Michael Nauman
Analyst · George Staphos with Bank of America Merrill Lynch. Please proceed
Absolutely, so let’s start with the catalog one, because I think, this is critically important, a couple of years ago, prior to my arrival, a decision was made to instantly switch from catalogs to digital and that was actually implemented North America. The problem with that was our customer base wasn’t going to instantly switch. And in fact, we remain strong in catalogs for years to come based on demographic issues. We also weren’t prepared even if the customers were prepared for that digital switch you can’t just announce that you’re going to put all your money into digital and hope the customers will come to sites that are not geared around quicken expeditious, and proper purchasing requirements. If we fast forward to two years, so what we did a year plus ago was restore all the catalog efforts we just did it holistically, because to be able to determine the most efficient effective way to distribute those catalogs at that point would have been highly risky. In the meantime, if you move forward another year we’ve been carefully beta testing and analyzing how we distribute our catalogs, so that we can reduce from what had been an elevated level of catalogs, because we went back to wholesale to make sure we closed the gap totally to an efficient and effective use of our catalog. So we have absolutely not done this in a manner to say we’re switching to digital, instead we’ve done this in a manner to say, if you treat the catalog business as a catalog business, as a standalone effort, you need to make sure that you’re sending the catalogs to the people who will actually use them and use them effectively, and that’s what we’ve been doing over these last period. And it’s actually paid off tremendously for us. Hopefully that helps. Now, as far as the second half of your question the digital growth, although we don’t provide specific numbers, we did talk to you about the double-digit increases, we’re seeing tremendous improvements in that area, I’m very actually proud of our sites. One of our first sites to go over, I’d like to let people know about its www.emedco.com, if you take a look at that site, short of filling in your personal data and your credit card number, you can literally find and procure and buy a product in less than 10 seconds. That is 180 degrees of what you are able to do just a year ago. And we’re not only doing that, we’re doing that in a variety of other sites www.seton.com we introduced this quarter those are major revenue producers for us as we continue to develop those sites, we’re going to continue to see significant growth. We’re not making a particular projection at this point, but as we’ve said we’ve seen double-digit growth on those sites.