Gary Friedman
Analyst · Goldman Sachs
Yes. Well, the – some of the early feedback was people were confused by the Grey Card. Originally, we called it the Grey Card with a major marketing effort. And we got feedback from customers and throughout our stores and in our care centers that some customers thought it was a credit card offer. So we repositioned that as RH members program as opposed to the RH Grey Card and tried to eliminate the confusion and we are making tweaks here and there. But the numbers and the sign-ups and the percent of the business we are doing all is tracking really within a few percent of where we thought it would be. So I am honestly surprised it’s accurate, we are. But it was all math, right. And one thing I would say and because I think people are somewhat confused, a lot of people think like we are eliminating promotions. Well, we are, but we really just created a consistent promotion, right. The membership was two. The gold membership was to eliminate the peaks and valleys in our business, which really create a havoc in the operational infrastructure. And the vendors trying to supply the goods with these peaks and valleys, ordering the goods correctly, it’s really chaotic running a business on what evolved to post 2008 and 2009, a very promotional retail environment. And yes, probably not as difficult if you are in the apparel business, right, but we are a really logistically difficult business like furniture. It’s very costly and it affects execution. So our goal was really to evolve the business to a more consistent model. And so really, we kind of went from an erratic peak and valley kind of promotional cadence to a consistent promotional cadence called membership, right. So there are a lot of people that brought up to me over time, well gosh, the last person the try this was JCPenney, decimated the business. And I said, well, we are not going off promotion. We are 25% off all the time. You give us $100, but you are getting a bigger promotion than a year ago. So – but the real key here is, is letting – the shift of the book drops is creating, I think the most un-clarity around our business, right. I mean, the books are the major marketing vehicle for our business. And shipping the books by six months changes a lot. So we have really got to let the books get in here at the end of Q3, into Q4, watch the business and the trends. Then we will have the second drop. We will have Modern hit in Q1. And we – when we look at how we think the business will sequentially build and the changes we articulated in the video and in the press release. We like the model we see in 2017 today.