Frank M. Jaehnert
Analyst · Bank of America Merrill Lynch
Okay. Well, your first question, I forgot the first question. First question about, -- oh, why did we take out -- why did I take out the incentive compensation. You're absolutely correct. And while I was answering this question, I was wondering -- I think Mig asked the question, whether we had included incentive compensation or not, right? But you're absolutely right. If you talked about normalized earnings the incentive compensation should be assumed at a certain level, it should not be excluded, right? The incremental investment or the double investment, so to speak, should be excluded because it's a temporary thing, but incentive compensation would be not taken out. So I think that probably clarifies this. And the second question is we have, over decades, in our Catalog business, we had prices which were higher than competition. In most cases, premium products, premium prices. And whenever we adjusted pricing to a lower level, what we would experience is, less sales, less profit. And there was really no price elasticity. So this is -- that's the starting point. As we transition more and more to the Internet, this changes so that we still have customers who are actually insensitive, buying on the Catalog, but the online customers are much more price-sensitive. And actually, our reduction price online leads to a meaningful increase in volume. And so that's what we are, what we've been testing and we have concluded after observing this for a while that now is the right time to make some of those adjustments. But it's not like we are sitting there and ignored it, but history just showed us really there was no price elasticity, but we see more and more on the online site price elasticity. And we believe that our Catalog customers not only look at catalogs nowadays, they also go online and check out us and competitors and that's why we talk about increased price transparency so we think our online -- our offline customer are also becoming much more price conscientious than they used to be. And there's, after 4 or 5 years of recession, I think it also leads to more price consciousness of our customers in general. So it's not that we are looking -- we are ignoring it on -- didn't do any price test, but we just feel now is the time to make some adjustments.