They took their stores, divided them into three segments, a third of the stores they randomly assigned to an 8 percent increase pricing treatment, which means they increase their prices by 8 percent. Another they left as a control, they didn't do anything to it. The other third, they decreased prices by 8 percent.
In the Hi-Lo treatment:
So what you see in that case, the Hi-Lo treatment - there is no decrease in unit movement compared to the control movement. So in terms of a price elasticity it means that price elasticity is zero, which if you go back and look at some of my calculations, I computed that the price - category price elasticity as being elastic, I'm thinking it's somewhere around -.5 or -.8, something in that range. Now if you look at it in terms of profits, by increasing prices 8 percent they made 11 percent increase in profits. Now the difference here is they're thinking about 8 percent in the experimental design there was some problems and they didn't do all the prices uniformly increased, they still have some of these features and promotions. So the point is that if we would move everything up we would be doing better. It's not the 20 percent we were predicting, but it's still moving in the right direction.
In the EDLP treatment: The other thing is if they were to decrease their prices by 8 percent, the result is they would get a 3 percent increase in movement, so if you compare this to what my models say, somewhere around -25 is the category loss, here you are thinking about a category loss of 3/8ths. So you know, it's not perfect, but it's still, this is 16 weeks and I've got 120 weeks.