But the customer, on a personal level, was being forgotten. America became a customer-service wasteland. Any person who has shopped in a department store during a special event and tried to make a purchase knows it takes a great deal of determination to buy anything. We will discuss this customer service opportunity for independent retailers in depth - later in this series of articles. For now let's return to the original question.
Advertising is supposed to attract customers.
Of course, you don't have time to become an advertising expert. You could hardly read current books on tested advertising principles, and continue to keep up with marketing research and trends. At least for most retailers, this is impossible. Perhaps you could hire an expensive agency. But by the time you taught the account representative the principles of retailing furniture, and explained your unique operation, the agency's 'meter' would have run up a tremendous bill.