The general understanding existing with Department Stores concerning merchandise sold is, that if for any reason it is not satisfactory it may be returned and exchanged or money refunded, on customer's request. This understanding, however, has some qualifications,—such as articles that have been worn, when such a time has elapsed between the purchase and return as to render articles unsalable, goods made to order according to measurements, toilet goods, etc.; but, with few exceptions, the almost unalterable rule is to exchange cheerfully, to avoid unnecessary questions or remarks, rather preferring to be occasionally the subject of imposition than to leave an unpleasant impression. Where an exchange is desired in the same department as purchase was originally made, an exchange bill is issued. Should the customer select other goods of less value than the exchange bill, the cash office, when new check and exchange bill are received, will return the difference in change. The exchange bill, when signed by the head of a department, or one authorized, is good for its value in any department; and should the customer not be able to make a suitable selection, this bill, when properly stamped or signed, is good for cash on presentation. These exchanges, as collected and audited, are usually deducted from each department's daily sales.
Floor Managers and Ushers.
Floor managers must be thoroughly familiar with and see to the enforcement of the rules of the house, as applied to their sections. They must see that each department in their division is promptly prepared for business, covers off, and everything in order, and must have a general supervision over their division. Aisle space, circles and fixtures must be kept scrupulously clean. All cardboard, paper, twine, boxes, etc., removed from goods sold during the day, must be sent from the departments at regular intervals, and not allowed to accumulate and present an untidy appearance, being first thoroughly examined, to see that no goods are contained. Sweeping should be avoided as much as possible during the day, but the departments at all times must be neat and clean in appearance. They should not allow cash boys or parcel boys to loiter in their division, and should see that all customers are properly served, and the greatest courtesy and politeness shown them, whether buying or simply looking at goods. Strangers from out of town visiting the store should be made to feel at home, and particular attention paid them. Should they desire to be shown through the store, it should be arranged. They should be impressed with the manner of doing business, and this effect is best secured where consideration is shown them. It is better to answer the inquiries of customers by accompanying them to the department asked for and requesting a salesperson to wait on them, rather than pointing to that department, and much better to name the salesperson than to use the word "forward." They should see that goods do not collect at any time at the parcel desks, but that they are removed by carriers promptly. They should attend, in case of sickness or accident, to any customer, see that they are taken at once to the place provided, and report the same. Any claims or complaints of customers should be referred to them, and their best efforts used to adjust any errors made, and, where necessary, refer them to the Complaint Department. They should see that customers returning goods for exchange, or desiring money returned, are promptly and properly served. They should bring to the notice of the house the existence of inefficient or inattentive help, and report anything which in their judgment should have attention.
Making Out Checks, Etc.
This is not as simple as it may appear, and to master it thoroughly requires time, care and attention. Whether it is filling out a purchasing ticket, a C. O. D. check, or a regular sales check, special care must be exercised, as one cannot afford to exhaust the patience of customers by exhibiting a lack of knowledge. Every check in a check book should be accounted for: a spoiled check should be marked "Nil" or "Void," be signed by one in authority and sent to the cashier. Quantity, goods and prices should always be written plainly, all blanks properly filled out, plain, neat writing, and particularly good figures. Salespeople are usually held responsible for all errors made in checks or on purchasing tickets, and should always use their own book. They should always mention to customer the amount of money received, and enter the amount on their check at once. Many people strictly honest might forget what money they handed in, and when change is returned might claim that the bill given was of a larger denomination. Repeating the amount received will avoid argument afterwards. Duplicates should be closely examined, to see that the black-leaf impression is good. Change should be counted in giving it to customer, and where goods are to be sent, the name and address given should be repeated. The use of purchasing tickets should be encouraged. Customers should be asked if they intend making further purchases, and the use of purchasing ticket suggested. The delay in settling for each purchase is thus avoided and customers' time is saved, as they can pay for all purchases at once. Salespersons should see that their department letter is on their check book. Check books should commence with No. 1 and run consecutively to the end, and should be examined to see that none are missing, and checks should never be altered. All checks should be sent to the cash office immediately upon being made out.
Inspecting, Checking and Parcelling Goods.
