Delaware | 000-28275 | 75-2837058 | ||
(STATE OR OTHER JURISDICTION OF INCORPORATION) |
(COMMISSION FILE NUMBER) | (IRS EMPLOYER IDENTIFICATION NO.) |
Exhibit No. | Description | |
99.1
|
Press Release Issued May 13, 2010 |
PFSweb, Inc. |
||||
Dated: May 14, 2010 | By: | /s/ Thomas J. Madden | ||
Thomas J. Madden | ||||
Executive Vice President, Chief Financial and Accounting Officer |
Contact: |
||
Mark C. Layton
|
Todd Fromer / Garth Russell | |
Senior Partner and Chief Executive Officer
|
Investor Relations | |
or Thomas J. Madden
|
KCSA Strategic Communications | |
Senior Partner and Chief Financial Officer
|
(212) 896-1215 / (212) 896-1250 | |
(972) 881-2900
|
tfromer@kcsa.com / grussell@kcsa.com |
| Total revenue was $88.3 million compared to $88.9 million for the first quarter of 2009; | ||
| Adjusted EBITDA (as defined) was $0.9 million versus $2.7 million for the first quarter of 2009; | ||
| Net loss was $1.2 million, or $0.12 per basic and diluted share, compared to net loss of $248,000 or $0.02 per basic and diluted share, for the first quarter of 2009; | ||
| Non-GAAP net loss (as defined) was $1.1 million, or $0.11 per basic and diluted share, compared to non-GAAP net loss of $119,000 or $0.02 per basic and diluted share, for the first quarter of 2009; | ||
| Total cash, cash equivalents and restricted cash equaled $16.4 million as of March 31, 2010 compared to $16.9 million as of December 31, 2009. |
Three Months Ended | ||||||||
March 31, | ||||||||
2010 | 2009 | |||||||
REVENUES: |
||||||||
Product revenue, net |
$ | 65,647 | $ | 66,263 | ||||
Service fee revenue |
15,979 | 17,119 | ||||||
Pass-thru revenue |
6,634 | 5,555 | ||||||
Total revenues |
88,260 | 88,937 | ||||||
COSTS OF REVENUES: |
||||||||
Cost of product revenue |
60,622 | 60,832 | ||||||
Cost of service fee revenue |
11,454 | 11,319 | ||||||
Cost of pass-thru revenue |
6,634 | 5,555 | ||||||
Total costs of revenues |
78,710 | 77,706 | ||||||
Gross profit |
9,550 | 11,231 | ||||||
SELLING, GENERAL AND ADMINISTRATIVE EXPENSES |
10,335 | 10,667 | ||||||
AMORTIZATION OF IDENTIFIABLE INTANGIBLES |
35 | 26 | ||||||
Total operating expenses |
10,370 | 10,693 | ||||||
Income (loss) from operations |
(820 | ) | 538 | |||||
INTEREST EXPENSE, NET |
262 | 357 | ||||||
Income (loss) before income taxes |
(1,082 | ) | 181 | |||||
INCOME TAX EXPENSE |
127 | 429 | ||||||
NET LOSS) |
$ | (1,209 | ) | $ | (248 | ) | ||
NON-GAAP NET LOSS |
$ | (1,078 | ) | $ | (119 | ) | ||
NET LOSS PER SHARE: |
||||||||
Basic and Diluted |
$ | (0.12 | ) | $ | (0.02 | ) | ||
WEIGHTED AVERAGE NUMBER OF SHARES OUTSTANDING: |
||||||||
Basic and Diluted |
9,936 | 9,924 | ||||||
EBITDA |
$ | 815 | $ | 2,566 | ||||
ADJUSTED EBITDA |
$ | 911 | $ | 2,669 | ||||
(A) | The financial data above should be read in conjunction with the audited consolidated financial statements of PFSweb, Inc. included in its Form 10-K for the year ended December 31, 2009. |
Three Months Ended | ||||||||
March 31, | ||||||||
2010 | 2009 | |||||||
NET LOSS |
$ | (1,209 | ) | $ | (248 | ) | ||
Income tax expense |
127 | 429 | ||||||
Interest expense |
262 | 357 | ||||||
Depreciation and amortization |
1,635 | 2,028 | ||||||
EBITDA |
