This chapter argues that computerization led to a depersonalization of the mail order industry, both inside and outside the firm. Whereas, at one time, warehouse workers could exercise some discretion in making up an order, they ‘now picked items according to a route determined by the computer and printed out on a picking slip’. Relationships between workers and management became systemized, as did those linking the firm and its agents, despite attempts to tailor computer programmes to create the illusion of a personal connection. Computerization and related technological systems, notably telesales and call centres, heralded the end of the traditional agency system and ushered in an alternative regime of direct selling to customers.
Keywords: mail order industry, computerization, direct selling, Freemans, Grattan, Empire Stores, warehouse