Parcel desks are usually conveniently located at all counters, for the purpose of examining and wrapping goods sold. All goods sold, whether taken by customers or sent by the delivery, should first pass through the parcel desk. Goods sold should be passed to the parcel desk by the salesperson with the bill, and they should always be examined carefully, to see that they correspond. Price, quantity, number of yards, etc., should be checked and goods should be examined, to insure their being in perfect condition, not cracked, soiled, or injured in any way. Should goods when compared with bill be found short or over, marked wrong, or not satisfactory in any way, they should be returned to the salesperson at once, with refusal to parcel goods until everything is O. K. Parcels should not be given to customers, but handed back to the salesperson direct. Every taken parcel should have the sales number marked on the outside. When parcels are to be sent, the address should be on the bill and also on the address slip, and they should always compare. Care should be exercised in handling goods likely to be soiled, crushed, broken or damaged. Where necessary, they should be put in boxes or sent to be specially packed. Every parcel should be securely and properly wrapped, using no more paper or twine than is necessary. Goods to be sent should not be held at the desk, and if carriers delay unnecessarily in calling, the matter should be reported to the head of the department or floor manager. Attention should be paid to the order in which parcels are handed up, so that customers will receive their purchases in the order in which they have been served. All desk supplies, such as paper, bags, twine, purchasing tickets, etc., should be obtained in the morning, at which time the stock-supply room should be open.
Collecting Goods for Delivery.
Goods to be delivered are usually divided into two classes, individual purchases styled "Sent Parcels," and collective purchases made on purchasing tickets. Checks for sent parcels when made out in salesperson's check book in duplicate, with name and address slip and hour of delivery, should be separated, one half going to the cash office with the cash received, and the other half going with the goods.
Checks made out for purchases on purchasing tickets are usually different in color from ordinary sales checks, and are attached to purchasing tickets. As made out by salespersons in duplicate, one half is detached with address and sent with the goods, and the other half remains attached to the purchasing ticket until the purchase is completed. Goods sold are immediately wrapped, carriers called and goods are delivered through slides, elevators, etc., direct to the shipping-room floors. Sent parcels are separated from others and address label attached. Goods bought on purchasing ticket are placed in compartments whose number corresponds with the number on checks received with goods. As customers finish buying, they visit the pay office, where cards are handed in, totalled, cash paid, instructions as to delivery entered on the card, which is handed to the sorting section. Goods are here checked with card, to see that they correspond by number and amount, the address is carefully examined, when parcels are wrapped and passed to the delivery section, where they are assorted as to routes, entered on drivers' sheets by name, address, number of parcels, and checked off when given to drivers. Salespeople are always kept informed as to the regular hours of deliveries, and signal bells are usually rung notifying each department before each delivery closes. No parcels should be promised for that delivery after the bell rings, and all goods to be sent by that delivery should be in the delivery room a few minutes after the bell rings. All arrangements for special deliveries should be made at the pay office, and all parcels should go by the delivery marked, if received on time.
Delivering Goods.
Drivers should know their routes thoroughly, so as to deliver with as much despatch as possible. When delivering, they should wear uniforms (a portion of the expense of which is usually paid by the house). They should be kept neat and clean, and when repairing is needed it should be done promptly.
Drivers are usually held responsible for damages or breakages, resulting through carelessness or neglect, either to goods or rig, and must account for horse covers, blankets, rugs, etc., with which they may be supplied. Drivers should always weight their horses when leaving the wagon. Each driver should be given sufficient money for making change, which he must have with him on each delivery for C. O. D. parcels, and excuses, as a rule, are not accepted for the non-delivery of a parcel on account of inability to make change.
Drivers should not allow C. O. D. parcels to be opened without an order. Customers should be told that this rule cannot be broken; but if they pay for goods that are not satisfactory they can be returned and the money will be refunded. Drivers are held responsible for all parcels entered on their sheets, and should check off these parcels at the store, placing them in the wagon in the order of delivery as near as possible, thus saving time in sorting up their loads while on the route. Amounts due on C. O. D. parcels should be compared with entry on C. O. D. sheets, to avoid mistakes. When the delivery is completed, sheets should be signed and returned, and if, for any reason, any parcels have not been delivered, satisfactory explanations should be given. Any repairs needed should be reported upon arrival at the stables. Notes should be made of any complaints from customers and the same reported. When instructions are given to call for customer's goods, they should be got at the first opportunity and handed over to the proper person. If not able to obtain them, the reason should be given. Under no circumstances should passengers be carried while delivering goods. Special instructions are usually issued for extra deliveries before holidays, or on extra busy days.
