Gina Drosos
Analyst · Nomura Instinet. Please go ahead
Thank you Randi. Good morning everyone and thank you for joining today's call. To begin, I would like to thank all of our team members for their passion in helping each and every one of our customers celebrate life and express love and for leading bravely as we accelerate Signet's transformation plan. In my remarks today, I will first discuss the progress of our transformation and our priorities for fiscal 2020. Then I will wrap up my comments with our financial guidance, cash flow and capital allocation. In fiscal 2019, we launched a three-year comprehensive transformation plan, Signet's Path to Brilliance to reposition the company to be the omnichannel jewelry category leader. The goal of our transformation plan is to drive sustained growth by delivering inspiring products and ideal online and in-store shopping experiences to our customers, funding for the improvements we need in systems capabilities, product and stores comes from driving out costs that customers don't see to invest in what they care about. This transformation will be a multi-year journey that we believe will position the company to drive long-term sustainable, profitable sales growth and create value for shareholders. Over the last few months, we have performed a detailed review of our fiscal 2019 performance and the foundational capabilities developed in year one of Path to Brilliance. Additionally, we have restructured parts of the organization and made leadership changes aimed to position us for success. It's clear that though we believe Path to Brilliance is the right strategy, we must move faster and more aggressively to achieve our goals. The learnings from this last year have been incorporated into our forward plans to improve both execution and financial performance. Year two of Path to Brilliance will build on the foundational capabilities developed during year one while accelerating growth initiatives to drive customer relevance, aggressively addressing our cost structure and bolstering our balance sheet. We have plans under each of our strategic pillars of customer first, omnichannel and culture of agility and efficiency to change the trajectory of our same-store sales, stabilize and expand margins and improve our cash generation as we progress through our transformation. Beginning with same-store sales. Everything we do at Signet will continue to be focused on driving and inspiring full-service seamlessly connected customer experience. Our fiscal 2020 plans include improved product assortment and differentiation, upgrading our websites and mobile platforms to deliver double-digit e-commerce growth through a better customer experience and expanding our services businesses. We have made significant progress understanding the key customer journeys of bridal, gifting, self purchase and repair, which allows us to tailor new product, marketing and promotional strategies based on why and how customers are engaging with us. In product, our strategy involves building bigger iconic and inspirational flagship brands offering a highly competitive assortment for value-oriented shoppers during holiday periods and making Signet a leader in on-trend product. This will be a multiyear journey with fiscal 2020 expected to continue to see some headwinds from legacy brands which we expect to begin to ease as we move through the year. Jamie Singleton, who has led our Zales and Peoples banners has recently added Kay to her responsibilities. Jamie has a strong merchandising background and track record of driving growth and together with our new chief merchant who started last spring, I am confident their expertise will help us deliver an inspirational customer focused product assortment that is differentiated by banner. In bridal, we intend to innovate and grow our flagship brands, Neil Lane, Vera Wang Love and Disney Enchanted, build on fiscal 2019 wins in fancy shapes and color and continuously upgrade our assortment with fresh designs. We have built new capabilities to enhance our innovative product development and testing to better qualify customer inspired ideas. Flowing from this, we plan to expand and grow our in-house designed Love + Be Loved collection beginning at Mother's Day, expand testing of several new collections of flagships and fashion lines to impact holiday and will launch new anniversary and gifting products later in the year to help replace Ever Us, as it nears the end of its lifecycle. This will start to result in a competitive and differentiated product assortment that is more exclusive to Signet, which will improve customer relevance. We will also build on our fiscal 2019 success in gold with a pipeline of new on-trend core assortments. Turning to marketing. We plan to transform our marketing model in fiscal 2020 by rebalancing the timing and mix of our media investments, leveraging a more personalized journey-based approach and modernizing our content and messaging. In fact, fiscal 2020 will be the first year that Signet spends more on digital and social marketing than on television advertising. Building on successful always-on bridal tests at Kay, we plan to grow our share of gifting occasions with a targeted focus on special occasion milestones like birthdays and anniversaries. We will also aim to significantly improve the effectiveness of our creative campaigns building on the banner differentiation work launched in fiscal 2019. Within the past year, we have brought on new creative agencies for every North America banner, as well as a new data savvy media buying agency. Together, we are evolving our campaigns with more sophisticated journey-specific content and leveraging our competitive advantage in jewelry category data analytics to more efficiently target our spend. Building a best-in-class mobile experience and driving digital innovation as we progress on our Path to Brilliance is another key component to improve our same-store sales trends. We delivered mid-teens growth in e-commerce in North America in fiscal 2019, driven by investments in design your own customization tools. increasing the number of high quality proprietary 