Robert Gfeller
Analyst · Stifel, Nicolaus
Thanks, Robert, and good morning, everyone. During my time today, I will provide some detail around our fourth quarter performance to help give you a sense of the opportunities we leveraged, and how we drove the business through our strategies and actions. I will also provide an update on the progress we're making on the initiatives we shared with you during our Analyst and Investor Conference in December: value improvement, product differentiation and creating the foundation for a more seamless and simple customer experience.
So first, on the fourth quarter. Our approach was to start stronger than last year by driving excitement throughout November, leading to the key Black Friday and Cyber Monday events in select products like tools, holiday decorations and appliances. We wanted the customer to see Lowe's as a destination for compelling values and groundbreaking product innovations, and we successfully drove strong comp sales performance in these categories. One innovative and exclusive product we featured was the new Kobalt double-drive screwdriver, which delivered 35% higher sales than last year's featured item and at a higher margin rate. Another example of innovation that worked in the fourth quarter was LED decorative Christmas lights, where we enhanced our assortment to meet customer demand for more durable lighting. The customer is willing to spend more for the energy savings and longer life, and we are capitalizing on this same value proposition to drive strong comps within the interior light bulb category as consumers are quickly transitioning to longer-life LED bulbs.
Within appliances, we more heavily invested in inventory this year to support our aggressive approach to the holiday season. We capitalized on our broad assortment of major appliances from key national brand partners and drove double-digit comps in the month of November, and comps for the quarter trended with the company average.
Compelling values in flooring throughout the quarter drove comp sales at the company average as well. We featured a competitive $397 whole-house laminate flooring installation program, and we also drove increases in ceramic tile sales with our investment in job lawn inventory in the third quarter, very sharp item pricing and product innovations.
Likewise, as customers in the north and south continued to repair damage after Hurricane Irene, we were prepared for strong sales of roofing, lumber and other core categories with contractor-backed pricing and job-locked quantities. For the fourth quarter, we delivered double-digit comp sales in lumber, building materials and builders' hardware.
Additionally, throughout the quarter, but particularly important during the Black Friday and Cyber Monday events, we used a high number of available SKUs and our investment in an enhanced online experience to drive sales. Supporting our online selection, our enhanced Flexible Fulfillment capabilities allowed us to say yes to customers more often.
Given uncertainties surrounding the competitive environment in the fourth quarter, we forecasted a flat to 1% comp. This level of growth was similar to third quarter results and actually implied a slight improvement on a multiyear basis. In fact, we successfully executed our plans and drove significantly higher comps than forecasted in tools, appliances, building materials, lumber, flooring, fashion electrical, paint and nursery. Our Commercial business also outperformed the total company in the fourth quarter and fiscal year, driven by our programs targeted to commercial customers, including contractor packs, government sales and Commercial Account Specialists.
Notably, we estimate that we drove roughly 150 basis points of comp growth by responding effectively to the unseasonably warm weather experienced across the country. This weather spurred strong demand in products used in outdoor projects such as fencing, paint, builders' hardware and outdoor lighting. Enough, in fact, to overcome unfavorable impacts in cold weather products including seasonal heating, ice melt and snow blowers.
We also continued to drive comp sales through our 5%-off everyday offer on Lowe's private-label credit card purchases, which were introduced last year. This value proposition was our first step toward reemphasizing Everyday Low Prices.
One last comment about our fourth quarter performance. As noted during the third quarter call, inventory had increased 5% over the prior year due to holiday inventory builds and more aggressive preparation for winter storms and the expansion of some product lines. We successfully sold through the majority of the holiday merchandise, and we finished 2011 with better-than-expected inventory levels.
Now I'd like to update you on the progress we are making with some of the other initiatives we shared with you during our Analyst and Investor Conference, including value improvement, product differentiation and creating the foundation for a more seamless and simple customer experience. Value improvement is focused on ensuring everyday low pricing built on a foundation of everyday low cost and tailored market assorting. This foundation requires us to simplify our agreements with vendors, obtain their best cost the first time they quote us and better determine the SKUs to carry in each and every market we serve. The heavy lifting of value improvement occurs during the line review process, which we have enhanced to provide more analysis upfront to assist our merchants in selecting the products we will carry and driving to the lowest first-cost from vendors. Additionally, within these line reviews, we continue to refine the mix of private brands for each category, providing us another means to generate value and simplify the shopping experience for customers.
