Montgomery Ward & Co. Catalogue and Price List No. 21, Spring and Summer 1878
The pattern
This still is filed under Mail-order catalog.
Define
A catalog that is the store: browse, choose, order, without a clerk and often without a website.
Mechanism
Assortment as argument. Density, numbering, and an order path do the closing. The book is the funnel.
Verdict
We have a range, remote buyers, and a way to take the order on the same object.
Why it works
It is purely utilitarian. By providing an exhaustive, organized list of goods with transparent pricing, it positions Montgomery Ward as the ultimate, reliable supply line for people without access to large city stores.
Steal this when
When you have a massive inventory and need to present it as a no-nonsense, comprehensive resource for your buyers.