$ | 815 | $ | 2,566 | ||||
Stock-based compensation |
96 | 103 | ||||||
ADJUSTED EBITDA |
$ | 911 | $ | 2,669 | ||||
Three Months Ended | ||||||||
March 31, | ||||||||
2010 | 2009 | |||||||
NET LOSS |
$ | (1,209 | ) | $ | (248 | ) | ||
Stock-based compensation |
96 | 103 | ||||||
Amortization of identifiable
intangible assets |
35 | 26 | ||||||
NON-GAAP NET LOSS |
$ | (1,078 | ) | $ | (119 | ) | ||
NET LOSS PER SHARE: |
||||||||
Basic and Diluted |
$ | (0.12 | ) | $ | (0.02 | ) | ||
NON-GAAP NET LOSS Per Share: |
||||||||
Basic and Diluted |
$ | (0.11 | ) | $ | (0.01 | ) | ||
March 31, | December 31, | |||||||
2010 | 2009 | |||||||
ASSETS |
||||||||
CURRENT ASSETS: |
||||||||
Cash and cash equivalents |
$ | 15,091 | $ | 14,812 | ||||
Restricted cash |
1,294 | 2,096 | ||||||
Accounts receivable, net of allowance for doubtful accounts of $969
and
$973 at March 31, 2010 and December 31, 2009, respectively |
37,472 | 39,861 | ||||||
Inventories, net of reserves of $2,011 and $2,016 at December 31,
2009 and
December 31, 2008, respectively |
34,070 | 37,949 | ||||||
Other receivables |
11,104 | 11,605 | ||||||
Prepaid expenses and other current assets |
4,001 | 4,170 | ||||||
Total current assets |
103,032 | 110,493 | ||||||
PROPERTY AND EQUIPMENT, net |
9,592 | 10,314 | ||||||
IDENTIFIABLE INTANGIBLES |
765 | 805 | ||||||
GOODWILL |
3,602 | 3,602 | ||||||
OTHER ASSETS |
2,403 | 2,555 | ||||||
Total assets |
119,394 | 127,769 | ||||||
LIABILITIES AND SHAREHOLDERS EQUITY |
||||||||
CURRENT LIABILITIES: |
||||||||
Current portion of long-term debt and capital lease obligations |
$ | 19,652 | $ | 19,179 | ||||
Trade accounts payable |
46,505 | 53,642 | ||||||
Deferred revenue |
5,236 | 5,164 | ||||||
Accrued expenses |
14,674 | 13,180 | ||||||
Total current liabilities |
86,067 | 91,165 | ||||||
LONG-TERM DEBT AND CAPITAL LEASE OBLIGATIONS, less current portion |
2,172 | 3,348 | ||||||
OTHER LIABILITIES |
3,540 | 3,903 | ||||||
Total liabilities |
91,779 | 98,416 | ||||||
COMMITMENTS AND CONTINGENCIES |
||||||||
SHAREHOLDERS EQUITY: |
||||||||
Preferred stock, $1.00 par value; 1,000,000 shares authorized; none issued
and outstanding |
| | ||||||
Common stock, $.001 par value; 35,000,000 shares authorized;
9,954,957 and 9,952,164 shares issued at December 31, 2009 and
December 31, 2009, respectively; and 9,936,596 and 9,933,803
outstanding as of March 31, 2010 and December 31, 2009, respectively |
10 | 10 | ||||||
Additional paid-in capital |
93,251 | 93,152 | ||||||
Accumulated deficit |
(67,172 | ) | (65,963 | ) | ||||
Accumulated other comprehensive income |
1,611 | 2,239 | ||||||
Treasury stock at cost, 18,361 shares |
(85 | ) | (85 | ) | ||||
Total shareholders equity |
27,615 | 29,353 | ||||||
Total liabilities and shareholders equity |
$ | 119,394 | $ | 127,769 | ||||
Supplies | ||||||||||||||||||||
PFSweb | Distributors | eCOST | Eliminations | Consolidated | ||||||||||||||||
REVENUES: |
||||||||||||||||||||
Product revenue, net |
$ | | $ | 45,502 | $ | 20,145 | $ | | $ | 65,647 | ||||||||||
Service fee revenue |
15,979 | | | | 15,979 | |||||||||||||||
Service fee
revenue - affiliate |
1,700 | | | (1,700 | ) | | ||||||||||||||
Pass-thru revenue |
