are being addressed to customers, and everything prepared for mailing.
The method of recording and permanently preserving customers' names and
addresses is deserving of attention here. That most in vogue is a system
of card indexing. The different towns in each State or Province are
written or printed on cards, and these are arranged alphabetically in
suitable cases, and ruled so as to show by months and years the amount
of business done in each town, and any other particulars required. The
name of each customer in the various towns is entered on a separate
record card, which is ruled, allowing space for the name and address,
and so the date and amount of each purchase is shown as it occurs, space
being left at the bottom of each column for total footings, and these
individual cards are filed under the town they belong to. Where the
towns have a large population and the number of customers is
correspondingly large, an auxiliary alphabetical index is used for easy
reference. The information recorded on these cards may be entered direct
from the orders themselves, or where the loose-leaf book system is used,
the sheets may be detached as required, and the information registered
direct from these sheets. Each drawer or compartment in which cards are
filed is labelled on the outside, to indicate its contents. Thus, when
recording an order, the first reference is to the town the order is
from, and then under this town is found the card with customer's name,
upon which entry is made, and the card put back in its proper place.
These cards, therefore, show at all times the name and address of each
customer, how much business each has done, and the total amount of
business done in each town. Previous to sending out catalogues, these
cards are all gone over carefully, and where customers have not ordered
within a certain time their cards are taken out. Where two or more names
in the same town, and evidently of the same family, appear, positive
information is obtained and acted upon, with a view to preventing a
waste of catalogues by sending more than one to the same family. The
list is thoroughly examined, checked, revised, and all old, dead matter
excluded before addressing catalogue wrappers, as sending out catalogues
to names that do not respond is a dead loss of postage, printed matter
and effort. A big advantage in keeping a mailing list on index cards is,
that they can be distributed among a large number of writers, and
thousands of wrappers written in a short time, which cannot be
conveniently done where kept in books; and the card system also keeps
the list neat and clean, while books, by reason of names being crossed
out, etc., always present anything but a good appearance. When wrappers
are addressed, they are all checked back and compared with cards, to
insure absolute correctness. All the wrappers for one town are usually
attached together and kept separate from other towns, and thus, when
mailing, all the catalogues going to any one town are put in a bag or
bags by themselves, which, while causing extra labor on the part of the
sender, insures correctness, and enables post office employees to handle
large quantities with great despatch. Printed envelopes bearing the
firm's name and address, and blank order forms, are usually enclosed for
the benefit of the customers.
The art of catalogue compiling and looking after its proper distribution
entails hard and extremely careful work. When finished and sent out, it
has to compete with other catalogues wherever it goes, and, as it is the
representative of the business, it must be complete in every detail, in
order to do its work well.
While the catalogue has its distinctive place as "The Steady Trade
Bringer" from out-of-town customers, yet much is accomplished by special
mail-order advertising. This embraces booklets, circulars, leaflets,
etc.; little pamphlets properly illustrated and well written dropped
into the people's homes through the medium of the letter, the parcel, or
both. Suggestions of seasonable goods, a special about furs when the
weather is cold, rubbers and waterproofs during the rainy season, hints
for weddings in June, light clothing for warm-weather wear, and so on
through the whole range of merchandise, keeping the business before the
public all the time with something new, attractive, seasonable. Where
"Special Sales" are inaugurated, such as "White Goods Sale," "Special
Furniture Sale," etc., shoppers from out of town are given an
opportunity to participate in any advantages they may bring through the
medium of the newspaper advertisement as far as it reaches, and through
such special distribution of advertising matter relative to these sales
as is consistent with anticipated profits. The Christmas season is
specially considered, the gift question in all its bearings duly
studied, planned and provided for in advance. Tuning the business up all
the time, keeping at a safe distance any danger of a relapse or "that
tired feeling," which may almost unsuspectingly creep into a business,
by administering these special advertising tonics, new, interesting and
helpful, the result of well-studied plans.
This process of continual construction is not built up alone by keeping
in constant touch with customers already secured, but by reaching out
for new trade among new people. Getting new names. Regular customers, on
request, readily contribute the names and addresses of possible
customers in their immediate vicinity. Special appeals made to special
classes, for a consideration, usually result in securing satisfactory
lists. These lists as received are compared with names already in use,
and all duplicates struck out, thus providing against the possibility of
sending the same matter to the same name twice. Securing these new names
is simply a part of the natural development of the catalogue trade.
Wisely considered, the development is both from within and from without.
From within, by adding new stocks to the business from time to time, as
space, resources and abilities permit; and from without, by adding new
and increased numbers to the purchasing list. From within, by getting
more goods to sell; and from without, by getting more people to buy. Not
only continuing to sell the same goods to the same people, but getting
more goods for these same people, and more people to buy these goods.
