Ollie's Bargain Army Hits 16M in Q2: Loyalty Driving 80% of Sales?

Core Insights - Ollie's Bargain Outlet Holdings, Inc. reported a 10.6% year-over-year increase in Ollie's Army membership, reaching 16.1 million, which now accounts for approximately 80% of total sales, highlighting the program's significance in driving growth and customer engagement [1][8] - The reimagined Ollie's Days event, aimed at rewarding loyal customers, resulted in a nearly 60% increase in new member acquisitions during the event week and contributed an estimated 100 basis points to comparable store sales for the quarter [2][8] - Ollie's Army members exhibit stronger spending habits, spending about 40% more than non-members, which underscores the program's critical role in the company's sales momentum [3][8] - The company anticipates comparable store sales growth of 3-3.5% for fiscal 2025, reflecting confidence in its strategic initiatives and the strength of its loyal customer base [4] Competitive Landscape - Walmart's membership strategy, focusing on Walmart+ and Sam's Club, saw a 15.3% growth in membership fee income globally, with Sam's Club U.S. achieving 7.6% growth in membership income [6] - Target's Target Circle 360 program led to over 25% growth in same-day delivery and a 4.3% increase in digital comps, with a penetration rate of 16.9% for the Target Circle Card, indicating strong customer engagement [7]