6,637 | | | (3 | ) | 6,634 | ||||||||||||||
Total revenues |
24,316 | 45,502 | 20,145 | (1,703 | ) | 88,260 | ||||||||||||||
COSTS OF REVENUES: |
||||||||||||||||||||
Cost of product revenue |
| 42,278 | 18,344 | | 60,622 | |||||||||||||||
Cost of service fee revenue |
12,101 | | | (647 | ) | 11,454 | ||||||||||||||
Cost of pass-thru revenue |
6,637 | | | (3 | ) | 6,634 | ||||||||||||||
Total costs of revenues |
18,738 | 42,278 | 18,344 | (650 | ) | 78,710 | ||||||||||||||
Gross profit |
5,578 | 3,224 | 1,801 | (1,053 | ) | 9,550 | ||||||||||||||
SELLING, GENERAL AND ADMINISTRATIVE EXPENSES |
7,058 | 2,210 | 2,120 | (1,053 | ) | 10,335 | ||||||||||||||
AMORTIZATION OF IDENTIFIABLE INTANGIBLES |
| | 35 | | 35 | |||||||||||||||
Total operating expenses |
7,058 | 2,210 | 2,155 | (1,053 | ) | 10,370 | ||||||||||||||
Income (loss) from operations |
(1,480 | ) | 1,014 | (354 | ) | | (820 | ) | ||||||||||||
INTEREST EXPENSE (INCOME), NET |
(56 | ) | 310 | 8 | | 262 | ||||||||||||||
Income (loss) before income taxes |
(1,424 | ) | 704 | (362 | ) | | (1,082 | ) | ||||||||||||
INCOME TAX PROVISION (BENEFIT) |
(136 | ) | 256 | 7 | | 127 | ||||||||||||||
NET INCOME (LOSS) |
$ | (1,288 | ) | $ | 448 | $ | (369 | ) | $ | | $ | (1,209 | ) | |||||||
NON-GAAP NET INCOME (LOSS) |
$ | (1,192 | ) | $ | 448 | $ | (334 | ) | $ | | $ | (1,078 | ) | |||||||
EBITDA |
$ | 50 | $ | 1,022 | $ | (257 | ) | $ | | $ | 815 | |||||||||
ADJUSTED EBITDA |
$ | 146 | $ | 1,022 | $ | (257 | ) | $ | | $ | 911 | |||||||||
A reconciliation of NET INCOME (LOSS) to EBITDA and ADJUSTED EBITDA follows: |
||||||||||||||||||||
NET INCOME (LOSS) |
$ | (1,288 | ) | $ | 448 | $ | (369 | ) | $ | | $ | (1,209 | ) | |||||||
Income tax expense (benefit) |
(136 | ) | 256 | 7 | | 127 | ||||||||||||||
Interest expense (income) |
(56 | ) | 310 | 8 | | 262 | ||||||||||||||
Depreciation and amortization |
1,530 | 8 | 97 | | 1,635 | |||||||||||||||
EBITDA |
$ | 50 | $ | 1,022 | $ | (257 | ) | $ | | $ | 815 | |||||||||
Stock-based compensation |
96 | | | | 96 | |||||||||||||||
ADJUSTED EBITDA |
$ | 146 | $ | 1,022 | $ | (257 | ) | $ | | $ | 911 | |||||||||
A reconciliation of NET INCOME (LOSS) to NON-GAAP NET INCOME (LOSS) follows: |
||||||||||||||||||||
NET INCOME (LOSS) |
$ | (1,288 | ) | $ | 448 | $ | (369 | ) | $ | | $ | (1,209 | ) | |||||||
Stock-based compensation |
96 | | | | 96 | |||||||||||||||
Amortization of intangible assets |
| | 35 | | 35 | |||||||||||||||
NON-GAAP NET INCOME (LOSS) |
$ | (1,192 | ) | $ | 448 | $ | (334 | ) | $ | | $ | (1,078 | ) | |||||||
Supplies | ||||||||||||||||||||
PFSweb | Distributors | eCOST | Eliminations | Consolidated | ||||||||||||||||
ASSETS |
||||||||||||||||||||
CURRENT ASSETS: |
||||||||||||||||||||
Cash and cash equivalents |
$ | 9,995 | $ | 3,185 | $ | 1,911 | $ | | $ | 15,091 | ||||||||||
Restricted cash |
776 | 311 | 207 | | 1,294 | |||||||||||||||
Accounts receivable, net |
16,691 | 18,848 | 2,243 | (310 | ) | 37,472 | ||||||||||||||
Inventories, net |
| 29,882 | 4,188 | | 34,070 | |||||||||||||||
Other receivables |
| 11,104 | | | 11,104 | |||||||||||||||
Prepaid expenses and other current assets |
2,420 | 1,467 | 114 | | 4,001 | |||||||||||||||