At the end of fiscal 2011, we had completed 8% of the product line reviews as planned. We are pleased with the progress we have made, and for the products covered in those reviews, we have seen reductions in cost and SKUs per store while increasing SKUs to be made available online. Our teams are adjusting to the accelerated line review process and effectively using the new tools for better analysis. We completed this work -- when completed, this work will get the right products in the right market at the right cost, allowing us to compete at the right price in an increasingly price-transparent market.
In addition, some of these savings from SKU reduction will be reinvested into more inventory depth of our best-selling items.
Not surprisingly, our vendors have experienced a greater level of stress from this process. Most say it's tough but fair, and they have better visibility to the decision criteria for winning or losing business. We have established a vendor advisory council to provide a forum to hear vendor concerns and address them effectively. Our goal is to be their best business partner in the home improvement industry and to reduce our cost and theirs for promotions, resets and other allowances.
We expect to finish line reviews representing over half of our sales volume in the first half of the year and for nearly all of our product lines by the end of 2012. As we move into the second half of 2012, our customers and employees will see the in-store and online execution of a majority of these product line reviews, which will allow us to begin benefiting from the hard work done during the prior months. These benefits will carry on into 2013.
As for private brands, we ended 2011 with over 16% private branded sales penetration. For the products already covered in the new line review process, we have increased private branded penetration in most categories, and we expect to finish 2012 with at least 17% penetration. That said, we remain committed to supporting meaningful national brands in all categories where our customers believe that they provide great quality and value.
With that understanding, here is the performance benefit we expect to harvest in 2012 from our value improvement efforts. First, being priced competitively every day, carrying the best selection of SKUs for each market and enhancing our private branded offerings is expected to drive close rates and comp growth. We are closely monitoring quarterly pricing metrics to assess how customers perceive our value proposition, and we are pleased with our progress to date.
Further, as the reductions to unit cost flow through our cost of goods sold and as we continue to increase our mix of higher-margin private branded products, we should start to overcome the gross margin friction associated with our return to Everyday Low Pricing by the middle of the year, and actually experience margin rate benefit from our value improvement efforts for the full year.
Finally, through SKU reduction, we expect to reduce our inventory by roughly $400 million by the end of the year. Next, I'd like to discuss our progress on product differentiation, which will firmly establish Lowe's as the place to find the newest and most relevant products for home improvement. We're working more closely than ever with our vendor partners on new product development and new display techniques.
During the fourth quarter, we completed resetting roughly 500 stores with the reconfigured customer service desks, end caps, drop zones and new lower racking we shared with some of you during our store tour at the December Analyst and Investor Conference. These resets highlight innovation, value, national and private brands and creative idea solutions. The initial read on performance has been positive with success across all areas we reset.
Now moving forward, we will reset over 900 additional stores in 2012 with the elements that work best in each market. We are using our learnings from the previously reset stores to tweak the concept and maximize our return on investment. We embarked on these resets based on customer feedback and we will continue to survey customers to measure their perceptions of Lowe's' uniqueness and new product vitality. And by improving on these attributes, we expect these resets to drive more repeat traffic to our stores, ultimately driving comp growth.
Finally, I'd like to cover the benefits we expect in 2012 from our foundational efforts supporting the more seamless and simple customer experience that Robert covered with you earlier. We expect MyLowe's to consolidate spend into Lowe's that is currently spread across many competitors. While we are building momentum in developing deeper relationships with our customers, this consolidation of spend will be longer term in nature. So we do not expect a material sales benefit from MyLowe's in 2012.
On the other hand, we expect many of our other foundational efforts to help us close more sales in 2012. For instance, first, we will more immediately provide the information a customer is looking for through iPhone technology in the aisles, Wi-Fi access and enhanced visual aids throughout the store. Second, we will provide enhanced product availability through an endless aisle of products on lowes.com, which can be fulfilled quickly and efficiently. Third, new on-site selling solutions will assist our Project Specialists and Commercial Account Specialists in closing sales at the customers' home or workplace. And finally, we will further leverage our new contact center capabilities. Customers can now call us for product information, product service assistance, project troubleshooting and to actually make purchases over the phone.
I am proud of the progress we are making to drive these initiatives and excited about our ability to create differentiated customer experience. Thanks for your interest in Lowe's. Bob?