Evening star. [volume] (Washington, D.C.) 1854-1972, 1908-09-27

of the customers by lncrea sing their tele-
phone equipment from time 10 time as
demands increased showed that they were
not disappointed in hoping for large in
crease of business. Not six months in
service zone store advertlsedb and yet
we have doubled our trunk lines and the
number of annual messages which We
thought would be adequate when the
service was installed" This was the
same store that first took up the idea in
the east and that placed an initial order
OF 500 telephones.
Starting with 10000 messages. one
prominent department store in April in
creased It's contract by GhGO0. and in June
by 2u1.tro more, and finally in September
contracted for 400.G00 annual messages.
These changes were all made within
single year. Two other stores are using
about the same number Of local messages
annually, and one is using from 10000 TO
100000 more. Those made from one te!e-
phone to another within the same store
are, of course, not counted in the above
number.
Since a large number of these messages
cause others TO be sent in return. it may
be seen that the incoming telephone bust
ness OF the stores is very heavy. 1t has
been estimated that over 90 per cent of
the incoming messages are orders for
goods. These orders are now going to
the stores which are fully equipped for
handling such business. The fact that the
store managers appreciate this is shown
by the number Of carefully developed
ideas for encouraging telephone shop
ping.
Special Telephone Features.
Among the special features developed
later were inviting the public to call up
the watch department and set their
watches by telephone, distributing cleo
ton news, transmitting music from a
nearby theater to customers in the store.
all of which were done gratuitously by
telephone.
AS one feature OF obtaining Christmas
orders. which otherwise might not have
been received. a Santa Claus department
was opened. and a number of clerks. with
matured voices. received requests over the
telephone. After getting the names and
addre sses of the youthful suppicants they
forwarded the orders 10 other clerks, who
telephoned them to the childrenS parents
for confirmation or cancellation. In or
der To increase this business children were
invited to call up Santa Claus house and
hear he music and fun over the telephone.
This proved i popular feature for sick
children kept at home and for invalids
who wished TO get in touch with the out
side world. IN the store telephones were
placed on low stools for visiting children
to call up Santa Claus.
Some stores advertised instantaneous
delivery of goods urgently needed and
ordered by telephone.
In the stores the saving of employees
time by the free use Of exchange service
for store business, both within and with
out the stores, counts materially in the
annual departmental saving. All depart
ment heads may be reached simultaneous
ly without seriously interrupting their
work, and instructed concerning any
change of policy or special work. Store
detectives, we'll as night watchmen
use the service for reporting at regular
intervals. Accidents are reported to the
proper authorities. The fire risk is greatly
lessened at all times. Even delinquent pa