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.