Michelle Gass
Analyst · Telsey Advisory Group. Your line is open.
Yes. No, absolutely. So Dana, I'll take that one. We think about the market share opportunities both from a short-term standpoint and a long-term standpoint. I think from the very short-term, as you know, there are literally thousands of stores that unfortunately have faced some pretty dire consequences and that are facing closures. And we have a playbook that we've used in the past at a very localized level to go after those customers, new customer acquisition and go after that market share. So, we've begun to deploy that strategy for us. And we know down to the zip code level what that overlap is. And often these stores are in close proximity, we use geo targeting specifically and personalized marketing to go after these customers. So that is a notion. And we will take full advantage over the short to medium-term. And then you know over the long-term, it really is going back to us differentiating ourselves from others. And so it speaks to some of the comments we made earlier around being an agile and well-disciplined operator, how we continue to maintain a very strong financial position so we can invest. It's building on our strong foundation, the investments we've made in omni-channel, our convenient store base, our really balanced portfolio of national and private brands. Even in this environment, we're introducing new brands. We have a pipeline of new brands coming to both continue to excite our existing customers and new customers. And then lastly, we're taking the opportunity with COVID to further evolve our strategies. So, what will be this new normal and we expect there's going to be a long-tail and some permanent shifts, so Active and Casual lifestyle leaning really into that, enhancing the experience in our stores. So while safety has been paramount and we expect that will be continuing for some time. We're also taking advantage of just making the overall experience in the store easier and better to shop, so wider aisles, reduced fixtures, greater depth, as I mentioned. And then value, we didn't talk about it much in this conversation. But we're really excited to launch our new loyalty program, which has been in pilot for the last couple years. It's a very important launch for us because we're starting from strength. We have 30 million members. So we want to make sure that what we put out there is accretive to what we do today, and the data has been very positive. So, I think again, the acute go after the market share and the local neighborhood, as well as play our differentiation opportunity, I think we're really set up to capture what will be billions of dollars market share opportunity in the future.