The Chickasha daily express. (Chickasha, Indian Territory [Okla.]) 1899-current, 1910-01-29

Lines Great Benefit to
the Retailer
by DANIEL VINCENT CASEY
OF the Editional STAFF Of System.

Hetall business, as affected by The
Ohio-Indiana interurDans, presents al
first sight commercial paradox. Take
two from five in any other part Of
The world and you have three left. Not
80, however, where the trolleys weave
their twentieth century spells They
have taken two shares OF trade from
the coutry merchant and delivered
them brazenly to the big city stores
The small town man. nevertheless,
casting up his accounts. finds his por-
tion Is not the expected three parts,
but the fun five he had before and
often TWO or three extra shares be.
sides.
The interurbans supply the missing
element OF local transportation bring
goods and buyer together with the
least amount OF delay. friction. outlay
Of time and y-materlalze this
prosperity, IN word. and give It local
habitaiiop In every city and village on
the intenrban map.
This spur TO trade and production
has not been automatic, however The
trolleys ara instruments to the hand Of
the creative and constructive retailer
positive danger to the fellow who
IS satisfied with last years methods
or not mentally alert enough to see
how the new transportation can be ap.
Piled to his business.
No account Is taken. save By tile
shrewdest country merchants. OF the
educational effect these city trips are
bound to have on rural buyers. Con
tact with city women and new stand
ards BY which they judge the things
they wear Every bed or rocking chair
bought In the city IS misF'~~ary sug-
gesting new and better furnishings for
their homes. From siumplng along six
months or a year behind urban styles,
the trolley towns have developed an
appetite Tor "the latest thing IN hats,
shoes, clothinlg for both sexes. IN fur
niture and household necessities and
luxuries--and likewise willingness 10
pay for the thing coveted
The first hat. the first suit OF pair
Of shoes bought in the big city wears
out OF course. To sell the second. the
home dealer has only to provide The
fashions and qualities procurable in
the city at approximately the same fig
ure These novelties command bet.
ter prices than he could secure before:
the margin Of profit is wider; because
Of their style" they 90 the sooner out
Of fashion and have created market
which did not exist beforehand the
home dealer always has the first
chance to exploit f.
Here the interurbans offer service
concrete did III meeting the city com.
petition they foster
What services Thansportation--
the one thing which the small town
man lacks to put him on an equality
with the indianapolis Detroit. clese-
land or Cincinnati merchant,
Therefore he changes his methods
recasting bis business about The new
element. local transportation, as Its IA
cliities develop under study OF anal
ysis. His customers find Il easy and
profitable 10 ride up 10 the city and
bring back their purchases on the in.
terurbans; he also cultiyaies the habit /
Ne quits buying al half yearly inter
yals: quits trying to forecast for six
months the needs or whlms OF his ca
PRECIOUS customer public. Instead. ne
travels 10 the central market weekly
or semi-monthly. The hourly cars en-
abling him 70 choose his time. and
makes his selections with definite
idea or what bis trade iancies Or would
be likely to fancy He has the latest
novelties TO pick from. the season
wise advice Of bis iobber 70 guide him.
no suggest the most salable lines,
moreover, be has the example and ex-
perience OF his business rivals, the pig
cts stores each continuous expert
ment station in public taste. The
things they dispose 81 in quantities,
his own customers viii be almost Ger
tain to approve AS seasons advance,
increasing chances present themselves
for securing bargains. not only in sea
sbnable articles but in the staples
with which over-sanguIne manuiactur-
crs or wholesalers have burdened
themselves In effect the trolley
makes him a city buyer.
Help in wise aud timely purchasing,
coupled with opportunity 70 prove out
a product Or fashion BY study Of iis
urban reception. Is the first service the
electric roads render the country deal
en- Extension Of the purchasing power
of his capital IS the second
AS he develops the possibilities Of