Portrait of a Pioneer
A Customer-Centric Approach and Other Enduring Lessons Learned From the Old Sears Catalogs
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While in the library doing research for a graduate course in marketing, I analyzed some catalogs such as Spiegel, Lands’ End, and Smith & Noble. Then I came across two old Sears, Roebuck & Co. catalogs published in 1897 and 1908.
At first, I read the Sears books only out of curiosity. The catalogs ran to almost 1,200 pages and included a seemingly endless selection of food, clothing and machines. The company sold more than 100,000 items at the time, consistent with its tag line, “We Sell Everything.”
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- Companies:
- Sears Shop At Home
- Sears, Roebuck & Co.
Sang-youb Lee
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