Total current assets |
29,882 | 64,797 | 8,663 | (310 | ) | 103,032 | ||||||||||||||
PROPERTY AND EQUIPMENT, net |
9,242 | 43 | 307 | | 9,592 | |||||||||||||||
NOTES RECEIVABLE FROM AFFILIATES |
21,045 | | | (21,045 | ) | | ||||||||||||||
INVESTMENT IN AFFILIATES |
(90 | ) | | | 90 | | ||||||||||||||
IDENTIFIABLE INTANGIBLES |
369 | | 396 | | 765 | |||||||||||||||
GOODWILL |
| | 3,602 | | 3,602 | |||||||||||||||
OTHER ASSETS |
2,095 | | 308 | | 2,403 | |||||||||||||||
Total assets |
62,543 | 64,840 | 13,276 | (21,265 | ) | 119,394 | ||||||||||||||
LIABILITIES AND SHAREHOLDERS EQUITY |
||||||||||||||||||||
CURRENT LIABILITIES: |
||||||||||||||||||||
Current portion of long-term debt and capital lease obligations |
$ | 9,678 | $ | 9,939 | $ | 35 | $ | | $ | 19,652 | ||||||||||
Trade accounts payable |
5,138 | 35,019 | 6,658 | (310 | ) | 46,505 | ||||||||||||||
Deferred revenue |
4,010 | | 1,226 | | 5,236 | |||||||||||||||
Accrued expenses |
9,039 | 4,360 | 1,275 | | 14,674 | |||||||||||||||
Total current liabilities |
27,865 | 49,318 | 9,194 | (310 | ) | 86,067 | ||||||||||||||
LONG-TERM DEBT AND CAPITAL LEASE OBLIGATIONS, less current portion |
2,032 | | 140 | | 2,172 | |||||||||||||||
NOTES PAYABLE TO AFFILIATES |
| 5,005 | 16,040 | (21,045 | ) | | ||||||||||||||
OTHER LIABILITIES |
3,540 | | | | 3,540 | |||||||||||||||
Total liabilities |
33,437 | 54,323 | 25,374 | (21,355 | ) | 91,779 | ||||||||||||||
COMMITMENTS AND CONTINGENCIES |
||||||||||||||||||||
SHAREHOLDERS EQUITY: |
||||||||||||||||||||
Common stock |
10 | | 19 | (19 | ) | 10 | ||||||||||||||
Capital contributions |
| 1,000 | | (1,000 | ) | | ||||||||||||||
Additional paid-in capital |
93,251 | | 28,059 | (28,059 | ) | 93,251 | ||||||||||||||
Retained earnings (accumulated deficit) |
(65,668 | ) | 7,229 | (40,174 | ) | 31,441 | (67,172 | ) | ||||||||||||
Accumulated other comprehensive income |
1,598 | 2,288 | (2 | ) | (2,273 | ) | 1,611 | |||||||||||||
Treasury stock |
(85 | ) | | | | (85 | ) | |||||||||||||
Total shareholders equity |
29,106 | 10,517 | (12,098 | ) | 90 | 27,615 | ||||||||||||||
Total liabilities and shareholders equity |
$ | 62,543 | $ | 64,840 | $ | 13,276 | $ | (21,265 | ) | $ | 119,394 | |||||||||
Supplies | ||||||||||||||||||||
PFSweb | Distributors | eCOST | Eliminations | Consolidated | ||||||||||||||||
REVENUES: |
||||||||||||||||||||
Product revenue, net |
$ | | $ | 45,331 | $ | 20,932 | $ | | $ | 66,263 | ||||||||||
Service fee revenue |
17,119 | | | | 17,119 | |||||||||||||||
Service fee revenue affiliate |
2,059 | | | (2,059 | ) | | ||||||||||||||
Pass-thru revenue |
5,586 | | | (31 | ) | 5,555 | ||||||||||||||
Total revenues |
24,764 | 45,331 | 20,932 | (2,090 | ) | 88,937 | ||||||||||||||
COSTS OF REVENUES: |
||||||||||||||||||||
Cost of product revenue |
| 41,951 | 18,881 | | 60,832 | |||||||||||||||
Cost of service fee revenue |
11,964 | | | (645 | ) | 11,319 | ||||||||||||||
Cost of pass-thru revenue |
5,586 | | | (31 | ) | 5,555 | ||||||||||||||
Total costs of revenues |
17,550 | 41,951 | 18,881 | (676 | ) | 77,706 | ||||||||||||||
Gross profit |
7,214 | 3,380 | 2,051 | (1,414 | ) | 11,231 | ||||||||||||||
SELLING, GENERAL AND ADMINISTRATIVE EXPENSES |
