Douglas Scovanner
Analyst · John Zolidis with Buckingham Research
You need to segregate the analysis between the 2, but in either case, the assertion that you've heard is just not true. In the case of 5% Rewards, the mix of sales driven at the margin, in other words, the incremental sales mix, is only slightly different from the sales mix of our base business before 5% Rewards. In the quarter, that mix issue regarding 5% Rewards had a trivial impact on our aggregate gross margin rate. In the aggregate, gross margin rate was down between 80 and 90 basis points. And the mix issue related to 5% Rewards was a low-single-digit number of basis points of that 80 to 90 basis point change. So with respect to 5% Rewards, totally off-the-mark. With respect to PFresh, we have acknowledged many, many times that the sales mix on the incremental sales at the moment is very heavily skewed toward lower-margin merchandise in the store, but that is right in line with our expectations, not different from our expectations. There, there certainly is a sales mix issue. It is exactly the one that we expected. Net-net, taking everything into account, the gross margin rate on the incremental sales, the incremental expenses and so forth, PFresh continues to deliver aggregate profitability right in line with our original expectations. So the 2 programs do behave very differently. In total, if you look at the gross margin rate change for the quarter, the significant majority of the rate change is attributable to these 2 programs. Let's call it 50 to 60 basis points of the aggregate 80 to 90 total. The 50 to 60 is the impact that we would expect these 2 programs to have going forward. The residual amount, unexplained by these 2 programs in the quarter, having a lot to do with last year's base, by the way, is a little bit of residual mix, adverse mix unrelated to these 2 programs and net, a small amount of gross margin rate change, adverse gross margin rate change, gross margin rate decline due to things other than 5% Rewards and other than PFresh.