Aberdeen herald. [volume] (Aberdeen, Chehalis County, W.T.) 1886-1917, 1909-11-11
BUSINESS AT HOME,
Effective Method of Fighting the
Catalogue House.
TWO PROMINENT FEATURES.
Retail Mer chants Can Compete by
Buying In Bulk, Paying In Cash at
Bedrock Prices and Selling Strictly
For Cash.

6eorock Prices ana selling strictly
For Cash.
Many retail merchants have found
that the most effective method of fight
ing the catalogue houses is to meet
them with their own weapons. There
IS no question that the two great fea-
ares of the mail order business are
publicity and price. The publicity is
Gained through the catalogue. the
price through buying or manufacture
ing in large quantities and selling di-
rect The small retail merchant can
compete with the big houses ON both
lines. BY watching opportunities. buy
ing in bulk and paying cash ut bed
rock prices and. what Is still more i'm
portant, selling for cash he can match
the mail order prices or sell under
them. AS for publicity. he can meet
catalogue with catalogue. Il method
that many merchants have found high
ly profitable.
l have before me an account Of a
case in point. 1t is published in the
National Hardware Bulletin and re-
counts the experience of j. NJ. Thomp-
son 4 Sons. Il retail hardware firm Of
Owatonna. MINI. In the spring of
1905 this house issued it's first cata-
l0gue and recently got out Il third one.
1t has doubled its business in that
short time. although it had thriving
trade before. Its first catalogue was Il
thirty-two page. costing 500 Il thou
sand; the last one. siXty-four pages.
costing $50 per thousand. BY electro
tipping its pages it avoids setting much
new matter The general style of the
catalogues follows that of the mail
order houses. Distribution is made
through the mails. although personal
inspection of goods is invited rather
than orders by post. and the advan-
tage is pointed out that the customer
thus has the advantage of seeing what
he gets and is not buying a pig in a
poke. as with the big catalogue houses.
In the Introduction to their second
catalogue the Thompsons make the
following announcement:
I'VE are fully aware that this Is !;
progressive age and Il time when near
~ every one is well read and posted
and knows exactly what he wants or
nearly so and wishes to buy and will
buy where he can at the best value
for his money: also that the time has
gone by when one man wishes to pay
another's bad debts or to pay big in
terest on his purchases by having
them charged for from three months
to three years. For this reason we Sell
hardware for cash, us it is the only
way we can sell at the lowest prices
and at the prices at which we are con-
tinually selling.
This store does for you what the
catalogue house does not. For your
convenience we keep at all times Il
carefully assorted stock of seasonable
hardware. You can come to our store
and make your selection from the ac-
tual goods and not by pictures. An
other advantage in buying from us is
that if you buy an article that is not
what it should be. in your opinion. you
can come to us and talk it over person
ally, and 1t is one of our inteXible
rules that we satisfy each customer
in the fullest sense of the word, both
in regard to price and quality. We
can show only small part of our
stock in this catalogue. 1t is enough,
however, for you to compare prices
with all other competition"
Insistence is made on the cash fea-
lure. and to it Mr.. Thompson, the
nf hn nt
his success.
There is no reason why retail mer-
chants should not adopt this method
in other cities and villages not only
in the hardware line. but in all others.
1t would require work. but what bust
hess man expects to succeed in this
age without work? 1t entails expense,
but so does any sort of advertising
The only question is, VIII it pay fol
.1self? The mail order houses find
;hat it pays and pays big. Such small
retail merchants rs have tried 1t have
come to the same conclusion. In this
light it can be regarded like any other
ldvertising as an investment that
brings in more than the original eX
pcLulluIc.
The advantages of the catalogue ar"
obvious. 1t is Il convenience TO the
housewife and will for this reason
usually be preserved. 1t creates de-
mand. as does any advertising that is
worth while. 1t can be consulted bJ
the family ut the fireside. and as
prices are given it simpliies shopping
and enables the customer to figure IN
advance as to his outlay. 1t brings IN
trade 1t familiariZes the public with
the firms name. 1t can be mailed to
all possible customers in any radius
selected. 1t may even result i'll mail
orders or in orders sent by one farmer
with another 1t cuts off the orders
of the distant houses. for the reason
that any purchaser. other things being
equal, would rather trade ut home
than abroad. For one thing, he can
inspect goods: for another. deliveries
are quicker: for Il third. he Eeeps the
money in his own community: for a
fourth, he knows with whom he is
dealing
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