Instead of having the _dollar_ sent to some other business for lack of
goods, get that _dollar_ by having the goods, the effort being made to
build up the business and develop it on the lines of selling all the
people all their goods all the time. It is the understanding of this
principle and its working out through the catalogue and all other
auxiliary advertising, backed up by the goods required, that makes the
possibilities of this trade.
Receiving and Opening Mail.
While the catalogue is under course of construction, the whole
mail-order system should be thoroughly gone over, tightened up, well
oiled, improved where possible, and put in proper shape to handle the
large volume of business which is bound to come immediately after the
distribution of catalogues.
Where the mail is large, it is usually brought from the post office by
wagon, the smaller deliveries being brought by regular post office
carriers. All registered letters and parcels are carefully checked as to
number, by actual count, and compared with number entered on post office
registration sheets, before signing for them. Envelopes are first cut
open by one or more persons. Registered letters are kept separate from
all others, are distributed separately and accounted for before any
ordinary mail is handled. Each opener is held responsible for the
number of letters received, which are checked back, totalled, and the
totals must agree with the total number given out by the one in charge.
In the event of any error, it must be examined into at once and
everything made O. K. A positive check is kept upon all letters and
every precaution exercised to prevent the possibility of mistakes or
loss of any kind. Ordinary unregistered letters are treated in the same
careful manner. Special tables are provided for mail openers, and each
one occupies a separate space or division. When a letter is opened, the
amount enclosed (whether in bills, express orders, drafts, checks, post
office orders, stamps or silver) is carefully counted, checked and
entered on the order, totalled and compared with the amount customer
claims to have enclosed. If these agree, the amount is signed for by the
opener or stamped with an initial stamp, and the envelope is also
initialed. The money is usually placed directly on the order it belongs
to, both are put in a box or basket specially provided for the purpose,
and each succeeding letter, with the remittance it contains, follows in
its regular order as opened, until the mail is all completed. In some
cases the money and orders are separated at once. Each letter or order
is examined carefully, to see that the name and address are given, and
if not, the envelope should be attached for reference. If any samples
referring to orders are enclosed, they must be attached to the order,
and care exercised in attaching measurement forms, plans, or any
separate sheets bearing any relation to the order. Should there be any
difference in the amount received and the amount customer claims to have
enclosed, the attention of the one in charge must be called to it at
once, and, after thorough examination, be certified to by one or more.
Any omission of samples or enclosures of any kind, or any irregularities
of any character, must be reported immediately, examined into, and
certified to by those of recognized authority. Ordinary mail, such as
enquiries, requests for samples, etc., and all letters not containing
money, are kept separate from letters with money enclosed. Orders and
money are collected, and the cashier checks and counts all money over
again, comparing it with the amount entered on each order by the opener,
and, where O. K., stamps each order and envelope with a duplicate
consecutive numbering and date stamp. Thus, at almost the first stage of
handling an order, it receives its individual number, which is different
from the number appearing on any other order, and is used to identify it
through the different stages it may have to pass while being completed.
Envelopes are separated from orders, and each checker's envelopes put in
a package by themselves for reference. Should one be needed, the order
is first examined, and, as it bears the checker's signature, reference
is then made to that checker's package of envelopes, and the one
bearing the same number as the order is easily and quickly found.
Book-keeping, Buying, Checking, Etc.
Where the business is large, the country is usually divided up into
districts or sections, each division being designated by a letter; thus
one State or Province would be known as "A," and another as "B," and
these sections each usually have a head under the supervision of the
Manager. A simple form of cash book is largely made use of, by which the
number and amount of each order only is entered under its proper
division column. The totals of these columns must agree with the total
amount of cash received. Orders follow in their natural course to the
book-keepers, who, under the date received, enter the orders in regular
order by number, name and address, and credit the customer with the
amount received. Cashier and book-keepers are able to compare entries by
number and amount, and should always agree. All orders, after being
entered in the books, are generally examined by one or more appointed
for this work, who note anything of importance on the order, marking it
in such a manner as to attract special attention. Bargains on sale that
day, which are usually marked "Rush," requests to have goods delivered
by a certain time, enclosed with a shipment made by another house, or
with goods already bought and holding; in fact, anything and everything
requiring any particular or extra care, so that no omission of
instructions will occur, and that the detail of each order shall be
distinctly carried out. All requests for samples, catalogues, etc., are
put in hand at once, so that this work is being done promptly, and while
the other work in connection with the order is being carried on. All
orders, after being examined, everything noted and all specials sorted
out, are classified into large, small or medium. All orders for only one
article, such as gloves, drugs, jewelry, books, etc., are separated from
orders for miscellaneous merchandise, all credits referred to looked
up, and everything put into complete shape for buyers to handle. As
orders are distributed among the buyers, they are charged with the
number received, and are individually held responsible for all orders
while in their possession. In some cases buyers are not used, but orders
are copied on requisition sheets, and sent to the different departments
to be filled; but where a large retail business is done, the method of
using buyers is largely adopted. The buyers' duties are many, and a
great deal depends upon their ability and skill. They are expected to
keep a record of all orders received and how disposed of. Their orders
must be read carefully and thoroughly understood; if they lack any
information, such as color, size, samples, or any errors in extensions
or additions, they must be observed, and, where necessary, consulted
about. All requests for estimates or prices asked for on orders must be
got from the proper department, written up clearly, and have the
signature of one whose authority is recognized. Where goods are going by
express or freight, the buyers usually make use of a purchasing card.
