Harvey Kanter
Analyst · Craig-Hallum Capital Markets Group. Your line is now open.
Yeah. It's a great question. And there's three or four different elements there that I'll try to unpack for you. First and foremost, the reality is the loyalty program is something that's really important to us. We believe that if we can successfully communicate the value of the program, that he will or she will shop more regularly with us because they'll appreciate that. And the value of the program specifically is performing best with our best customers. It's probably not a surprise, but they understand that value. They shop more frequently. They are more engaged with their purchases. And they recognize one of the critical elements is literally, our loyalty certificates are like currency. It's like greenbacks for lack of a better way to say it. They can come in and use them like dollars, there's no exclusion, they can buy anything and any brand that we offer. Unlike a coupon, where we are using coupon selectively to manage inventory and the file, which we've spoken about before. But any time we do that, it's to our actual internal file and there are limitations and exclusions such that they can't use it on most of the national brands because we're just not discounting those brands. And as a result of that, our best customers utilizing them the most, where they understand the program and the efficacy of the program for them. And in opening kind of price points, if you will, and opening customers, bronze and silver versus gold and platinum, they don't yet understand that. So the third element, I would say, is that we spoke about in my prepared remarks that our challenge is to evolve the consumers' understanding of the program and the inherent value in being not just a member but utilizing the certificate. And unlike a discount for us, if they come in with a certificate, whether it's $15 or $30 or even $45, our average ticket is well above that. And we know that if they use the certificate, they will end up spending close to our average ticket, and we will win at a lower level of, if you will, discount, which is when the day is done, the actual $15 certificate is a discount from the product price, but it's not discounted as a pure discount, it's discounted with the ability to use it as currency. So, we still look at it as a really meaningful opportunity for us, one we continue to work really hard. It's only a year old and really hard to creating the communication and understanding of the benefits of the program. Over time, we think it will ultimately be a big win for us. But like anything else, it's new to the consumer, it's uniquely different than it was a year ago.