January 14, 2013

Kaley's Knits: Diverging Metrics

Recall, the profit and loss statement showed top-line growth, but weak metrics below the net sales line.  Let's take a look at demand growth, on a rolling twelve month basis.



What we see is a business that was struggling, then reversed flat growth in the fall of 2011.  Since then, growth has been reasonably robust.  On the surface, things look good.

The next chart I look at is a rolling twelve month analysis of twelve-month buyers.


What do you see?

This business had marginal growth in the number of twelve-month buyers, followed by a significant drop that started in late spring 2012.

The customer file is in decline.  Top-line growth continues.  What do you think is happening at Kaley's Knits?

No comments:

Post a Comment

Note: Only a member of this blog may post a comment.

Email Marketing and AOV

If you don't think you play a role in how a customer purchases, think again. Here's a common outcome. All Other Channels Items per O...