly fragmented category, with the opportunity for additional share gains as we leverage our scale in innovation, marketing and procurement. We have a good balance between a steady bridal business, a fashion-gifting and self-purchasing business and a design, repair and maintenance business which continues to drive traffic to our stores after a purchase has been made. Additionally, our bridal and anniversary businesses involve big ticket items that are purchased infrequently and often after careful deliberation with the assistance of knowledgeable trusted sales professional. And overall our store footprint is highly strategically placed as we improve our e-commerce and especially our mobile capabilities; the jewelry category gives us an opportunity to use our stores as a key advantage to provide customers with a superior OmniChannel experience. We plan to build on this foundation, as we aspire to be the preferred authority and destination for jewelry products for bridal occasions, fashion and gift occasions, custom design and jewelry repair and maintenance services. But before we can fully achieve this objective, we have some immediate challenges to address. These include the operational issues associated with the outsourcing of our prime credit business as we need to transform our business to invest in growth initiatives while lowering our cost structure and repositioning our real estate portfolio. As you know we completed the first phase of our credit outsourcing plan in October, when we sold Kay and Jared’s prime receivables to ADS for $950 million and outsourced servicing of our non-prime receivables to Genesis. Today we are pleased to announce the final phase with a signing of a multi-year agreement with investment funds managed by CarVal Investors to purchase our book of non-prime receivables. Michelle will cover these transactions in more detail shortly. When it closes, this credit transaction will complete Signet’s transition to a full outsourced credit structure, while maintaining a full spectrum of category leading, financing and leasing options for customers. Together these transactions are expected to significantly reduce consumer credit risk on our balance sheet, reduce our working capital needs and enable us to focus squarely on our core retail business. Importantly, these transactions also enable us to continue to return significant capital to shareholders. At the completion of Signet’s transition to a fully outsourced credit model, we expect that the credit transactions will have generated more than $1.3 billion in proceeds, which are being used for debt repayment in significant share repurchases. From a combination of available cash and proceeds from the credit transactions subject to market conditions, we expect to repurchase approximately one quarter of Signet’s shares outstanding. For all of these reasons, I am confident that these transactions will prove to be very beneficial to the company over the long term. However, the transition of the credit function to an outsourced model has led to operational issues that significantly impacted our same store sales. We are making steady progress fixing these issues and have seen some signs of improvement in credit participation and application volumes in February versus fourth quarter trends, although still below prior levels. We do continue to expect a transition to be a headwind during fiscal year 2019, as we work through change management in the stores. The credit transition was not the only challenge we faced last year. As I conducted my deep dive review of our operations and strategy, it became clear that there are some additional operational issues that require attention. We did not invest fast enough in OmniChannel initiatives, particularly mobile and have been too slow to capture our fair share of the online channel both in terms of traffic and conversion. We have had less effective product innovation success and did not invest enough in differentiated products. As product life cycles have shortened, our innovation pipeline has not been robust enough to offset a natural decline of some of our larger collections. Our banner brand equities have become less relevant and our in-store experience and communication platforms need updating. Across banners we have relied too heavily on the promotional lever, which has incentivized customers to buy on deal and created a value perception problem in non-heavy promotional periods. And employee morale has suffered as we have experienced organizational change, headcount reductions, negative press, and complications from the outsourcing of credit. These company operational issues have been exacerbated by several changes in the retail environment which we have been slow to respond to including declining mall traffic and shifts in customer buying behavior. The good news is many of our problems are fixable. We can and we will correct them. There are significant operational improvement opportunities at our disposal; capturing these opportunities allows us to stabilize and then start improving our results, while planning for and investing in the future. We are disappointed in our fiscal 2019 outlook, but feel it is important to have this year as a transition year to kick-off our transformation plan. Signet path to brilliance is a three-year comprehensive transformation plan to reposition the company to be a share-gaining, OmniChannel, jewelry category leader. The plan is designed to increase our cost competitiveness by driving out cost customers do not see or care about, while enabling growth investment in our three key strategic priorities of customer first, OmniChannel and building a culture of agility and efficiency. The growth priorities of the transformation plan are number one; as part of our customer first strategic priority, we are aggressively addressing customer relevance and value. Although Signet remains the category leader, we have not been leading category growth and have lost market share. We must become more customer-focused. There is a need to clearly differentiate our banners and drive