This Day On The Street
Continue to site
ADVERTISEMENT
This account is pending registration confirmation. Please click on the link within the confirmation email previously sent you to complete registration.
Need a new registration confirmation email? Click here

Coldwater Creek's CEO Discusses Q2 2012 Results - Earnings Call Transcript

We also expect to improve the sales productivity over existing store base by reducing our footprint. Our objective is to overtime bring the average store size down to approximately 4500 square feet from the current average of 5700 square feet. Jim will further discuss the improvements in productivity we see in this regard.

In regards to our factory outlet stores, for the past 18 months we have been growing the penetration of made for outlet product as part of our strategy to ship the focus of our outlet stores from one that utilizes the channel solely for the clearance of excess product to one that primarily sells made for outlet products. As a result of this initiative, we have seen a significant improvement in the profitability of this channel and believe further improvements are attainable. We believe that our factory outlet stores will contribute meaningfully to overall profitability in the future.

As we begin the third quarter, we are confident that we have a strong trend right offering both in our stores and online. Jill will speak about our fall assortment in more detail in a moment. In the direct channel, we are enhancing our online presence through our website, emails and social communications by adding richer content and developing session and product stories that motivate purchase. We are on-track to launch the next-generation of our mobile app in October. We have redesigned our website navigation, home page and landing page to formats that are easier to shop. Our catalogue has also been updated with the more compelling design, enhanced imagery and creative layout.

We were pleased with our catalogue performance for the first half of 2012, with profitability proved up significantly despite a planned decrease in circulation. This gives us confidence that we can moderately increase our circulation and significantly increase our page counts in the second half of the year. For fall, our catalogue circulation will increase 5% and our page count will increase over 40% as a result of the design and merchandising initiatives to significantly improve the breadth and appeal of our direct product offering. In addition, we have increased our investment in online advertising by 13% which will increase our online brand impressions to over 230 million. We believe that these investments will continue to drive brand awareness and improve traffic both to our stores and our website. Despite these investments, we expect to realize a meaningful year-over-year decline in total marketing expense for the second half of the year.

Read the rest of this transcript for free on seekingalpha.com

3 of 3

Check Out Our Best Services for Investors

Action Alerts PLUS

Portfolio Manager Jim Cramer and Director of Research Jack Mohr reveal their investment tactics while giving advanced notice before every trade.

Product Features:
  • $2.5+ million portfolio
  • Large-cap and dividend focus
  • Intraday trade alerts from Cramer
Quant Ratings

Access the tool that DOMINATES the Russell 2000 and the S&P 500.

Product Features:
  • Buy, hold, or sell recommendations for over 4,300 stocks
  • Unlimited research reports on your favorite stocks
  • A custom stock screener
Stocks Under $10

David Peltier uncovers low dollar stocks with serious upside potential that are flying under Wall Street's radar.

Product Features:
  • Model portfolio
  • Stocks trading below $10
  • Intraday trade alerts
14-Days Free
Only $9.95
14-Days Free
Dividend Stock Advisor

David Peltier identifies the best of breed dividend stocks that will pay a reliable AND significant income stream.

Product Features:
  • Diversified model portfolio of dividend stocks
  • Updates with exact steps to take - BUY, HOLD, SELL
Trifecta Stocks

Every recommendation goes through 3 layers of intense scrutiny—quantitative, fundamental and technical analysis—to maximize profit potential and minimize risk.

Product Features:
  • Model Portfolio
  • Intra Day Trade alerts
  • Access to Quant Ratings
Options Profits

Our options trading pros provide over 100 monthly option trading ideas and strategies to help you become a well-seasoned trader.

Product Features:
  • Actionable options commentary and news
  • Real-time trading community
SYM TRADE IT LAST %CHG

Markets

DOW 18,232.02 -53.72 -0.29%
S&P 500 2,126.06 -4.76 -0.22%
NASDAQ 5,089.3620 -1.4320 -0.03%

Partners Compare Online Brokers

Free Reports

Top Rated Stocks Top Rated Funds Top Rated ETFs