$sth->bind_columns( \( @row{ @{$sth->{NAME_lc} } } ));
  # NAME_lc = lower case column name
  #    so it's equal to \@row{\@region} (and \@row{\@sales})
  # binds \$row{region} much as it would \$region
  while($sth->fetch)
  {
    # sets $row{region} with region's data
    # does same with sales
    print "$row{region}, $row{sales}\n";
    # since this is rebinded each time %row is overwritten
  }