The e-retailer spends at least 50% of its monthly display ad budget on the highly targeted, data-driven—and often cheap—ad placements using programmatic platforms.
Total sales fell by 3.3% for the diet and nutritional products merchant.
Weight Watchers International Inc. had a good first quarter online.
For the first fiscal quarter of 2013 ended March 30, Weight Watchers, No. 61 in Internet Retailer’s 2013 Top 500 Guide, reported:
- Internet revenue of $140.8 million, up 10.9% from $126.9 million in the first quarter of 2012.
- Total sales of $486.9 million, a 3.3% decrease from $503.5 million in the first quarter of 2012.
- First quarter 2013 net income was $48.8 million, down by 10.6% compared with net income of $54.6 million in the prior year period.
- Online subscribers increased by about 6.3%, to 2.54 million from 2.39 million.
“As we previously indicated, the winter diet season proved to be challenging for recruitment across our businesses given a weak consumer backdrop and an intensely competitive environment,” says David Kirchhoff, CEO. “In response, we have made several adjustments to improve our position in the market with consumers, including new advertising campaigns.”
Kirchhoff did not provide details on the advertising campaigns.