very small way: it began with a few requests from customers out of town
asking for samples and prices of certain goods, a few letters of enquiry
regarding one thing and another. These requests and enquiries, properly
answered, brought in the first orders, which were carefully filled to
the satisfaction of the customers. They told their friends about it, and
more enquiries were answered, more orders received. This encouraged some
effort, and special circulars or booklets were issued telling about the
store and goods. These were mailed to regular customers, and a few
thousand extra sent to carefully-selected names of possible customers,
until gradually extra help was required to attend to these orders, to
answer the correspondence, etc.; and it was found necessary to
systematize this branch of the work, to organize and establish a
"Mail-Order Department." The mail-order trade grew up side by side with
the store trade. When the store was young and variety of goods small,
the mail-order trade was limited; but as the store grew, as extra space
was needed for increased service, and new goods and new departments were
rapidly added, the mail-order trade increased in proportion, keeping
abreast of it all the time.
Mail-order customers could not know but very little about the house they
dealt with except through advertisements, or from hearsay, and,
therefore, the reputation of the business depended upon the goods sent
and the treatment they received. The foundation of this business was
well laid from the beginning. The principles inculcated were that a
clear understanding must exist between the house and the customers--that
goods would not be misrepresented, that customers would be told in plain
words what they were, and that they would be found to be exactly as
represented, or that their money would be refunded; and that's what
they wanted.
The management and method were perfected, and the responsibility of
handling the business fully recognized, and an honest endeavor made to
satisfy every reasonable demand. They realized that it is one thing to
create a business of this kind, and another thing to retain it; that it
costs more to get a new customer than to retain one already secured.
Anything, therefore, that would destroy the confidence of a customer in
the house or leave an impression that would tend to injure trade must be
strongly condemned, and to strengthen this position a personal interest
in every order was encouraged and insisted upon. Mail-order buyers must
learn to interpret the customers' wants, and see that the detail of
every order is carefully attended to. The correspondence must contain
the fullest explanations; the goods must always be properly checked,
packed and shipped; and every head of every department must take a
lively interest in this work, and impart that interest to the
salespeople; and only so far as this personal interest extends, from
cash boy to president, does the business prosper.
Upon this foundation has been raised a business of such proportions that
it scarcely knows any limits, and wherever telephone or telegraph, mail
or express, reaches, there you will find this business represented.
Distance makes no difference. Customers served at any time and in any
place. Catalogues, representative of the entire stocks of these large
houses, are issued from time to time, and regularly find their way into
the people's homes, no expense being spared to keep customers informed
regarding goods and prices. The methods employed have won their trade,
and fair treatment retains it. The tremendous growth of this business is
the most satisfactory proof that it has succeeded. It clearly
demonstrates that they have the confidence of their customers
everywhere, that buying in this way is becoming better understood and
appreciated; and that the method of shopping by mail is no longer an
experiment, but, beyond argument, is an acknowledged success. A
perfectly organized mail-order department is a distributing agency for
the whole country, requiring a perfect system, demanding intelligence,
exactitude, and promptness, carefulness in filling, and despatch in
sending orders.
It reaches out for the trade of people in distant towns and villages.
These places are full of bright, intelligent people, whose ability to
buy is unquestioned. They are reached only by intelligent and truthful
advertising. The mails take the counters of the big stores to the doors
of these people. They like to shop by mail. They like to get samples and
catalogues, and to make a selection of city goods, being strongly
impressed that they get something different from what the local dealer
supplies; something their neighbors haven't got, something stylish,
exclusive. The means of communication are better and quicker than ever
before. Whoever can write a letter can send for nearly everything they
want. Wherever the catalogue goes the store goes.
Some of the appeals made, statements advanced, and arguments used to
influence and encourage trade among out-of-town customers might be
classified as follows:
Whenever you order, always bear this in mind, that if you don't get
goods as represented, back goes your money to you as soon as you want
it.
The smallest order you send will receive the same prompt and careful
attention as if it were ever so large.
Where you and your neighbors order together, goods can be packed
separately and forwarded in one shipment, thus making the charges low.
Selling goods at fair prices every day should interest you.
It may be a satisfaction to select goods yourself, but your orders by
mail will be promptly and faithfully executed.
Out-of-town customers always get the benefit of any reduction in the
price of goods.
Freight is a small item where customers are saved many times the cost of
transportation.
You are at absolutely no risk whatever in ordering by mail, as you
always get the best and pay the least.
