Gross profit margin for the third quarter was 41.0 percent, compared with 42.0 percent in the prior year period, reflecting both product mix and higher customer credits associated with the severe weather during the Valentine holiday. Operating expenses as a percent of revenue were 42.5 percent compared with 39.5 percent in the prior year period, reflecting the lower revenues during the quarter as well as increased marketing spending during the Valentine holiday period.
As a result of the aforementioned factors, EBITDA, excluding stock-based compensation, was
McCann said that the Company was proud of its efforts to help customers deliver smiles during the Valentine holiday, despite the challenging weather. "Our proactive planning for severe weather around the Valentine holiday, which we dubbed 'Operation Love Storm,' enabled us to utilize our unique distribution platform, particularly our BloomNet network of professional florists, to deliver millions of smiles for our customers throughout the country, including regions hit hardest by the snow and ice storms.
"In addition, throughout the holiday period, our dedicated customer service associates - including our home agents and our internal social-media communications teams - did an exemplary job of responding to each and every customer inquiry and issue we received. As a result, we were heartened by the post-holiday accolades we received in the blogosphere for our open and transparent communications policy on Twitter and Facebook. All of these efforts reflect our many years of experience as the world's leading florist and gift shop as well as our unparalleled passion for providing great service and delivering smiles. We believe this focus positions us well to deliver solid year-over-year growth during our current fiscal fourth quarter which features the spring gifting occasions including Easter, Administrative Professionals Week,
During the fiscal third quarter, the Company attracted 675,000 new customers. Approximately 1.6 million customers placed orders during the quarter, of whom 58.4 percent were repeat customers. This reflects the Company's successful efforts to engage with its customers with truly original product designs and relevant marketing programs that help deepen its relationships as their trusted Florist and Gift Shop for all of their celebratory occasions.
Keywords for this news article include: Marketing, Advertising,
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