Question-and-Answer Session
Operator
(Operator instructions) Let's take our first question from Jim Duffy with Thomas Weisel.
Jim Duffy – Thomas Weisel
First, nice job on the comps in what's a difficult environment. Can you guys speak a little bit about what you're doing differently from an advertising standpoint? I know you talked about that a little bit last quarter, but if there is any more findings of some of the programs that have really been working well, and you're putting maybe more wood behind that arrow?
Dennis Highby
Jim, this is Dennis. I think one thing that we've spent a lot of time doing is looking at the customer base that we have – I'm sure Pat might want to add something to this, but we're just doing a better job, getting ads to the consumer that are going to spend money. The other thing we're doing is actually improving the productivity of the ads are just better merchandising. Pat, I don't know if you want to add anything to that?
Pat Snyder
No, I think that pretty well sums it up. We're very pleased with the product selection we've made, and can see that it's lifting the sales in our retail stores. As we measure that, we look at what it costs for $1 worth versus advertising versus how much we left in sales, and we've seen a significant improvement in that area. And the second part is really analyzing our customers and how do we deliver that media to them to make it more cost efficient and more effective.
Jim Duffy – Thomas Weisel
Okay. Very helpful. And then I didn't hear you guys mention particular categories within the stores that were, were some stronger than others I'm sure. Seems like it would have been a tough quarter for fishing.
Dennis Highby
Some of the slower categories as you know marine was tough. Fishing was slow. Hunting, clothing isn't a big category in the spring, but it was slower than normal. Some of the items that were strong. Some categories just in general, hunting equipment continues to be strong. Camping is a great category. Believe it or not, boats by themselves had some strength, and clothing in general was pretty good in that quarter.
Jim Duffy – Thomas Weisel
Okay. And then Ralph, Dennis spoke to $200 million to $250 million in opportunity capital that you think you can free up over the next two to three years, can you provide a little bit more detail about the components of that?
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