Samples and prices are sent free of charge, therefore there need be no
hesitation in asking for them.
A trial order will convince you that it will be filled carefully and
promptly.
If goods are not all right, you don't have to keep them.
The goods offered are bought for cash in large quantities, sold direct
to customers for cash and not through agents, therefore the traveling
man's salary and expenses, the middleman's profits, his losses and poor
accounts, are not paid by you.
Mistakes are rarely made; but always rectified.
Where there is the slightest cause for complaint, if you write fully,
everything will always promptly be made right.
The bigger saving is made on the bigger order you send.
No charge is made for packing goods, and they always open up in
first-class condition.
Your money is refunded every time if you are not satisfied. Goods are
bought direct from the manufacturer, and then go direct to you.
Your smallest order will be filled at the same price as the customer who
buys a thousand dollars worth. Goods marked at one price only.
Isn't it much more satisfactory and much easier to sit down at home,
look over the catalogue, select the goods required and mail your order,
than to depend upon stores where the stock is small as well as
assortments incomplete, and get something that does not give you half
satisfaction, notwithstanding that you do pay an extravagant price?
If an error is made, and it's not your fault, you are not asked to pay
any expense incurred.
Some of the most successful men of the day give you in the catalogue
sent the benefit of their thought, experience and hard work.
It may be a surprise to compare catalogue prices with others, but always
a favorable one for the catalogue.
Confidence in the goods offered at the prices asked was established long
ago.
The man is prosperous who saves a dollar on this and a half dollar on
that: the prices quoted help you in this direction.
The goods offered are _exceptional_, on account of the price; and
_rare_, because of their exclusive style.
Honest value is guaranteed for every cent you send, or it is sent back
again.
It pays you to deal where no false representations are made, but where
goods are sold exactly as advertised.
The goods offered are honest, the prices are right, customers are
every-day honest people; and that's why it's easy to do business
together.
You don't save the freight when you buy at home; the freight and a big
profit as well are added in the price.
The whole truth of the matter is--_what promises are made, are kept_.
It is the belief engendered in the truth of these and other statements,
the influence they exert in convincing, and the persistent method of
keeping it up, that attracts this particular trade; and the faithfulness
with which all promises are kept, all obligations fulfilled, that builds
the business up on the lines of perfect confidence and retains it.
All may not be agreed upon the effect the response to this method of
doing business has upon the country at large; but it is, nevertheless, a
fact that the people everywhere are giving their material support to
houses whose advocated policy is to supply them everything on which
they can save them money, and it has proved to be a pronounced success
to the promoters.
The possibilities of increased trade through the medium of the
mail-order department appear almost unlimited. The amount of business
that may be done has evidently never yet been measured, and no other
branch of the business is apparently as capable of as large development
as the mail-order trade.
Catalogues.
The general catalogue of Department Stores stands in the same relation
to the mail-order trade as the newspaper does to the store trade. It is
the chief medium for mail-order advertising. Though supplemented in
various ways by special advertising, yet the catalogue stands distinctly
alone as the indispensable means for securing and retaining the trade of
out-of-town customers; and bearing this important relation to the
business, extraordinary care is exercised in its preparation from start
to finish. It is the silent traveler, the individual salesman; and as
the highly successful representative salesman must have qualifications
that bring business, so the catalogue must have the essentials which
will insure successful results. These consist of appearance, paper,
printing, illustration, arrangement, description, goods, prices, etc.;
all of which must be thoroughly understood and intelligently carried
out, not only in the relations they bear to each other, but also in the
relations they all bear to the general effect and result.
The quantity to be issued is first decided, depending upon the number of
present customers to be provided for, and the additional quantity
required for extra circulation to influence new trade, which increase
depends upon the amount of new business likely to be done, and the
appropriation for which is usually determined upon a percentage of the
profits. Next in order for consideration, is the size of the catalogue.
The number of pages varies slightly, according as it is a spring or fall
issue, and any increase from previous issues is governed by the addition
of new stocks into the business. If new departments have been added,
additional space must be made in the catalogue to provide for them. The
paper is next selected. The size of the sheet must be accurately
determined and the weight fixed, having due reference to the weight of
the book when completed, as the postage for mailing is an important
factor in the cost, and an extra ounce over weight might mean a great
additional expense. The inside paper should be light but strong, and of
such a color and finish as to produce the best effect with whatever
character of cuts are used in illustrating. Particular attention must be
paid to the cover paper, it must be of suitable weight and color and of
a high finish, capable of producing a superior cut in colors, and extra
strong, in order to stand handling. Tons of paper are required for the
issue of a catalogue, which is usually bought direct from the mills,
being manufactured expressly to order as to size, quality and finish
specified, and delivered as required.
