The Boise citizen. (Boise, Idaho) 1906-1910, 1909-04-23
TO SECURE BUSINESS
WOMAN WRITER TELLS OF MODERN
METHODS OF STOREKEEPERS


is from an article in the Outlook, b,
Lucy NJ Salmon, professor of History
in Vassar College
Increase in spending and the number
who spend involves a corresponding in
crease in selling and in the number who
sell. By leaps and bounds the retail
the main it presents the appearance oi
a progressive campaign inaugurated by
the merchant The one desire of the
shopkeepr is to sell, and he wishes to sell
to every person. But every person may
not wish to buy; hence from the point
of view of the would-be seller the spend
er is fair game.
The first stage in this progressive
campaign of the shopkeeper is that of
advertising His agents erect billboards,
and men who might become reputable
artists devise for him bizarre signs to
attract the attention of travellers and
wayfarers He commands as allies the
newspapers and the periodical, and the
gifts of men and women who might win
name in literature are placed at his
| service Schools are established to train
the writers of advertisements, and books
are written on the psychology of adver-
tising Every device is employed to at
tract, while still at distance, the at
| Il
The second stage is the preparation of
the shop window Plate glass, electric
lights, wax figures, and the profession
ally trained window-trimmer are all
brought into requisition. These may be
called "the constants" but the shopkeep-
er adds continually changing success
ion of novelties to attract the passer-by,
and he insta1ls in his front windows
rug-weaver, hat-maker, lightning art
ist, troupe Of trained mice, a collec-
ton of Easter chicken or Easter rabbits
or the models of a famous bridge or
building. He exhibits a young woman
with long hair grown by new hair
tonic, a man who inhales an infallible
remedy for catarrh, chef who bakes
griddle-cakes made with superior bak
ng-powedr He invites the passer-by
to guess the number of beans in a jar
the number of seeds in a watermelon,
the weight of mammoth pumpkin, or
the capacity of hugh teakettle-human
ingenuity seems well-nigh exhausted in
the effort to induce the busy man or the
idle woman to linger for a time be-
fore the shop window. But he who
tarries too long is not a purchaser, and
the third stage is reached when the
lingerer is enticed within the door. Here
the shopkeeper arranges for him a
special art exhibit, historical exhibit,
a single rare painting or statute or
piece of tapestry, or he displays the fac
SMILES of the crowns of the European
monarchs. An orchestra furnishes pop
ular selections, while piano solos, violin
solos, operate airs, and coon songs are
offered to please the varying musical
tastes of the public. Attention is given
to physical comfort through the provis-
ion of rest-rooms and free telephone
service babies are checked and cared
for by attendants, merry rounds are
provided in Easements for the entertain
ment of children the services of palm
ist are provided; five o'clock tea is
served on opening day and anniversary
day; free demonstrations of new per
fumes, chocolate, coffee and custard
powders are given periodically
But physical enjoyment may be too
prolonged, and the fourth stage is
reached when the still reluctant spender
is taken in hand by the clerk behind the
counter. He understands well his trade
he has been trained in a school es-
pecially opened to teach him the intri-
cate art of selling. He studies his Gus
toner and quickly discovers the heel of
Achilles. He cajoles one with tiattery |
"This suit is specially becoming to you"
he bats one hook with exclusiveness,
This is the only pattern we nave ana
another with social ambition, Mrs. Van
Astorbilt always buys this particular
make" to a fourth he offers the at
fractions of job-lot, TO another that OF
"the latest thing out" to still another
that of the prevailing fashion; and he
at times praises the excellent quality
of the goods ON the counter.
The fifth stage is often rendered nee
essary by the still obdurate spender, and
special enticements are held out in the
form of prizes of every conceivable de-
vice. Not only are the customary trad
ing stamps and cash rebates offered, but
with purchases of a certain amount the
dry-goods merchant holds out the in
ducement of crayon enlargementss of