Janet Carr
Analyst · Central Square Management. Your line is open
Thanks, Tina. And hello, everyone. In November, I told you that it had been an exciting first five weeks, and now, I’m here to tell you that the excitement has not worn off in the first five months. I continued the Tandy emerging process by spending time in our tool and hardware factories in Taiwan, in our tanneries in Mexico and in our retail stores around the country. I’ve had regular town hall meetings with two-way conversations with all our employees, numerous meetings with all of our store managers as we work through an evolution of our approach to retail. And I’m rebuilding relationships with many former Tandy employees and friends of Tandy. And perhaps most importantly, I’ve been listening intently to our consumers, in qualitative and quantitative consumer research that we’ve conducted, in stores and shows, through social media and through the many direct ways that our customers reach out to me. From this emersion, there’s some insights that I’d like to share with you. Our brand is strong, especially with the hobbyist leather-crafting community. Net promoter scores and brand trust levels are among the highest I’ve ever seen for any brand in any category. We get high marks for the convenience and excellent customer service of our stores and our leather crafting expertise. The Tandy store as the hub of local leather-crafting communities has emerged as an important strength, and the insight of firms are planned to create a compelling and engaging retail environment. And while we do a good job meeting the product needs of our core customers, we have opportunities to broaden our range and improve our overall value equation, especially among the more expert leather crafters. It’s also clear from this emersion that we have significant opportunity to drive growth with our Wholesale or business customers, a segment that has been declining in recent years. Net promoter scores and brand trust are still relatively strong among this segment, but there is room for improvement, and they need more of the right product assortment, more consistent quality and better value from us. These insights align well with the three priorities for the business that we outlined when we spoke – last spoke back in November. They were, one, establish our brand credentials; two, build an emotional and compelling leather crafting retail experience; and three, create the right proposition to bring our business customers back into the brand. We also talked then about our need to build the operating model that supports these priorities, that is how we organize, how we deliver this proposition to our consumers, and how we get the work done. So let me give you a quick update on some of the many things that we’ve accomplished in five short months that support these priorities. I’m going to start with the retail environment. We have begun the process of transforming our retail experience to be more compelling and engaging. Store managers were previously required to leave their stores several days per week to call on outside business accounts, in addition to managing their retail stores. Their jobs have now changed to refocus them to inside the store, to provide better customer service, leather crafting expertise and product knowledge, and training and development of our sales associates. We have changed their base compensation to reflect the cost of living in their locations and their individual performance, with bonus based on sales, labor cost and inventory, the most important drivers of overall cash flow that store managers can control. A formalized training program for all store employees that will focus on leather crafting, product knowledge and selling skills will roll out later this year. To support this new retail focus for our retail stores, we’ve evolved our district manager program to new zone managers. Zone managers will be our retail gurus, focused on recruiting, training, coaching store managers in their new roles, supporting the new training program and other initiatives and bringing a new level of financial rigor to our field team. They will have responsibility for more stores than the district managers, and we, therefore, need fewer of them, going from 12 district managers to eight zone managers in North America. More importantly, they now have a seat at the table, participating in discussion of key initiatives, providing the voice of the stores and the customers, and taking real accountability for driving change. To lead our retail division, we have replaced two regional managers in the U.S. with one excellent long-time Tandy retail leader to be the head of our global retail organization. Reduction of overall headcount in retail allowed us to invest in some other areas of the business. We have also evolved our thinking on our retail fleet. We will be managing the existing retail stores for four-walled cash flow. Those that are now and will be cash flow negative for the foreseeable future or those trending towards negative with lease expirations in the next 12 months will be closed upon lease expiration, with particular attention paid to those that maybe cannibalizing other cash flow positive locations. In addition, we’ve identified a number of other locations with low to negative cash flow with longer lease terms that we may also exit if we can negotiate an NPV-positive deal. We estimate that there could be an additional four to six stores closed in 2019. And it goes without saying that we will be implementing tailored performance improvement plans for all stores that are not meeting our expectations. We are continuing to build both our analytical and logical model for retail store success and believe that there is opportunity to open profitable, cash flow positive retail locations. We will be prepared to share more with you on the longer-term growth opportunity later in the year after we get through a number of other initiatives. To address bringing our Wholesale business customers back into the brand, we have now formed the commercial division. It’s a small startup that will be focused entirely on serving our larger business customers, those who are best served with outside sales reps, with shipments directly from our warehouse and who want to buy a larger and the right quantity, like leather by the square foot rather than by the piece, dyes in gallons rather than ounces. We have seated this small working team with some great talented internal employees and at least one from a key competitor. They will start with our existing largest customers to inform and build out the right go-to-market strategy, product offering, pricing, shipping options, order taking and sales process. As we get the model right, we will accelerate business development with new medium and large manufacturers and broaden to other industries. National accounts like the big chains, global youth organizations, military and other institutions are all opportunities that we’re addressing today only with local store managers. In addition to getting the product offering and pricing right, the key to success here is releasing this division from the limitations of the retail stores. Why is separating and focusing the retail and commercial divisions so important? In addition to allowing us to tailor the brand and customer proposition to the different needs of each customer segment, it also aligns our costs to our margins. A relatively expensive retail operating model needs to be serving relatively high gross margin retail customers. Our relatively lower gross margin wholesale customers need a low-cost operating model that allows us to offer them competitive pricing, while still delivering an optimum economic return. Key to success in both our retail and commercial divisions will be a number of customer-facing initiatives that we will be rolling out over the coming months that are all designed to both deliver the business and to grow our brand equity over time. Many of these initiatives are rooted in our value proposition. What customers get in products, service, convenience, brand affinity in exchange for what price? I mentioned product assortment pricing and value throughout this call today. We are evaluating and investing in our product development, merchandising, merchandise planning, sourcing, and in-house manufacturing capabilities to allow us to offer the right product to customers at the right price. Understanding and forecasting demand, in-season selling, pricing promotion responsiveness and sell-through will allow us to manage and plan buys, receipt flow, and most importantly, inventory. We know that our inventory levels are too high, and while we we’ve made some progress in 2018 compared to 2017, even before the inventory write-off, we need these basic merchandise planning skills to be able to turn our inventory faster without [Audio Gap]