MAIL ORDER˜ The impact of the computer

Mail order, the success story of the 1960s, is still putting up an impressive performance: in 1974 it grew at an estimated 16% as compared with 12% for retail trade in general. Computing techniques have been applied in mail order to order processing, credit control, accounting, stock control, and merchandising. By the early 1970s most companies had established good systems which in general were able to cope with the substantial growth of the 1970s. Most effort in these areas is now directed to refining and reviewing established systems, but in addition the leading companies have moved into more sophisticated areas, such as developing systems for selective advertising and promotion, in‐depth sales and catalogue analysis.