They are provided with check books, and, as they visit the different
departments and make their selections, they make out a check in
duplicate for each purchase, leaving both with the salesperson. The top
check is sent with the goods to the mail-order sorting section, and the
duplicate is sent to the cash office, just the same as though it were
actual money. This duplicate check represents so much money and is taken
in payment for goods. Great care is exercised in making out these
checks. Not only is one half treated as cash, but the other half goes
with the goods direct to the customers, showing them exactly how their
money has been spent. These checks must be written plainly with good
figures, and give a full description of goods, prices, etc. The date,
exact time purchase is made, the department bought from, sales number
and order number, must all appear on each check, and all have such
important relations to the work that any omission or carelessness cannot
be allowed. On their purchasing card they enter the number of the order
they are buying, and enter this same number on every check belonging to
that order, also entering each purchase as bought on the purchasing card
by department, sales number, and amount. When the purchase is completed,
the order and purchasing card are handed to a shipping clerk, who
examines the order as to shipping instructions, enters the name and
address and how goods are to be shipped on this card, when they are
passed to a clerk who examines the order carefully, to see that
everything has been bought correctly, no omissions made, all additions
correct, and who, when satisfied that the order is executed properly in
every particular, sends the order with proper charge slip attached back
to the book-keeper, and the purchasing card is sent to the sorting or
inspecting room, where goods in the meantime have been sent.
Assembling and Packing Mail-Order Goods.
This assembling section is arranged to provide space for goods until
each order is completed. Under a system largely made use of by several
houses, the original number stamped on the order and entered by the
buyer on every check belonging to that order is here made use of as the
sorting number. Sorting tables are arranged for receiving goods, and are
numbered from one to ten. Checks accompany all goods, and if the number
of the check is say 2,617, the goods are placed on No. 7 table; if check
is number 2,618, goods would be placed on No. 8 table, and so on. The
last figure on every check denotes the table it is to be placed on, and,
as orders are numbered consecutively as they are received, the goods are
very evenly distributed over the ten tables; and, as all numbers must
end in some figure between one and ten, the ten tables thus provide for
all numbers.
Shelving is partitioned off back of these tables with a space of about
eighteen inches square in each compartment. These compartments are four
or more high and as many in number as the business demands. While the
last figure in any check number denotes the table it is to be placed on,
so the last two figures are made use of to indicate what particular
compartment the goods are to be placed in. Thus, check No. 2,617 and
goods go to No. 7 table, and when placed go to No. 17 compartment; No.
2,627 with goods go to No. 7 table and No. 27 compartment, and so on,
sufficient space being provided for the repetition of these endings as
required. No. 2,617 being entered on checks belonging to Mr. Blank's
order, and this number appearing on his checks only, all his goods find
their way to No. 7 table, and are placed in No. 17 compartment, and
checks are filed in this compartment as goods are placed. The purchasing
card used by the buyer, and on which the order number and all the items
bought appear, is carefully compared with checks, and when checks
representing all goods on this card are received the order is complete
and ready for packing. All goods as received on sorting tables are
opened up, looked over carefully, checked, weighed, measured, colors,
sizes, qualities and quantities critically examined, compared with
description, and particulars given on checks; and if not satisfactory
must be set aside and refused until made O. K. When an order is
complete, the goods and card are taken from this inspecting section and
sent to the express or freight-packing section of the shipping room,
each lot of goods being kept in a separate compartment until packed.
Experienced packers are employed, who again, and finally, compare goods
with bills, and check everything carefully while packing. According to
the nature of the goods, they are wrapped in paper, boxed, baled or
crated, entered up in shipping books according to shipping instructions
on card, and handed over to the different transportation companies as
called for, and cards are filed for reference.
Goods Sent by Mail, Correspondence, Paying for Goods, Etc.