Stables.
The stables are usually models of neatness and perfect in arrangements, every modern convenience being brought into use, providing accommodation for a delivery system of hundreds of horses and wagons used daily in delivering goods in the city and suburbs. Heated throughout with steam, lighted by electricity, and electric power applied to rotary brushes for grooming, hydraulic elevator service capable of lifting tons of feed and grain to upper floors, basement fitted up with complete blacksmith shop for horse shoeing, wagon and sleigh repairing. Ground floor space is usually devoted to wagons, each having its respective station. Easy stairways provided for horses to reach the upper floors, which are constructed to bear almost unlimited weight, divided into rows of stalls with aisle space between. Harness rooms, cleaning rooms, harness repair shop, hospital for sick horses, paint room, etc., together with the most modern machinery for grinding and chopping feed.
The stables must always be kept clean and well ventilated. Horses must never be taken out without being fed, watered, cleaned and properly shod: a lame or sick horse should never be used.
Harness should be washed and cleaned regularly, wagons oiled, tightened up and kept clean. Nothing should be allowed to leave the stables except in first-class condition. All repairs should be attended to at once. Wagons should be at the store in time for all deliveries. A record should be kept of the men's time and sent to the office regularly. Drivers' and stablemen's wages should be obtained on pay day; the pay roll should be signed by each one, and returned to the office. All C. O. D. money received from drivers at night should be put in sealed envelopes and placed in safe keeping.
A watch should be kept in the stables at night, and a regular patrol made to see that all horses are properly fastened, blankets on and everything in good shape. Wagons should be washed at night and wagon signs thoroughly cleaned. All wagons should be examined carefully, and a written report handed in of all repairs needed, together with wagon number. All fire pails, hose and appliances to be used in the event of fire should be examined regularly, to see that they are all in good working order.
General Cash Office.
A central cash office is established for receiving all receipts from sales made, and arranged for quick and easy change-making. As a customer makes a purchase, a duplicate of the check or bill made out for the same, together with money received from customer, are sent direct to the cash office, the most improved method being by pneumatic cash carriers. As received, checks are placed on file and any change returned to clerk. Thus the totals of checks and receipts of each cashier's desk must agree. Each cashier makes up a report of the amount of cash received, and cash is given head cashier, who recounts it. The checks of each cashier are kept separate and sent to the auditing office, where they are totalled, and this total must agree with the amount of cash in the head cashier's hands, and correspond with the amount on cashier's report.
Check Office, or Auditing Department.
This department should make up the total receipts of each cashier by the sales checks received, compare them with cashier's report, and recheck until they are found correct. It should also make up each department's sales, arrange each salesperson's checks into original book form by number, and report any missing checks, auditing all checks and reporting any errors. The work of obtaining the different totals required is greatly facilitated by the use of adding machines, which insure both accuracy and despatch.
This auditing of checks thus provides a positive check upon the amount of cash received by each individual cashier, furnishes an accurate account of the exact amount of business done by each department, and the total daily business done by the house, besides showing the exact amount of goods sold by each individual salesperson, which may be made use of to estimate their value as compared with each other, and largely governs the individual wages paid.
C. O. D. Business.
Large amounts are represented in the business as sold and paid for, cash on delivery, and, therefore, this branch is given special attention. Special C. O. D. books are furnished every department, and such special care exercised in recording the amount to be paid, address, etc., as will prevent any errors or misunderstandings. All C. O. D. parcels are entered upon special sheets or books provided drivers, and are checked off as paid in by drivers at the C. O. D. office with the record kept there, which should show the customer's name and address, department that goods were bought in, who sold them, the amount of the C. O. D., the date and amount paid.
Where goods are sent to distant towns, and considerable time must elapse before returns can be made, these outstanding C. O. D.'s must be watched closely, checked up regularly; and in the event of any unnecessary delay corresponded about, and such knowledge obtained as will furnish accurate information about each individual account.
The Mail-Order Business.
The mail-order trade as associated with Department Stores began in a 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.
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 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.