Random Walk New Keyword Tracker Launched. Our new technology helps investors instantly detect changes in the promotional intensity brands are using to communicate with leads. Detect inflections in core demand through tracking of desperation keywords in emails such as “extra”, “extended”, and “one more day”.
Keyword tracker uncovered the largest ever spike in “Nike” related keywords from key wholesale partner email correspondance over the past two weeks.
PREVIEW: Promotional Outlier Focus: Nike Partners Sending Record Volume of Discount Campaigns ASO, DKS, FL, M, NKE, SCVL
Last quarter, Nike reported slowing revenue growth as consolidated revenue increased year-over-year by 5%, down from 14% year-over-year growth in the prior quarter. While total promotional activity direct from Nike is stable, we are capturing record breaking volumes of Nike coupons from wholesale partners implying lagging organic demand. We also anticipate a weak quarter for Foot Locker, which purchased 65% of its athletic merchandise from Nike during the most recent fiscal year.
NIKE PARTNER PROMOTIONAL HIGHLIGHTS Foot Locker (FL) sent record volumes of “Nike” focused promotions in July. We have tracked a 67% year-over-year increase in email volumes containing “Nike” for the May-July period
.Academy Sports & Outdoors (ASO) sent greater volumes of “Nike” focused promotions this Summer. We tracked a 49% year-over-year increase in email volumes containing “Nike” for the May-July period.
Shoe Carnival (SCVL) Shoe Carnival “Nike” focused promotion volume increased by 2,783% on a year-over-year basis for the May-July period.
Macy’s (M) We captured a rare “Special 20-25% off from Nike”.
We recently launched a new product that examines trends of promotional activity within subsectors.
Footwear promotional volume continues to accelerate higher. 9 of the 13 tickers in our footwear index exhibited a “worsening” promotional trend last week with 12 of 14 worsening on a monthly basis.
Luxury Retail demand appears weak as significant promotional volume has worsened on a YoY rate of change basis at several major companies in our subsector index.
The Sporting Goods subsector has emerged as another addition to the worsening list. All 8 companies in this index have sent out substantially higher promotional volume in the most recent week compared to the prior year.
Outdoor Apparel promotions continue to stand out as significant promotion volume YoY growth for this subsector exceeded 100% in three consecutive weeks recently.
Demand doesn’t appear to be returning at home improvement retailers. Promotional volume is substantially higher at all 5 companies in our index compared to the prior year.
Our promotional email ensemble helped investors better understand and quantify the magnitude of changes in the intensity and aggressiveness that apparel brands such as Abercrombie & Fitch (ANF), American Eagle (AE) and Guess (GES) are sending. As weather has warmed, our promotional ensemble reveals robust demand growth as consumers previously stuck at home load up on “going out” summer apparel.
Our promotional ensemble quantifies the changes such as key declines in the volume of email campaigns, the distribution discounts offered.
Successfully channelling rebounding demand for swimwear, AEO’s Aerie has further throttled back its promotions.
Our tracking on an sector basis reveals AEO has become one of the least aggressive promotors compared with its peers compared with just a year ago.
AEO: Sharp decline in total promotional activity compared to peers
For Guess, our email intelligence allows investors to quantify the exact campaign frequency and intensity. As can be seen below, Guess is pushing out significant promotions and discount coupons much less frequently than a year ago as organic demand has rebounded.
Tracking New Customer Acquisition: 2020 was our most successful year in uncovering demand changes undetected by ‘big data’ credit card and transactional sellers. As COVID forced Americans inside, consumers discovered existing virtual solutions were superior to legacy in person dependent platforms.
For Docusign (DOCU), Fiverr (FVRR), Upwork (UPWK), Wix (WIX) our email intelligence captured exponential explosive growth in new customer acquisitions a full quarter ahead of pricy ‘big data’ transactional providers. By focusing on unique leading indicators such as “Welcome to Docusign” and “Your Wix site is published” instead of chasing coincident revenue proxies such as receipts we provided our investor subscriber parters a big jump on their competition. Docusign (DOCU) shares have appreciated more than 150% since growth in consumers receiving these confirmations triggered our identification in MARCH. Similarly, our methodology identified Upwork(UPWK) to start May with shares quadrupling.
If consumer preferences changes again as Americans leave their homes our investor partners will be the first to know.
We recently made substantial upgrades to our email categorization system. As as result of this, we can now better understand which brands and businesses are changing how they communicate with consumers and leads.
Our weekly ‘Promotional Spotlight’ report highlights the brands whose discounting and promotional activity have diverged the most since the prior year. We can provide custom analysis for investors in brands of interest. Which brands increased their steep discounts? Which brands are sending their seasonal sale related email offers more frequently? Are brands slowing their sending pace based on strong demand.