Richard M. Brooks
Analyst · Jennifer Black & Associates.
All right, I'd be glad to do that, Carla, and give you some sense of where we're at. So it's been a, I would tell you, a good first year for us with Stash. The -- again, as I said, the primary emphasis has been on acquiring members in the program. And as you know, we're trying to do something fairly unique here, brand appropriate for the Zumiez brand and brand appropriate for our branded partners because our goal, again, is not to discount. It's to provide unique experiences and unique products for our Stash loyalty members. So again, the first year has primarily been a focus on let's really sign people up and this gets back to the quality of your sales teams in your stores, people to be able to sell the approach, explain it because it isn't just as simple as get discounts. That's been -- that's an easy -- the thing we have to explain seems a little bit more complicated. But through just -- going through the first year, which we anniversaried in early August, we achieved the 1 million member mark in Stash, which we're pleased with and think is a good first-year milestone for us. We are now going to move, and we're in the process of building out -- and this is, as I said earlier, one of those areas where we also look at your internal talent needs. So we've added some talent to our team, who has experience with loyalty programs. And we're now in the process of saying, "Okay, we're going to move beyond the" -- don't get -- we will continue to add new members to the program. But now we're going to move beyond how do we really engage in all new ways and find ways that we can relevant our -- these consumers in relevant ways for them, in not only what we may want to offer them in terms of experiences or product, but doing it to make sure we're doing the right channel that each consumer prefers. So we're now moving into that planning phase of the program, and we're excited about that opportunity. We think, again, over the next 3 years, 3 to 5 years, that the Stash program has a lot of potential for helping us build our business.