Where goods are ordered to go by mail, checks are made out as before,
but with this usual difference, that buyers retain the top check and
bring the goods with them. Each item as bought is entered by department,
sales number and amount on a shipping and charge sheet. When an order
going by mail is all bought, it is carefully checked by the buyer,
weighed, and the amount of postage determined as near as possible, when
goods and order are handed to shipping clerk, who enters the name and
address on the shipping slip, when all are passed to the mailing
section, where goods are carefully checked, wrapped, weighed, amount of
postage determined, parcels addressed, stamps put on, entered by name,
address and amount of postage in a parcel-mailing book, and placed on
sorting table, after which they are sorted and placed into different
bags by State, Province, or whatever division of parcels the post office
authorities may name, that will facilitate rapid handling and quick
despatch. Should a parcel, when wrapped, require more postage than
customer has allowed money for, it should be laid aside, and the head of
division should determine whether to hold parcel and write for the
additional amount required, omit something from the parcel, or allow the
customer to remit the balance due. Where small amounts are to be
returned to customers, in some cases their particular parcels, as
wrapped, may be left open at one end and placed on a separate table,
where, after checking, a small envelope containing the amount to be
returned may be enclosed in the parcel. These little envelopes may be
prepared in advance and placed in separate divisions, all one-cent
envelopes being in one space, all two-cent envelopes in another, and so
on, so that the work can be done rapidly, and a great saving effected
in postage on letters which otherwise would require to be written in
order to return the balance due. All registered parcels are kept
separate and signed for by the post office authorities. It is easy at
any time, by reference, to find out exactly how a package was addressed,
how much postage was put on the parcel, how much money was enclosed,
whether registered or not, and just what mail it was sent out on.
All orders, when properly checked, should be passed back to the
book-keepers, who, having made the original entry and credited the cash
when the order was first received and before goods were bought, may now
refer to that order number, name and address again, and charge the
customer with amount of goods sent, amount of postage paid, and cash
returned, or remaining to be returned, thus balancing the account. A
simple index system may be made use of for any debit or credit balances
that may require to be kept. Orders pass on to heads of divisions, who
examine all carefully, sorting out any that may be replied to by form
cards or letters, seeing that all necessary explanations and enquiries
have been submitted, made and signed by those authorized, and that they
are satisfactory, and who dictates all necessary replies. All replies,
when dictated and type-written, are handed back for examination, and,
when correct, are signed and given to cashier, who encloses any balance
to be returned, keeping a record of the same by number and amount, when
the letters are sent to the mailing section, stamped and mailed, and
orders sent to be filed with copy of reply attached.
The graphophone system of dictating and reproducing is largely made use
of in place of shorthand where the business is large, and is found to
greatly facilitate the handling of correspondence.
Personal representation of the customers by everyone associated with
the different departments is especially encouraged. The buyer who
visits the departments cannot be compelled to accept anything except
what in her judgment is O. K. She represents the customers absolutely,
stands in their place, and studies their interests at every turn, and
this same personal interest is specially observed by every individual
clerk in whatever relation they may bear to orders or goods passing
through their hands.
The payment for goods purchased by the mail-order department is
extremely simple. The duplicate checks made out by buyers and given to
salespeople when selecting goods represent so much money, and are sent
to the cash office immediately. They are collected here and sent to the
check office or auditing department daily, where they are all audited.
The total amount of these checks represents the total amount of goods
bought that day, and the mail-order cashier thus hands over the exact
amount required to pay for goods received. As these checks also show
the different departments goods have been purchased from, they are all
sorted out by departments, and each department, therefore, receives
credit for its share of the money.
Likewise is it easy to know at all times just what percentage of cost
the total mail-order expense is upon the business done. The mail order
expense properly consists of its share of light, heat, power and rental,
sundry expenses, such as stationery, office fixtures, furniture and
wages paid. The wages list, properly divided, should show how much is
paid for buying, book-keeping, type-writing, samples, checking, packing,
etc., and if wages paid in each division week by week and the amount of
business done are compared with any previous week's expenses and
business, the department is promptly made aware of any unnecessary
increased expense, just exactly where that unnecessary increase is, and
the remedy may be applied at once. The catalogue expense may also be
readily arrived at. The total issue costs a certain amount, and
according to the number of pages each department occupies, so in this
proportion may be estimated each one's share in the expense. Each
department manager, knowing what his catalogue space may have cost for a
certain issue, and what amount of business he may have done from that
issue, can estimate exactly what percentage of cost his mail-order
advertising is upon his sales, while the total catalogue expense for any
one issue may be added to the other total mail-order expense for that
time, and the exact percentage of cost may be arrived at upon the total
amount of mail-order business done. Such a system may be adopted and
made actual use of that will point out at once the exact condition of
every part of this business, and provide a safety valve which will
indicate at all times the true profit or loss, and through just what
channel that loss or gain accrues.
Filing Correspondence.
Systems of filing differ, but where the business is large, one of two
methods is largely adopted, that is filing either by number or place.
When filed by number, the original number stamped on the order is made
use of for filing purposes.