The merchant grew online sales 21.6% in 2012.
Stefany Moore , Senior Editor, Research
Nutritional products merchant Weight Watchers International Inc. boosted online and total sales in 2012, but is experiencing a rough start to a new customer recruitment program thus far this year, according to an earnings report issued this week.
For the fiscal year ending Dec. 29, 2012, Weight Watchers, No. 61 in the Internet Retailer Top 500 Guide, reported:
In December, the merchant launched a weight loss program dubbed Weight Watchers 360, designed to improve customers’ weight-loss results and differentiate its membership program from competitors’. The results have been “disappointing” thus far, says CEO David Kirchhoff.
“Needless to say, we’re not happy with the trends we’re seeing,” Kirchhoff said in a call with investors this week. “While we did see some improvement in recruitment trends when we soft-launched the program in December, this early momentum has not sustained itself. In fact, in January and into the first part of February, we have seen double-digit declines in recruitment [in our] U.S. Weight Watchers online businesses.”
Weight Watchers says its online business is suffering from an increase in free online weight-loss programs from competitors. “The WeightWatchers.com awareness-driving strategy that has been so successful… started losing some effectiveness roughly six months ago,” Kirchhoff added. “We now need to shift gears to leverage the groundswell of people interested in weight loss mobility tools by communicating the full value proposition of Weight Watchers Online.”
The retailer also announced that Mike Basone, its chief technology officer and president of WeightWatchers.com, is resigning effective May 31 to pursue other opportunities. No successor has been named.
For the fourth quarter, Weight Watchers also reported: