Top Highlights

• That is, people who receive the mailer come to the store more and, when at the store, buy more. But, better still, there is a very significant improvement in gross margin.
• sports sponsorship, naming rights to events or properties, and advertising
• in branding and customer equity—a total of 27 percent for the high performers versus 18.5 percent for the low performers.
• marketing, emphasizing the cool designs and product innovations.
• Test-drives are a leading metric that point to future sales.