Janet Carr
Analyst · Central Square Management
Thanks, Tina. And hello again, everyone. In the 2 short months since our last call, we continue to make significant progress against our strategic initiatives. Before I discuss these initiatives in more depth, let me just review our overarching strategy and the rationale for the actions we're taking. Our assessment of our situation is that we have strong brand equity with Habius and room for improvement with advanced and business customers. Our stores and service are our competitive advantage, in particular with Habius who value the expertise of the store staff, ability to demo tools and machines, and to touch and feel the leather. Habius advanced leather crafters and smaller business customers, collectively we're calling them retail customers, also value the convenience of retail stores and the Tandy store as the hub of the leather crafting community. Stores are a critically important part of our model and we need to fine-tune them for success. Our larger business customers or commercial customers as we're calling them now as a segment have declined over the years. It's been difficult to meet their needs for tailored products, consistent quality, competitive pricing and a professional service model out of our retail stores. These customers have for the most part been left a shop for their wholesale needs off of our retail shelves. As a result, their perceptions of Tandy are less positive than we would like. They think we're great for Habius, but not for professionals and we believe we have lost share to a number of small wholesale focused, but fragmented competitors. As we discussed in March, to address these two different segments of customers, we need two different business models tailored to their needs and economics. The relatively high margin retail customers need to be served with a relatively high touch, high class retail operating model. And a relatively low margin but higher volume commercial customer can be served with a lower cost but better targeted operating model. This is what we've begun to build along with the infrastructures, the processes, the talent, the data, the systems, the how-to as we're calling it, to make it all happen with an optimal economic return. This overarching strategy ties back to the three priorities that we described in November and March: one, re-establish our brand credentials, two, build an emotional and compelling leather crafting retail experience and three, create the right proposition to bring business customers back into the brand. Now let's talk about some of the initiatives that we've begun and how they support the strategy and reflect the priority. The most important is the pricing initiative, what we call Everyday Honest Prices, that we phased in globally over the last six weeks. It simplifies our previously very complex and confusing price tiers, makes our pricing transparent to customers and most importantly makes our prices more competitive for all customers. We heard loud and clear from our customers, especially the highest vendors that our regular retails were too high. And after in depth competitive benchmarking on virtually every skew in our assortment, we agreed. In addition to being trapped in the high-low promotion cycle with customers trained to wait for sales, these high prices and many complex levels of price contributed significantly to a perception that Tandy was ripping customers off. To address all of this, we took a number of integrated actions. We lowered price on virtually every skew in the line. We eliminated the wholesale clubs and the separate prices on every product that we maintain for gold members, elite members, business customers and what we called manufacturing customers. If you've been in our stores, you would have noticed that every price tag had three prices on it, and we have separate prices for business and manufacturing customers. Now we have one clear competitive price at retail with an additional 10% discount for military and first responders and an additional 15% off for business customers. We eliminated the ability of store managers to set price on product in-store, eliminating stores competing against each other and creating fairness and consistency for customers. We launched the commercial division to serve the largest customers with pricing targeted against our wholesale competitors. And we implemented a reseller license agreement to provide a leveled playing field for the resellers and maintain brand and price integrity for Tandy. We launched our new pricing program with a full-on marketing campaign with in-store, direct mail, digital, social and even direct personal outreach to our largest customers. We do expect to see longer term lift in sales and gross margin dollars from the price elasticity alone. And we expect the improvements in positive perceptions of the brand, which we are already seeing in social media, to drive share gains as well. However, it's going to take some time for the full impact of this change to be seen and there may be significant variability in the short run. The longer term goal is to both increase customer spend and to bring lapsed customers back into the brand, especially the higher spenders. We will continue frequent marketing messaging to drive traffic and conversion, but the call to action will evolve from sale: get something cheap right now; to inspiration: we've got just the product you want at great competitive prices. Big promotional events like Black Friday will continue to be a hugely important part of our business. And we will continue to fuel those events with special items bought in at low cost, so we can offer super values. It is still very early days with this initiative and we do expect to learn and evolve over time. We wouldn't do this if we didn't think it would drive real long-term sales and profit growth. But