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With rare exceptions, selling services in department store and low to moderate-priced specialty store chain organizations are usually of a self-selection type. Clerks simply answer questions and ring up sales. Higher-priced specialty store chains, however, tend to place more emphasis on personal selling techniques.
The three major mass-merchandise chains supplement floor sales in their retail outlets with catalog sales. A special catalog desk or counter is usually maintained in each retail store unit. Customers may phone, mail, or come in person to order merchandise not regularly carried in that store's stock.
Each chain prepares seasonal catalogs-as many as five or six a year. Selection of fashion merchandise for catalog selling has to be done much further in advance than selection for store floor sales, because of the time required developing and printing catalogs. Central buyers for each chain's retail stores may assist in the planning and buying of catalog merchandise.
Today's catalogs differ vastly from those of 20 to 50 years ago, especially in the case of fashion merchandise. More pages are now devoted to apparel and accessories for men, women, and children. Merchandise is more closely related to current fashion trends, and illustrations are usually in full color.
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