Portrait of a Pioneer

Importance of Customer Satisfaction

Sears understood its shoppers and sought to maximize customer satisfaction, not just sales. Indeed, all of the catalog’s elements were designed to give first consideration to the customer.

For example, there were features such as thoughtful articles offering practical guidance on how to order, return items and save money. Additionally, the catalog featured an easy literary style and detailed, straightforward instructions about the characteristics and benefits of its product offerings.