Question · Q3 2026
Robbie Ohmes sought clarification on how the company's reported gain of new customers across all income cohorts aligns with negative overall traffic, questioning if certain cohorts are reducing frequency or dropping out, thereby offsetting new customer acquisition.
Answer
CEO Mike Creedon explained that the dynamic is primarily a question of frequency; while new customers are being acquired, their initial trip frequency is lower. He believes that improved store operations and a compelling assortment will encourage these new customers to increase their visit frequency over time.
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