higher brand equity, shift our advertising and media mix to be become more relevant, use analytics for actionable insight and provide and clear and compelling value proposition. We are in the process of completing new brand positioning work, which is intended to clearly differentiate our banners with Kay, Zales and Jared effectively targeted to different customer segment with unique benefit propositions, reducing overlap, improving banner differentiation and increasing customer relevance will enable more effective merchandising, in-store experience and marketing. The new banner positioning are built on deep data analytics and will be tested this year. We are also continuing to shift our media mix to digital to reach customers where they are with greater targeting, personalization and efficiency. Linear TV will remain a competitive advantage for our brands, but will no longer represent the majority of our spend. We are augmenting our wealth of consumer data with access to new data to allow us to move beyond demographic and behavior marketing, which is focused on a limited number of customer characteristics to predictive modelling and trigger moment marketing, where hundreds or even thousands of characteristics are used in combination to find the shoppers most likely to respond. We are also investing in data science expertise and new analytics tools to measure marketing impact at the individual level, setting the stage for in-flight optimization of campaigns to drive engagement by providing the information customers want next, whether that’s diamond education or fashion inspiration. We can personalize content to meet their needs. Disney Enchanted is a great early example of this, where we targeted Disney fans through activities reaching almost 600,000 customers at a very low cost, helping drive the strength of Zale’s sales. Finally, we are beginning to utilize the latest digital identification technology, enabling us to take the customer along their journey even if they switch devices, search for information on different websites or go in store. To optimize our customer value equation, we are closely evaluating our pricing structure. Our historical model has been high-low at Kay and Zale’s, with a reliance on promotions, which has made purchasing confusing for customers. We are evaluating our promotional spend, as well as conducting pricing studies with the goal of applying learnings to address price perception issues and identify areas where we have gaps. At Jared, we have a less promotional model that are benchmarking our value equation and merchandise assortment. Any changes will be made thoughtfully with the goal of providing superior customer value and experience, while carefully managing the trade-off between sales growth and margins. Innovation is also a top customer first priority to drive traffic and conversion in store and online. We think of innovation in two broad buckets, core and disruption and across several vectors including in product, experience, digital and delivery innovation. We are driving a renewed focus on core innovation with our newly formed banner teams and functions, which I’ll discuss in a few minutes. These efforts are important in driving growth and are lower risk and faster to execute. Our goal is to increase relevance and move quickly in this area, given that customer habits have changed and the life cycle of product is shorter requiring more continuous newness. For example, we have implemented new and faster idea screening approaches and vendor summit to increase effectiveness in new product design and launch. To drive disruption innovation, Signet is launching a new innovation engine, our innovation engine team is responsible for idea generation, qualification, piloting and ultimately rolling out the best ideas across new product breakthroughs, experiences and business models. Our goal overtime is to drive a higher mix of disruptive innovations, which have the potential of being more incremental to sales. For example, this team is currently piloting and optimizing a new digital innovation program in Jared stores, where we are making over 100,000 diamonds available to customers through a virtual diamond vault leveraging R2Net visualization and diamond market technology. Number two, OmniChannel and e-commerce initiatives, our aim is to develop best-in-class mobile shopping and a fully connected in-store and online experience. We launched our website to be an easy, informative and delightful experience for our customer, so we have already begun using R2Net technology across our websites to deliver product leading visualization, try-on and custom design capabilities. In addition, to give a better sense of scale, we are starting to show every products we can on a model. The early results of which is a double-digit increase in conversion. We are being disciplined about improving our on-site research capabilities and modernizing and speeding up checkout pages, all of which we know enhance customer delight. We know that our customers have multiple digital touchpoints before they arrive on our websites and that they usually research online before they then go in to a store. So we are strengthening our capability to track this digital journey. New analytical tools will enable us to maximize our marketing spend by targeting the message not only to the right customers but also at the right time through the right digital platform. Number three, as part of our focus on building a more agile and efficient culture, I’d also like to highlight some important organizational changes we’ve made to drive stronger employee engagement. We have reorganized to increase accountability and focus on results for each of our major North America banners, with a general manager and a dedicated multi-functional team working on Kay, Jared, Zales and Piercing Pagoda. This moves us away from a Zales versus Sterling division structure to a North America structure. Functional leaders and their teams within marketing, store operations and merchandizing will support all banners delivering innovation informed