7,617 | 1,964 | 2,500 | (1,414 | ) | 10,667 | ||||||||||||||
AMORTIZATION OF IDENTIFIABLE INTANGIBLES |
26 | 26 | ||||||||||||||||||
Total operating expenses |
7,617 | 1,964 | 2,526 | (1,414 | ) | 10,693 | ||||||||||||||
Income (loss) from operations |
(403 | ) | 1,416 | (475 | ) | | 538 | |||||||||||||
INTEREST EXPENSE (INCOME), NET |
(23 | ) | 377 | 3 | | 357 | ||||||||||||||
Income (loss) before income taxes |
(380 | ) | 1,039 | (478 | ) | | 181 | |||||||||||||
INCOME TAX PROVISION (BENEFIT) |
(52 | ) | 481 | | | 429 | ||||||||||||||
NET INCOME (LOSS) |
$ | (328 | ) | $ | 558 | $ | (478 | ) | $ | | $ | (248 | ) | |||||||
NON-GAAP NET INCOME (LOSS) |
$ | (225 | ) | $ | 558 | $ | (452 | ) | $ | | $ | (119 | ) | |||||||
EBITDA |
$ | 1,532 | $ | 1,426 | $ | (392 | ) | $ | | $ | 2,566 | |||||||||
ADJUSTED EBITDA |
$ | 1,635 | $ | 1,426 | $ | (392 | ) | $ | | $ | 2,669 | |||||||||
A reconciliation of NET INCOME (LOSS) to EBITDA and ADJUSTED EBITDA follows: |
||||||||||||||||||||
NET INCOME (LOSS) |
$ | (328 | ) | $ | 558 | $ | (478 | ) | $ | | $ | (248 | ) | |||||||
Income tax expense (benefit) |
(52 | ) | 481 | | | 429 | ||||||||||||||
Interest expense (income) |
(23 | ) | 377 | 3 | | 357 | ||||||||||||||
Depreciation and amortization |
1,935 | 10 | 83 | | 2,028 | |||||||||||||||
EBITDA |
$ | 1,532 | $ | 1,426 | $ | (392 | ) | $ | | $ | 2,566 | |||||||||
Stock-based compensation |
103 | | | | 103 | |||||||||||||||
ADJUSTED EBITDA |
$ | 1,635 | $ | 1,426 | $ | (392 | ) | $ | | $ | 2,669 | |||||||||
A reconciliation of NET INCOME (LOSS) to NON-GAAP NET INCOME (LOSS) follows: |
||||||||||||||||||||
NET INCOME (LOSS) |
$ | (328 | ) | $ | 558 | $ | (478 | ) | $ | | $ | (248 | ) | |||||||
Stock-based compensation |
103 | | | | 103 | |||||||||||||||
Amortization of intangible assets |
| | 26 | | 26 | |||||||||||||||
NON-GAAP NET INCOME (LOSS) |
$ | (225 | ) | $ | 558 | $ | (452 | ) | $ | | $ | (119 | ) | |||||||
Supplies | ||||||||||||||||||||
PFSweb | Distributors | eCOST | Eliminations | Consolidated | ||||||||||||||||
ASSETS |
||||||||||||||||||||
CURRENT ASSETS: |
||||||||||||||||||||
Cash and cash equivalents |
$ | 9,698 | $ | 2,628 | $ | 2,486 | $ | | $ | 14,812 | ||||||||||
Restricted cash |
732 | 1,137 | 227 | | 2,096 | |||||||||||||||
Accounts receivable, net |
19,499 | 18,764 | 1,719 | (121 | ) | 39,861 | ||||||||||||||
Inventories, net |
| 33,577 | 4,372 | | 37,949 | |||||||||||||||
Other receivables |
49 | 11,556 | | | 11,605 | |||||||||||||||
Prepaid expenses and other current assets |
2,515 | 1,575 | 80 | | 4,170 | |||||||||||||||
Total current assets |
32,493 | 69,237 | 8,884 | (121 | ) | 110,493 | ||||||||||||||
PROPERTY AND EQUIPMENT, net |
9,900 | 54 | 360 | | 10,314 | |||||||||||||||
NOTES RECEIVABLE FROM AFFILIATES |
20,845 | | | (20,845 | ) | | ||||||||||||||
INVESTMENT IN AFFILIATES |
(149 | ) | | | 149 | | ||||||||||||||
IDENTIFIABLE INTANGIBLES |
383 | | 422 | | 805 | |||||||||||||||
GOODWILL |
| | 3,602 | | 3,602 | |||||||||||||||
OTHER ASSETS |
2,244 | | 311 | | 2,555 | |||||||||||||||
Total assets |
65,716 | 69,291 | 13,579 | (20,817 | ) | 127,769 | ||||||||||||||
LIABILITIES AND SHAREHOLDERS EQUITY |
||||||||||||||||||||
