How Department Stores Are Carried On Part 3

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 a.s.sortments 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 p.r.o.nounced 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, ill.u.s.tration, 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 quant.i.ty to be issued is first decided, depending upon the number of present customers to be provided for, and the additional quant.i.ty 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 s.p.a.ce 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 ill.u.s.trating. 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 pa.s.s 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 advertis.e.m.e.nt, 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 ill.u.s.trating the catalogue, and whose abilities and resources are sometimes taxed severely to get the work out as required.

The quant.i.ty 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 a.s.sociated 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, antic.i.p.ating 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 fas.h.i.+onable dress fabrics, knowing what styles in millinery, jackets, mantles, blouses, wrappers, etc., will prevail; seeking out, buying and arranging for quant.i.ties 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 ill.u.s.trate his goods where possible, the better to enable the customer to form an opinion as to the shape, style, appearance, etc. Valuable a.s.sistance 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 ill.u.s.trating, and is, therefore, ready with ideas and suggestions, which are utilized to the best advantage. Goods to be ill.u.s.trated 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, pa.s.ses 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 tr.i.m.m.i.n.g 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 ill.u.s.trations a.s.sist 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 pa.s.sing 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 pa.s.sing through so many different hands at different times, a constant check should be kept on it.

The copy and cuts, when submitted and pa.s.sed, 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 a.s.sists 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 st.i.tched, 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 s.p.a.ce 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, antic.i.p.ating 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 s.h.i.+pped, 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 cla.s.sified 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 a.s.sisting in the general effect.

Economy of s.p.a.ce 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 s.p.a.ce 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 s.p.a.ce. 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 s.p.a.ce 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.

While the catalogue is being compiled and printed, catalogue wrappers 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 s.p.a.ce for the name and address, and so the date and amount of each purchase is shown as it occurs, s.p.a.ce 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 quant.i.ties 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 ill.u.s.trated 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 partic.i.p.ate in any advantages they may bring through the medium of the newspaper advertis.e.m.e.nt as far as it reaches, and through such special distribution of advertising matter relative to these sales as is consistent with antic.i.p.ated 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 cla.s.ses, 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 s.p.a.ce, 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 s.p.a.ce 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 cas.h.i.+er 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 pa.s.s 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.