Will A Brand New Online Strategy Save HSS Hire?

Thinking of hiring a tool and equipment expert?

Then, HSS Hire might be an obvious choice.

Its underlying operations are not having the best of times, however, and we believe that the company should pay more attention to its online strategy if it aims to get through one its most difficult times in recent years.

Its market cap has halved in less than two months of trade, and alternatives are needed to boost cash flows and core earnings.

SEO Audit & Online Strategy

HSS HireWe are making good progress in our plans to open a new National Distribution Centre in H1 2016, which will further increase availability for customers. This will also enable us to fully exploit our market-leading online proposition,” the group said today in its trading update.

There’s little hard evidence of a “market-leading online proposition” at HSS, based on our findings.

Rather, our initial SEO assessment of hss.com suggests a decent technical set-up, which is backed by relatively high performance metrics.

The website guarantees an excellent mobile user experience, but speed metrics indicate that there’s more work to do.

The basic site hierarchy requires intervention; the user can reach its desired website page only in a few clicks, which should be expected for a website of this size.

With regard to duplications and other major issues, all our findings will be disclosed in our comprehensive SEO audit on Thursday.

Financials 

There’ve been better times following a dreadful trading update today, as I argue in my post for www.fool.co.uk today.

You can read it here.

Revenues are rising, but core earnings and cash flows are below expectations — all of which doesn’t bode well for value creation.

Chief executive Chris Davies said that trading continues to be unpredictable, and after a reasonable July, we have seen softer market conditions in August.

This is obviously disappointing. As a result we are cautious on the outlook for the balance of the year and now expect full year earnings to be below current market expectations.”

If you want to discuss the prospects of higher tangible returns for HSS according to the alternative online strategy that we prepared, please contact our team at info@hedgingbeta.com

Alessandro Pasetti and Hedging Beta are not invested in any of the shares mentioned in this article.

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