” Another reason many prefer mail order is price. The large mail order companies’ established policy of lower prices for standard quality merchandise is associated in the public mind with all mail order. If this reputation is sometimes abused by new or smaller companies, the customer has learned to call upon the cooperation of a host of official agencies in getting satisfaction. Then, there are a good number of people who shop by mail out of curiosity; they might be called comparison shoppers. The writer has read hundreds of letters from people who admitted frankly that their only motive in sending for a product was to see what it was like. People also shop by mail because it is the only way certain products or services can be obtained. Specialty merchandise, home kitchen products, glamorized regional goods, correspondence courses, and individualized novelties fall in this category. Finally, there are people who prefer mail shopping for products and services of a personal or intimate nature. Hundreds of thousands of marriage manuals are sold through the mails annually, although such books are available on any book counter. Urine analysis can be obtained in any drug store; yet several laboratories do a substantial mail order business with this service. Not only the buying public has taken to mail order, but an ever increasing number of businesses. Mail order departments are responsible for a good part of the annual gross sales of most of the large department stores. Manufacturers, insurance companies, book publishers, wholesalers, now look to the mails for that extra 15% or 20% sales that spells the difference between profit and loss. For a short period in the last ten to fifteen years, as the giant mail order companies began to establish retail outlets in the large cities, it appeared that the trend was away from mail order; but this was temporary.
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01-31-2009