by customer insight, effectively allocating Signet’s resources and ensuring share best practice. This structure is designed to emphasize accountability, enable innovation, strengthen collaboration and accelerate decision making. Along with these organizational changes, we are also placing greater emphasis in our annual incentive plans on topline sales growth within each banner and at the corporate level. Of course in an organization like Signet, where customer interaction happens on the frontline, it is critical that we attract, grow and engage our employees to deliver an extraordinary experience for our customers. We are highly focused on reigniting employee engagement through training and development opportunities, and we are providing a one-time special cash award to non-exempt employees below manager level in fiscal 2019, as we kick off our transformation efforts, as well as a three year transformation incentive program for all employees. The growth drivers I have just discussed will be funded by a more than 200 million net cost reduction program related to strategic sourcing, logistics, information technology spend, third party contracts and corporate expenses. We have spent considerable time evaluating cost reduction plans over the past four months, with the help of several expert consulting teams, and are confident our implementation will deliver these substantial savings. In addition, as part of becoming more agile and efficient, we must optimize our real estate foot print. Our stores are a competitive advantage and billboards for our brands. As such we must reinvent and reinvigorate them to continue to provide a compelling customer experience. Over the next three years, our store footprint must evolve and we are approaching this evolution in a thoughtful manner. Decisions regarding store rationalization will be economically driven, based on the cash financial outlook for each store, the remaining life on leases as well as competitive assessment. In fiscal 2019, we expect to close over 200 stores. Most of the fiscal 2019 store closings will occur after the holiday season. New store openings are expected to be limited and will be focused on already proven off-mall formats and desirable markets. As we move out in to fiscal 2020 and beyond, we will be testing more new store concepts, monitoring sales retention success and being opportunistic with what the real estate market provides in terms of rent reductions or store relocations. We expect overall store count at the end of the transformation plan to be lower than fiscal 2019 year-end levels. Our plan is focused on closing our lowest performing stores. These stores are not losing meaningful operating income, but do not meet our return expectations. We expect a small positive impact on operating profit from closing these stores as well as lower capital expenditures, lower working capital and stronger underlined sales growth. Overtime, we expect our remaining store footprint to be more productive and to drive an overall improvement in return on capital invested for Signet. Strategically, the goal of our real estate transformation is to provide compelling customer experiences, with seamless integration between our stores and our e-commerce platforms, resulting in higher sales productivity per store. Additionally, we are highly focused on sales retention, making sure we maintain customer relationships as we close stores. Approximately three quarters of stores expected to close are within the same mall with another Signet banner and we are currently modelling an approximately 30% sales retention rate. Sales retention is a key objective of our real estate transformation and we have already been testing and learning with new programs to help us increase our sales retention rate. This is a comprehensive transformation plan, and we are confident that the activities we have outlined will move the company in the right direction to deliver sustainable profitable growth. They will take time to fully implement and show up in our financial results. For fiscal 2019, we expect negative same store sales as we continue to work through the credit transition and as our innovation and marketing efforts ramp up. Declining same store sales along with a change to a credit outsourcing model will negatively impact operating profit, somewhat offset by lower interest expenses and a lower share count. We expect to see improved operational and financial performance beginning in fiscal 2020, as our efforts come on fully online. We intend to responsibly manage the business for topline growth, drive efficiency and to reinvest appropriately to position Signet for sustainable long term growth, and we plan to remain highly disciplined to our capital allocation with a majority of free cash flow being returned to shareholders in the form of dividends and share repurchases. Finally, before I turn it over to Michelle, I am very pleased to announce that we have appointed two new members to our Board of Directors, Sharon McCollam and Nancy Reardon. Sharon most recently served as Executive Vice President, Chief Administrative and Chief Financial Officer of Best Buy. She is widely recognized as the co-pilot of Best Buy’s successful renewed turnaround strategy and of having overseen Williams-Sonoma’s operational transformation. Sharon will be a great asset to Signet, as we embark on our own transformation. Nancy brings a wealth of human resources experience and deep knowledge of the retail, consumer and industrial industries. Having led the major organizational and cultural changes at three Fortune 500 companies including the Campbell Soup Company, Nancy is well suited to provide expert oversight to Signet as we execute on our path to brilliance transformation. I am confident that the addition of these outstanding leaders will further strengthen the Board of Directors and enable and support the successful execution of our transformation. I am thrilled to welcome them to the Signet team. And with that I’ll pass the call to Michelle for more details on our financial results and guidance.