CURRENT LIABILITIES: |
||||||||||||||||||||
Current portion of long-term debt and capital lease obligations |
$ | 8,770 | $ | 10,374 | $ | 35 | $ | | $ | 19,179 | ||||||||||
Trade accounts payable |
8,396 | 38,753 | 6,614 | (121 | ) | 53,642 | ||||||||||||||
Deferred revenue |
3,948 | | 1,216 | | 5,164 | |||||||||||||||
Accrued expenses |
7,046 | 4,701 | 1,433 | | 13,180 | |||||||||||||||
Total current liabilities |
28,160 | 53,828 | 9,298 | (121 | ) | 91,165 | ||||||||||||||
LONG-TERM DEBT AND CAPITAL LEASE OBLIGATIONS, less current portion |
3,208 | | 140 | | 3,348 | |||||||||||||||
NOTES PAYABLE TO AFFILIATES |
| 5,005 | 15,840 | (20,845 | ) | | ||||||||||||||
OTHER LIABILITIES |
3,880 | | 23 | | 3,903 | |||||||||||||||
Total liabilities |
35,248 | 58,833 | 25,301 | (20,966 | ) | 98,416 | ||||||||||||||
COMMITMENTS AND CONTINGENCIES |
||||||||||||||||||||
SHAREHOLDERS EQUITY: |
||||||||||||||||||||
Common stock |
10 | | 19 | (19 | ) | 10 | ||||||||||||||
Capital contributions |
| 1,000 | | (1,000 | ) | | ||||||||||||||
Additional paid-in capital |
93,152 | | 28,059 | (28,059 | ) | 93,152 | ||||||||||||||
Retained earnings (accumulated deficit) |
(64,828 | ) | 6,781 | (39,805 | ) | 31,889 | (65,963 | ) | ||||||||||||
Accumulated other comprehensive income |
2,219 | 2,677 | 5 | (2,662 | ) | 2,239 | ||||||||||||||
Treasury stock |
(85 | ) | | | | (85 | ) | |||||||||||||
Total shareholders equity |
30,468 | 10,458 | (11,722 | ) | 149 | 29,353 | ||||||||||||||
Total liabilities and shareholders equity |
$ | 65,716 | $ | 69,291 | $ | 13,579 | $ | (20,817 | ) | $ | 127,769 | |||||||||
Three Months Ended | ||||||||
March 31, | ||||||||
2010 | 2009 | |||||||
Total Customers (1) |
2,110,120 | 1,920,418 | ||||||
Active Customers (2) |
158,784 | 199,677 | ||||||
New Customers (3) |
42,736 | 32,168 | ||||||
Number of Orders (4) |
87,956 | 78,268 | ||||||
Average Order Value (5) |
$ | 228 | $ | 265 | ||||
Advertising Expense (6) |
$ | 202,588 | $ | 200,722 | ||||
Cost to Acquire a New
Customer (7) |
$ | 4.74 | $ | 5.84 |
(1) | Total customers have been calculated as the cumulative number of customers for which orders have been taken from eCOST.coms inception to the end of the reported period. | |
(2) | Active customers consist of the approximate number of customers who placed orders during the 12 months prior to the end of the reported period. | |
(3) | New Customers represent the number of persons that established a new account and placed an order during the reported period. | |
(4) | Number of orders represents the total number of orders shipped during the reported period (not reflecting returns). | |
(5) | Average order value has been calculated as gross sales divided by the total number of orders during the period presented. The impact of returns is not reflected in average order value. | |
(6) | Advertising expense includes the total dollars spent on advertising during the reported period, including internet, direct mail, print and e-mail advertising, as well as customer list enhancement services. | |
(7) | Catalog expense of $0 and $12,789 was not included in the 2010 and 2009 calculation, respectively, as it is used for retention and not acquisition. |