The cover design must be decided upon early, giving the artist time to
fully complete his drawing, and the engraver time to execute his best
work. It must also pass through experimental stages with the printer,
possibly proving in a variety of colors, criticising and comparing,
until the best effect is secured and selection is made; and to do this
and work off thousands of covers, and have each one perfect, the work
must not be hurried. The cover design must be good, both front and back.
It should interest and attract, and at first glance create a favorable
impression. It should be a quick-acting advertisement, characteristic of
the business, telling the reader instantly what it is about, so
distinctly individual and striking that it insures attention like a
flash. A good cover design is a most important feature of any catalogue,
requiring originality of conception and the best artistic engraving and
printing skill in its execution. Such a cover is always worth infinitely
more than it costs.
Arrangements are next made with engraving companies whose artists and
engravers are to prepare the drawings and provide the cuts used in
illustrating the catalogue, and whose abilities and resources are
sometimes taxed severely to get the work out as required.
The quantity to be issued and the size of the book being determined,
paper selected, and artists and engravers secured, the work of compiling
the catalogue begins. General catalogues are issued semi-annually,
usually in March and September. A definite date is fixed when the
catalogue is to be completed, and everyone associated with it in any way
must work to that end; not always easily accomplished, but possible, and
therefore insisted upon. Blank books are usually provided heads of
departments, who are expected to use them, thus preserving a uniformity
in the preparation of copy, and facilitating the work of the catalogue
manager and printer. For months previous to the issue of the catalogue
the buyers have been securing goods from everywhere, planning ahead,
anticipating the wants of customers by making extensive preparations
for the future. The world's markets must be visited and examined into,
finding out what is new in this line, what change in that, whether this
new idea in lamp goods is what the people will want, what designs in
baby carriages are new and attractive, whether this style of boys'
clothing is correct or not, knowing the latest ideas in gloves, laces,
ribbons, handkerchiefs, fancy goods, etc.; securing the newest and most
fashionable dress fabrics, knowing what styles in millinery, jackets,
mantles, blouses, wrappers, etc., will prevail; seeking out, buying and
arranging for quantities and deliveries to meet the demands of the
trade--in fact, going over the whole range of merchandise.
The department manager's selections from these goods, as to quality,
variety and price, must be carefully made, keeping in view the character
of the trade appealed to and being governed in this by his experience
and knowledge of its requirements. His descriptions must be accurate
and short, but comprehensive, telling exactly what the goods are, giving
the facts in a clear, truthful and intelligent manner. He must
illustrate his goods where possible, the better to enable the customer
to form an opinion as to the shape, style, appearance, etc. Valuable
assistance is rendered heads of departments in this particular by the
catalogue manager, who, by reason of his work, has made careful
comparison of other catalogues, and has kept in constant touch with
everything new in the way of illustrating, and is, therefore, ready with
ideas and suggestions, which are utilized to the best advantage. Goods
to be illustrated are set aside, the artist is given full instructions
as to what is desired, style and size of cut required, grouping of
articles or figures, etc., and the work is put in hand. Drawings are
submitted to catalogue manager, who with head of department examines the
work, suggests the necessary changes, criticises carefully, points out
any defects, and, when satisfactory, passes them. Each drawing must be
examined minutely. The pose of this figure, the artistic arrangement of
this group of figures, whether the arm is too short or too long, or any
part out of proper proportion; the way this skirt hangs, and the effect
that fold produces, the completeness and accuracy with which the detail
of trimming is shown; whether this hat or bonnet should be shown with
front, side, or back view, the faces to be baby-like, youthful, or
otherwise, thus indicating who suitable and intended for; in fact, all
the detail of all drawings should be examined most carefully, to know
that they are exact representations of the goods, with a suggestion as
to their uses, and that the effect is pleasing and attractive.
