The Emergence Of Catalogue Shopping
Catalogue shopping has a long and rich history dating back over 100 years
. The idea of presenting goods and services in front of people has always been a vital business idea. Back in the old days a paper copy of the catalogue was distributed to clients so they could browse through the pages and select their goods. This method stood the test of time for well over 75 years, and the biggest success was seen in the United Kingdom, and still is to this day.Most catalogue companies had their own high street stores, so they could at least have somewhere for customers to pick their goods up from. In effect these were just large storage spaces but they did serve the purpose of showing some products off. One of the biggest exponents of this is Argos in the UK. They are probably the most successful retailer in recent years, and they have created well over 1000 stores where customers can order and pick up goods. There is still a catalogue in the shops, and the customers simply place their order at the checkout and pick up the goods. The only problem with this method is that at peak times it gets very busy in the stores, and large queues form. This slows things down and makes customers unhappy with waiting times.
The solution was to open even bigger stores, and the term superstore was born. These huge buildings contain thousands of items and much more space. Customers get a better experience as the queues are much shorter, and as a result, more sales are made, and profits increase. These stores tend to be in out of town locations as the cost of building them is much less than in city centres. Another benefit is that there are more parking spaces, and it is usually free, so people can save money when shopping this way.
It seems like a lot of hassle just to sell things from a catalogue but you would be surprised at just how successful this method has become. Argos continually expands its operation by opening new stores every month. Large stores also reduce overheads and operating costs as you can fit more things into one place. Customers can order by telephone and pick up at their local store, without incurring any delivery charges. Almost half the adult population of England has a copy of the argos catalogue, so this mass distribution tactic provides a regular flow of custom all year round. The rewards must be much greater than the cost of producing and distributing the catalogue. It shows how forward thinking and a sound business plan, based on the popularity of a catalogue, can lead to a successful company.
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