By Kate Jackman-Atkinson, myWestman
NEEPAWA, Man. — Often times, what’s old is new and in many ways, today’s businesses are returning to the tactics used by their predecessors over a century ago. The technology may have changed, but businesses are once again realizing that they need to take an active role in engaging with their customers, instead of just waiting for them to show up.
Catalogues were a staple of 19th and early 20th century retailing — Eaton’s was just one of the many businesses that built a cross-Canadian empire through mail order. The model took them right into their customers’ homes, loudly proclaiming who they were and what they sold. Then, transportation got faster, easier and cheaper and businesses realized that they didn’t have to get into their customers’ homes, the customers would come to them. But things have changed once more.