Catalog Shopping

by C.J. Manning

Back in 1947 when the German Mail Order Association (the BVH or Bundesverband des Deutschen Versandhandels e. V.) was established catalogue mailing was still more-or-less in the 'test' phase. I know that sounds hard to believe especially since one of the first mail-order services, a linen manufacturer located in the city of Bielefeld, Germany) opened its doors in 1870. In the years to come other companies followed pushing Germany to the number two position amongst international home-shopping giants.

Today the BVH has around 200 members involved in the still growing business of long distant and local product selling using sales channels such as catalogues, the Internet (Online-Shopping), direct sales, and or television (TeleShopping). Some companies have a product range of over a 100,000 articles from which to choose in the store, and even more to offer in their catalogue sales. Statistically, Germany is reported to have more specialty providers than general retailers. In 2001 distance selling turnover was approximately 20.4 billion euros with 90% generated by BVH members. Today those members include such companies as the Braunschweiger Company, founded in 1893 by Richard Borek, Josef Witt in Weiden, founded in 1907 and Werkzeuge from Westfalia, which is going strong since 1923. Eduscho, commonly know for its sale of coffee was started in 1924. Today Eduscho sells everything from your coffee needs and accessories to a mobile telecommunication service--even mobile telephones with built-in cameras. How's that for something special to accompany your morning cup of java?

What begin as traders of 'special' items soon established itself as all-round mail order houses. Mergers of some of Germany's smaller, less profitable houses with conglomerate builders such as Otto (1949), Neckermann (1950), Heine (1951), Junghans-Woll (1954), Schwab (1955), and Peter Han (1960) all fueled the development of Germany's mail order frontier. Back in 1996 the BVH reported that 49%-almost half of Europe's mail-order trade-came from German citizens. They also reported that there are at least 20 main mail order companies, 12 of which are based in Germany and of these twelve, two are the largest houses in the world. The BVH figured approximately 350 million catalogs were printed each year with 60% for specialty items, while the other 40% contain multiple categories. This worked out to four catalogs per person or at least 10 catalogs per German household.

That was back then. Today just about any type of product is available, either from a general catalog or from any number of specialized catalogs. Specialty catalogs include Birkenstock (a concept that literally changed the shape of footwear: www.birkenstock.com; Birkenstock Orthopedic GmbH). Since the opening of East Germany sales of catalogue companies shot up about 50% especially with big houses such as Quelle, based in Furth, whose 1,325-page catalogues resembling Sears offers a wide range of clothing, footwear, home accessories, and other ideas. Some of their catalogues are Combi, Feeling, Madeleine, Privacy (underwear and bathing suites) and plenty of books printed just for special sales. And if you thought Quelle had all your needs covered, then you haven't reviewed the complete spectrum of Heine: Apart, Classico & Sportivo, Eddie Bauer, Excellent, Favoriti di Moda, Inspirations, Summer Feeling, Wohn-Akzente (Accent Living), Best Connections, Young & Easy just to name clothing magazines. Then there's Kin Jorgensen (items for home decorating from glassware, figurines, flower pots or vases, candles and decorative candle holders, and kitchen place mattes, table clothes, matching pot holders, to cushions). The Pro Idee catalogs sell fashion classics, new technical gadgets collected from around the world and an assortment of wine. Names such as Buro Plus, Discount, Misco, Staples, and Printus to name a few are mail order houses offering a wide range of office supplies from paper clips to computer parts, programs, cables, disks, CD-ROMs and other necessities. Today Freemans (UK) is a part of the German mail order house Otto keeping their 3000 employees busy. Otto also owns Grattan.

Personally, home shopping was made for me. I am the official shop-'til-you-drop-a-holic. There is nothing to compare with being able to flip open a book or log online and shop til my heart's content. The best part is if something doesn't fit I still don't have to leave my home to exchange it. Ordered items are delivered right to my door and returns are picked up at the same place. If I know what I want to replace my exchange it will be delivered when the returns are picked-up. It's fast. It's simple. And something most women can't live without. For the additional sum of 10 euros you can even get 24 hour delivery service. Gone are the days when you had to 'crunch' in shopping trips that your busy schedule wouldn't ordinarily allow. If you're a last minute person, as some of us are, you can order complete evening attire one-day prior to an event by fax or phone and now over the Internet.

How To Get Mail-Order Catalogs In Germany?

Catalog houses advertise heavily so you are almost guaranteed to receive something unsolicited in the mail. Sometimes it's the catalog itself or a postcard inviting you to order the catalog. Larger houses, such as Otto, Heine or Quelle send regular postcard invitations asking 'occupants' to fill-in the card, return it to receive a free gift. There is also the buddy system. If a friend has a catalog you like and refers you to the catalog house, your new home-shopping buddy gets a nifty gift while you receive the catalogue. Now with your name on 'the list' you'll be surprised at how many new catalogs or invitations to order new catalogs you'll receive.

Placing Orders

Placing orders from your new catalog is easy too. It requires only the most rudimentary German language skills. The order forms are simple and easy to read. Most are filled-in pretty much the way the ones are back home. They don't differ much from those of Spiegel, Lands End, the Sharper Image, or other catalogs you may have used. There's a place for your name and complete address and if it's your first time to order you are required to give your date of birth. This is needed for a credit background check. The majority of the mail order houses bank on the fact that German residents are register with the local police, thus eliminating or lessening the chance of fraud. To order the merchandise fill in the product or item number, how many of that particular item, it's color, size and price. If you use the form in the back of the catalogue you are required to sign and date it before mailing or faxing it in. If you feel comfortable speaking German, you can always phone in your order. Many mail order houses have operators on 24-hour call duty.

Payment Terms

Payment terms are equally simple. Most mail order houses set a credit limit for first-time customers. When you reach that limit they notify you per post that some or most of your order cannot be filled. Other houses require first-timers to pay upon receipt. If you are an established customer you can exercise options: pay upon receipt (which usually means after the first 14 days, provided you're going to keep the order); pay with a credit card; or pay in monthly installments (3, 6 or 9 months, with an understood set rate of interest). If you select to pay in monthly installments but end up paying the amount in full before the monthly rate is due, you can telephone the mail order customer service department and have the interest charges adjusted.

Returning Items

To return items, fill out the return slip (which is usually enclosed with every order). There is usually a corresponding number that applies to the reason for returning the order choose one, then package the order back in the box it was delivered, and if you are not having the package picked up, take it to the post office and return it to the company, postage free. (Return postage is normally paid by the mail-order house.)