Julien Mininberg
Management
Yes, thanks. Online is very dynamic for everybody in the industry. It's big topic, a big shift in retail and it's very fast-changing -- so -- us as well. We were always focused on it, but in the last two or three years, our strategy has gone beyond just the obvious of the biggest retailers or e-tailers online to now the dot-coms of the others, who have woken up in the last three or four years and really put the pedal to the metal. So our broad strategy with customers is to win with winning customers beyond Amazon, which is clearly a winning customer online. Other dot-coms are increasingly getting woke, as the millennials say, and that waking up has prompted us to put a fair amount of money into the channel, lots of content that's where most of that money is going, hundreds of videos in the last 12 months on OXO alone were created and put online. PUR, its advertising is substantial, and all of it is digital on the demand creation side as opposed to the competing for the buy box. And in the bottom of that funnel, where the competition for the buy box is pretty epic these days, we've become very, very scrappy, and that scrappiness has helped us secure those sales and deal with a lot of promotional activities from some cheap knockoff-type of products. There is some still presence of counterfeit online, and we've been pretty aggressive on that subject as well, both with our customers and enforcement actions. And then lastly, the caliber of our people in the organization -- we've raised that bar three and four times and brought in some exceptional young people over the last three or four years that are just kicking it online, and the result is the numbers that you're seeing. That said, it's a highway where there is no speed limit. So if we're going 90 miles an hour, I'm sure there's somebody else going 100, but we're picking up share in a bunch of places. I'd remind this group that last call, we showed the three NPD awards that we received for fastest online market share growth, two of them were in OXO's categories and one was for Hydro Flask in portable beverage. So we know we're picking up share in some of those categories. In others where we ourselves measure it, we see ups and downs because of that scrappy buy box thing. So online is great strength, and we're very proud of the progress we've made. If you look back three or four years ago to your question about last couple of years, the percentage of online sales for this company was in the 6%, 6.5% range. Today, it's in the teens, mid-teens, and we sure like that, and we are able to anniversary the growth with the 30% that you saw in the quarter we just reported.