|In the world of mail order, two fundamental problems have always needed to be addressed in order to hold a successful Sale.
First, in order to stimulate the calls, we needed to produce a catalogue of some form or other - which immediately creates the potential to increase the problems of the stock-out. Unlike in retail, a picture of a product in a catalogue is a promise on our part that we have it waiting for you. If we then sell out of that product, the catalogue doesn’t remove it from your view and because you can still see it, you still expect (understandably) our promise to be fulfilled. If we can’t deliver on our promise, you feel let down. The lesson we learned was that if we’re going to use catalogues to spark your interest, we also have to accept our obligation not to disappoint you.