12/26/12 – 1/3/13Semi-Annual Sale Catalog

Source: MBS

Metric TYTY

Control/ Not

Mailed

TY Increment

alLY

Mailed/Contacted 520,993     549,879

Responders 47,866     36,292

Response Rate 9.2% 8.3% 0.90% 6.6%

Net Sales $12,106,464

$10,987,742 9.24% $8,187,698

Margin 60.5% 61% -0.1% 56.5%

Sales per Responder $252.92 $253.96 ($1.04) $225.61

Sales per Contact $23.24 $21.09 $2.15 $14.89

Cost per Piece $0.46     $0.72

Contr per Contact $13.60 $12.78 $0.81 $7.69

ROI $29.57     $10.68

TY list selection was TOP of 12 month RFM segmentation; LY was old segmentation

Metric TY - Postcard

TY Control/

Not Mailed

TY Increment

alLY -

Catalog

Mailed/Contacted 624,279     459,673

Responders 64,176     41,371

Response Rate 10.3% 9.8% 0.5% 9.0%

Net Sales $13,003,819

$12,279,568 5.90% $9,459,795

Margin 61.1% 61.7% -0.60% 61.2%

Sales per Responder $202.63 $201.66 $0.97 $228.66

Sales per Contact $20.83 $19.67 $1.16 $20.58

Cost per Piece $0.33     $0.57

Contr per Contact $12.40 $12.14 $0.26 $12.02

ROI $37.57     $21.10

1/4/13 – 2/2/13Clearance Postcard

Source: MBS