June 7, 2010, 9:03 AM

Out from the shadows

Ann Taylor saw the light and is now disclosing web sales. Any other takers?

Give Ann Taylor Stores Corp. a big thumbs up for finally breaking out e-commerce sales in their latest quarterly earnings release. They were nice numbers—in the first quarter ended May 1 total e-commerce sales were $42.3 million, a 52% increase from $27.8 million in the first quarter of 2009. Ann Taylor CEO Kay Krill says the company is now disclosing web sales as one way to make important internal operations more transparent to investors, customers and employees. Other chain retailers should be watching and listening. Even better I hope they follow Ann Taylor’s example and begin to break out their own e-commerce figures. Chain retailers are notorious for hiding their e-commerce numbers deep in press releases, public financial reports and earnings calls. And many chains still won’t report their e-commerce sales, even though for many it’s the only channel that’s growing. The shift by consumers from stores to online shopping is accelerating. It’s only a matter of time before investors demand that chain retailers produce more quarterly information on e-commerce. The metrics on clicks, conversions and online sales are just as important as the figures on comparable-stores sales, lease rates and sales per square foot. Ann Taylor saw this trend pretty clearly and took action. It’s about time other chains followed. Any takers?

comments powered by Disqus


Recent Posts from this Blog


Brian Strojny / B2B E-Commerce

If your B2B customers are not ordering online, here’s why

As more manufacturers and distributors launch e-commerce strategies, many struggle with getting customers to order ...


Liz Duggan / B2B E-Commerce

Build Your B2B eCommerce Platform Around Your Customers

With more B2B buyers demanding the option to buy from their suppliers online, companies need ...


Michiel Schipperus / B2B E-Commerce

Building for the future of B2B e-commerce

As manufacturers, wholesalers and distributors take on the challenges and opportunities of B2B e-commerce, they ...


Ken Burke / B2B E-Commerce

Thriving in the brave new world of B2B

As executives at manufacturers, wholesalers and distributors map out their e-commerce investments, they have many ...