The catalog showroom approach allows customers to shop without having to carry their purchases throughout the store as they shop. By operating as an in-store catalog sales center, it could be exempt from the "Resale price maintenance" policy of the manufacturers, which can force conventional retailers to charge a minimum sales price to prevent price-cutting competition it also reduces the risk of merchandise theft, known in the industry as shrinkage.įrom the consumer's point of view, there are potential advantages and disadvantages. There are a few key benefits to this approach. The catalog merchant has generally lower prices than other retailers and lower overhead expenses due to the smaller size of store and lack of large showroom space. The order is brought to the sales counter, where a clerk retrieves the items from the warehouse area to a payment and checkout station. Unlike a self-serve retail store, most of the items are not displayed customers select the products from printed catalogs in the store and fill out an order form. The typical merchant sells a wide variety of household and personal products, with many emphasizing jewelry. "A catalog merchant (catalogue merchant in British and Canadian English) is a form of retailing.
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