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News Flash
Costume Express brand represents small portion of overall sales in Q3
30 Mar '07
3 min read
The Company reported that $2.0 million of the $2.1 million decrease in net sales from the prior year was due to the impact of closing the Storybook Heirlooms brand, which is expected to be complete by April 2007.
The Costume Express brand represented a small portion of overall sales during the quarter at $339,000, up from $283,000 in third quarter last year. Net sales in the Birthday Express brand were $15.7 million during the quarter, down 1.7% from $16.0 million in the prior year.
Mr. Green Continued, "The third and fourth fiscal quarters of last year represented a period in which we struggled to deploy our new pick-to-light module in the distribution center, and this resulted in sub-optimal service to some of our customers. Given that Birthday Express is an annual event-based business, we are now seeing the impact of these prior year customer service issues."
"The impact manifests itself directly in the form of soft repeat buying from existing customers and indirectly in fewer orders from the new customers typically acquired through positive 'word of mouth' advertising, which is a vital component of our business model. We continue to test a number of initiatives aimed at improving customer retention, new customer acquisition and overall response rates."
"We are in the process of evaluating the results and will quickly move to implement those tests that demonstrate a positive impact. We are now providing excellent service to our customers in terms of speed and quality and are confident that we are reestablishing positive relationships to grow future sales."
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The Costume Express brand represented a small portion of overall sales during the quarter at $339,000, up from $283,000 in third quarter last year. Net sales in the Birthday Express brand were $15.7 million during the quarter, down 1.7% from $16.0 million in the prior year.
Mr. Green Continued, "The third and fourth fiscal quarters of last year represented a period in which we struggled to deploy our new pick-to-light module in the distribution center, and this resulted in sub-optimal service to some of our customers. Given that Birthday Express is an annual event-based business, we are now seeing the impact of these prior year customer service issues."
"The impact manifests itself directly in the form of soft repeat buying from existing customers and indirectly in fewer orders from the new customers typically acquired through positive 'word of mouth' advertising, which is a vital component of our business model. We continue to test a number of initiatives aimed at improving customer retention, new customer acquisition and overall response rates."
"We are in the process of evaluating the results and will quickly move to implement those tests that demonstrate a positive impact. We are now providing excellent service to our customers in terms of speed and quality and are confident that we are reestablishing positive relationships to grow future sales."
Click here to read more:
Celebrate Express Inc
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