The finished cuts soon follow, with proofs of the same. These proofs
should be clear and distinct. The illustrations assist in selling the
goods, are a necessary expense, and must do justice to the goods. Copy,
when handed in from department managers to catalogue department, should
be accompanied with all the cuts to be used. Each cut should be numbered
and its corresponding number should appear in the copy where the cut is
intended to go, and, where possible, all goods should be numbered, to
facilitate ordering, care being exercised that no numbers are
duplicated. The copy, as submitted, must all be carefully read by the
catalogue manager, all cuts examined and compared as to numbers, etc.,
to see that none are missing and that all appear in their proper places;
anything not satisfactory must be explained, the grammatical
construction should be carefully watched, and he is expected to satisfy
himself fully that everything about the copy is positively O. K. before
passing it. A complete record should be kept of the number of pages of
copy handed in from each department, and the number of cuts received,
together with date. Also when copy and cuts are given to printer, and
when and what proofs are returned from printer and given back to the
several departments, as, where copy and proofs are passing through so
many different hands at different times, a constant check should be kept
on it.
The copy and cuts, when submitted and passed, are handed over to the
printer, an effort being made to get them in his hands in the order they
should appear in the catalogue, which greatly facilitates his work in
many ways, and materially assists in getting the whole catalogue
completed much more quickly. Proofs of the catalogue, as set up, are
very carefully examined, the arrangement of matter and cuts given
special attention, and when every page is entirely satisfactory it is
finally O. K.'d. Electrotype or stereotype plates are then made from the
type, and these plates handed over to the pressroom, when the work of
printing begins. As fast as possible, the forms are printed, folded,
gathered and stitched, covers put on, books trimmed and completed.
Special attention is given to preparation of index; every page is gone
over carefully, and, as far as possible, every line of goods appearing
in the catalogue is alphabetically arranged in the index, thus providing
an easy reference to whatever goods customers may wish to select.
Certain space in catalogue is devoted to giving instructions to shoppers
by mail, and too much care cannot be exercised in their preparation.
They should be short, but cover the ground completely, giving customers
whatever information they need to order intelligently, anticipating all
contingencies, thus preventing delay, misunderstanding and
inconvenience. People are forgetful, and this information, if referred
to, acts as a constant reminder. The special points emphasized to
customers are--to always write their name, post office, and State or
Province, state how much money is enclosed, how and where they want
goods shipped, and, if goods are ordered by mail, to enclose sufficient
extra for postage and, where necessary, for insurance or registration.
They are requested to send remittances by express order, post office
order, or other safe means, and cautioned against sending by
unregistered mail; to order by number and page in catalogue, and, when
requesting samples sent, to state definitely what is required, color,
quality, price, etc., so that a suitable selection may be forwarded.
Where goods for any reason are returned, they are specially reminded to
put their name on the parcel, so that it may be identified at once. They
are encouraged to order by freight where possible, to economize on the
charges, and to club together with other customers in ordering, for the
same reason. They are told definitely what to do in case of delays,
complaints or exchanges, and sufficient information is given and
classified in such a manner that, if referred to and made use of as
intended, there is very little liability of any serious difficulty
arising. It won't do to take it for granted that customers always
understand what to do. They must be reminded of certain requirements
under certain conditions, and largely educated in this direction, and,
therefore, instructions to shoppers by mail bear no unimportant relation
to the business, and must always be clear, intelligent and complete.
The general arrangement of the catalogue should be studied, with a view
to having departments of a similar character grouped together, thus
assisting in the general effect.
Economy of space should be studied on every page. While cuts should, as
far as possible, be of uniform size, yet they must be no larger than
actually necessary to show goods properly, as space occupied by cuts
larger than are needed is money wasted. Position and arrangement of cuts
can be so studied as to greatly reduce the cost of space. Printed matter
must be set close to cuts, and while type selected must be clear and
easy to read, yet it must not be large. An understanding should exist
with the printer that the matter must be set to save space wherever
consistent, and any carelessness or neglect in this respect should be
observed and effectually stopped at once. A saving of five pages in a
catalogue by watching the size of cuts, their arrangement, the setting
of the type, etc., if the issue should be say two hundred thousand,
means a million pages of paper saved, outside of any saving in
composition, presswork, etc. Such arrangements should be made with the
printers as will insure good work throughout. The good effect desired in
the special care exercised in preparation of copy, getting drawings and
cuts made, etc., can be largely reduced by hasty and careless
composition, poor ink, and lack of proper attention to presswork and
binding. The printer, therefore, should be wisely selected, one in whom
confidence can be placed, who knows how to set it up in the way it will
look well, and will use his knowledge so that the catalogue, as
representative of the business, will be satisfactory in this particular.