Retailers shift their ad spending from TV, radio and print ads to digital ads.
But net loss declines for the online auto parts merchant.
Sales declined for U.S. Auto Parts Network Inc., parent company of e-retailers JCWhitney.com and AutoPartsWarehouse.com, in the third quarter of fiscal 2012. Such key metrics as conversion rate and average ticket declined slightly compared to the year-earlier period.
For the quarter ended Sept. 29, U.S. Auto Parts, No. 76 in the 2012 Internet Retailer Top 500 Guide, reported:
- Online sales of $66.3 million, down by 10.3% from $73.9 million in the third quarter of 2011. Online sales represent 90.8% of total sales, the retailer says.
- Offline sales, which the company says represent 9.2% of total sales, were $6.7 million, up by 42.6% from $4.7 million in the same quarter last year. Offline sales include the company’s private-label products and wholesale business.
- Total sales of $73.0 million, down by 7.1% from $78.6 million in the third quarter of 2011.
- Net loss was $2.7 million, compared with a net loss of $5.3 million in Q3 2011.
- Conversion rate was 1.50% compared with 1.57%.
- Total orders were 573,000, down by 13.4% from 662,000.
- Average ticket was $115, a 5.7% decrease from $122.
- Total visitors declined by 9.5%, to 38.1 million from 42.1 million.
CEO Shane Evangelist says margins improved but “as expected, we are still battling headwinds with respect to customer acquisition and online traffic to our sites, all of which we are addressing strategically.”
For the first nine months, U.S. Auto Parts reported:
- Total sales of $241.2 million, down by 34.4% from $249.8 million through the first nine months of 2011.
- Net loss of $5.2 million compared with a net loss of $8.1 million in the first nine months of 2011.