Most of the information about the improvements YOY for Q1 have...

Most of the information about the improvements YOY for Q1 have already been made clear with the previous update and was repeated in the Chairman's address.

However, I am very pleased with the CEO's update. I like how the company is taking advantage of opportunities to grow its brand, demonstrate corporate social responsibility and strengthen its market position by appealing better to its customers, allowing it to earn higher margins.

AHL is improving their customer retention which is key for higher customer engagement. I really like how they have adapted to changing situations, launching a loyalty program that donates money to charitable causes which are recent and affects existing and potential customers of AHL. By no means was the destruction caused by the bushfires a good thing but by demonstrating AHL cares about these events, they have not only boosted their brand profile but improved their customer alignment to their brand.

It also good they are working on their content creation. This was one of my concerns because although AHL have established social media channels, posts are not frequent nor are customers regularly responding. Ideally this focus on new content and promotions will drive future customer growth and sales.

This translates into greater spending per customer and the ability to charge higher margins.

This a frank acknowledgement that there is room to improve the operational efficiency of AHL. Improved segmentation drives higher market penetration and greater customer engagement. Better assortment of and curated products will support this to ensure the right products are in stock for customers to buy, when they want to buy.

This is a case of quality over quantity. Once quality of sales has is being consistently achieved, then all that needs to be done is scaling it up. CEO has already stated we are seeing strong YOY growth due to these strategies (loyalty programs, curating products, further improvements to market segmentation, better assortment and higher margins).

I encourage existing and potential shareholders to look objectively at the state of AHL. The risk has been minimised, the new CEO has the skill and experience (already reflected in this update) and the share price is at an all time low yet the fundamentals appear to be improving.

The path to profitability is clear.