there will be an investment in the short run with a lot of puts and takes as both we and our customers learn from each other and adjust to the new value equation. Our second major initiative since we last spoke in March is the launch of our commercial division. This division is targeting our largest commercial customers, those running real full-time businesses and for whom shopping in retail stores is neither convenient nor economical. Many of these customers need products that we don't currently carry in our retail stores, but can easily and quickly source. They need consistency of supply and quality. They need tailored shipping options, including the ability to use their own shipper accounts or ship to multiple locations. Most importantly, they need competitive commercial pricing, including volume price rates. And while this competitive pricing drives a lower gross margin rate, the margin dollars can be incremental as we expand the business and it operates with a much lower SG&A base. We started with a small team of three with a few more to come in the near term. They're focused on transitioning the larger customers from the retail store relationship to the commercial account representatives. These reps are located in their territories, are deeply knowledgeable about product and the industry, and are taking orders directly from customers. We have a dedicated Operations Manager in Fort Worth who is handling leather selection, order management and sales support. This team has a direct conduit into our product management group, to quickly identify, source and price requested products. This team is also in a startup mode. They started with our current line, priceless, hardware samples and swatch books and our current customer base. But the plan is to use this only as a starting point and to be ready to evolve all aspects of the offering as we learn what customers need, what competitors are doing, and what it takes to bring new or last customers back into the brand and how the economics play out. So far, the feedback from these customers, both old and new, has been overwhelmingly positive. Now that we have the basics down, our highest priority for this team is to get more qualified commercial account representatives hired. So while the pricing and commercial are the two biggest initiatives that we've launched in the last two months, we have a lot of other things going on as well and I'll touch on a few that are likely of interest to you. As we discussed in March, we are rigorously evaluating the 4-wall cash flow performance of stores as a key factor in shaping our fleet. We finalized the closure of 3 stores in Q1: Australia, Fort Wayne, Indiana and Irving, Texas. While we have incurred some onetime operating expenses related to the closures, we have retained a better-than-expected portion of sales from those stores in our other stores, as we implemented a targeted marketing program designed specifically to drive retention. When we can retain at least 30% of the gross margin dollars while eliminating all of the unproductive operating costs, we can improve the long-term operating income run rate. We have also announced that our Manchester, U.K. store will close in mid-June. Its high rent and operating costs were a long-term limitation to its ability to get to positive cash flow. The U.K. will now be served like Australia, through the web and fulfilled from our warehouse in the U.S. The other area of focus is inside the four-walls of our stores, inventory. As Tina mentioned, our inventory declined by $3.3 million from December 31. We achieved this through a combination of factors: selling through some of the discontinued and obsolete inventory that we wrote down in Q4 and giving more control of replenishment to store managers, along with a bonus target based on inventory turns. But the longer term opportunity with inventory requires that we build some foundational merchandise planning capabilities. In March, I told you that we needed to understand and forecast demand in season selling, price and promotion responsiveness and sell-through to manage and plan buys, receipt flow and finally, optimal inventory levels. When we have these tools and capabilities in place, we will be able to more deliberately manage our inventory to the right levels. To do all of this, we need to evaluate our product development, merchandising, merchandise planning, sourcing and in-house manufacturing capabilities, and determine where to invest and where to divest. We've made progress on two fronts. First, we reduced our factory workforce by 75% with very significant inventory positions in most of the products produced in our factory. And as we are evaluating lower cost outsourced options, it became clear that we could not support the factory staff at those levels. We're making some tough decisions to put us back on the path to growth. And on the second front, we now have a senior leader overseeing the merchandising and commercial functions. In the time that she has been on the team, she has already brought a disciplined analytical approach to product category management, product lifecycle, open to buy, promotion and of course inventory. This role is critically important in helping us achieve our strategic and financial goals. With our senior team now close to complete and with a clear customer facing strategy, with significant progress on key initiatives, we are well on our way to rebuilding the foundation for longer term earnings growth. As we keep repeating, in case anyone missed it, 2019 is a year of investment in repositioning the brand in the market and building foundational business processes and infrastructure, and in our talent and capabilities. We have a lot of very strong assets to work with to put the brand on the path to sustainable growth and we are committed to having the patience to get there. Now, your questions.