360-degree images and personalization and curation initiatives. In fiscal 2020, we are substantially increasing our investment in platform and mobile technology. We plan to convert Kay and Jared to the Hybris platform, a significantly more contemporary dynamic platform already in use on Zales, which enables better customer experience through faster speeds, higher quality images and improved curated search. In addition to leveraging learnings from the Zales implementation, the Kay and Jared transition is expected to be much less complex than Zales' Hybris implementation, because it is only a change in technology platform. We expect the platform change to be in place by the end of Q3, ahead of holiday. Additionally, we are continuing to build best-in-class customization capability, including the launch of a new Vera Wang Love tool at Zales.com and enhancements to make our current design your own programs more mobile-friendly. Mobile experience investments will include faster load speeds, search and browse functionality and personalized curated product pages. We believe that these changes set us up for driving higher traffic and creating a much stronger online experience. Another important aspect of improving our long-term sales performance is services. We plan to increase competitive advantage by using our full-service jeweler capabilities to drive traffic and create higher frequency relationships with our customers. We are continuing to develop new tools and tracking technology for our repair business and expect to begin marketing our repair expertise to customers later this year. We will also leverage our Piercing Pagoda expertise to begin testing piercing in several Kay stores in the second half of fiscal 2020. We expect services to be a meaningful revenue driver for Signet over time and a small contributor to sales growth in fiscal 2020 as we learn and scale our efforts. Turning to margins. A key component of our Path to Brilliance plan is reducing costs customers do not see or care about to fund growth initiatives and improve our profit margins. In fiscal 2020, we expect to generate higher gross cost savings to fund increased investment in omnichannel and innovation, resulting in net cost savings of $60 million to 70 million. These include direct and indirect procurement savings, workforce reductions, consolidation of facilities and a lower corporate cost. We continue to optimize real estate working toward a portfolio of fewer better stores that deliver a fully connected, omnichannel journey that delights our customers and generates higher financial contribution. By the end of fiscal 2020, we expect we will have reduced our store base by 13% over a three-year period, materially reduced our exposure to lower grade malls and simplified our portfolio by exiting most of our regional banners. We expect overall store count at the end of the transformation plan to be lower than fiscal 2020 year-end levels. As the store footprint is strategically reduced and repositioned, we believe we can increase productivity and make more focused, impactful investments in compelling, digitally enabled new store designs as well as targeted store experience updates across the portfolio. In addition to our sales growth initiatives, cost savings and real estate efforts, we expect to drive operating margin expansion through adding more differentiated exclusive merchandise, modernizing and simplifying IT systems and generating a greater mix of higher margin service revenue. Moving on to cash generation. Our fiscal 2019 adjusted free cash flow was below prior year trends, driven by lower operating income and primarily due to higher levels of inventory. In fiscal 2020, we expect to improve our cash generation and are highly focused on lowering our inventory levels as we work through legacy product and implement a more enhanced planning process under our new leadership. We also expect our capital expenditures to reflect lower investments in new stores as we rationalize our physical store footprint somewhat offset by continuing investment in IT to support e-commerce and systems upgrades. And now, I will briefly discuss our fiscal 2020 financial guidance. We expect same-store sales to be flat to down 2.5%, non-GAAP operating income of $260 million to $300 million and a lower non-GAAP EPS versus fiscal 2019, primarily due to a significantly higher tax rate in fiscal 2020. While we expect to make bolder and faster progress on our Path to Brilliance initiatives in fiscal 2020, some headwinds remain. We face a very competitive retail landscape, an uncertain macroeconomic and political environment in our U.K. market, continuing pressure from the implementation of sales tax across several additional states for our James Allen online banner and some margin pressure related to the need to clear excess inventory. However, we remain favorably positioned as the largest specialty fine jewelry retailer. We have seen some signs of improvement in our mall-based banners and we expect more transformation initiatives to take hold in fiscal 2020. I will now wrap up my comments with some thoughts on capital allocation. We are committed to building a more durable balance sheet to support our growth priorities for the business and continue to return cash to shareholders. In fiscal 2020, we are maintaining our current quarterly dividend per share of $0.37. Our fiscal 2020 guidance does not embed any share repurchases as we intend to build cash on our balance sheet. We now expect our leverage ratio to reach approximately 3.5 times by the end of fiscal 2021. In closing, as I look back at fiscal 2019, we made meaningful progress improving our capabilities and laying the foundation to change the trajectory of our operational and financial performance. Our transformation remains a multiyear journey to bring new customers into our stores and keep them engaged with us, improve our profitability and invest in short and long-term strategic initiatives. Our team is highly engaged and work is well underway to move us along the path to sustainable profitable growth and improving shareholder value. I will now turn the call over to Michele.