Ok, the company executing the catalog mail/holdout test had their own Visa Card. And in an interesting turn of fate, the Credit Division decided to help out with the results of the analysis. They promised to match all orders across all retailers to the customers involved in a catalog mail/holdout test.
In other words, this company could see if the catalog drove sales to competitors, or if the catalog cannibalized (stole) sales from competitors.
What was the most interesting finding?
- For every four dollars ($4) of incremental sales driven by the catalog, another six dollars ($6) of incremental sales were driven to Amazon.