The Brookings register. [volume] (Brookings, Brookings County, S.D.) 1903-1971, 1913-04-24

he expected or by delays in shipment.
The disadvantages of the mail order
houses are numerous and difficult of
overcoming which would apparently
swamp the ordinary retailer. He must
overcome the impression of delay in
shipment of goods, which requires a
highly centralized and intricate sys-
TEN of packing and shipping, marvels
in precision and accurateness. The i'm.
mensity of the problem is quickly seen
if one would take the time to investi-
gate their systems and their methods
of help. 1t is a big example of scientific
management which the retailer has
apparently overlooked to his disad-
vantage. Although the mail order
house has not the agent on the road
1t does not mean that his help expense
or selling expense is lowered any.
These men are instead employed On
the extensive card index systems,
mailing and shipping systems, mana
gers and so on which are consequently
needed. The sorting of the different
mails for instance employs an army
of people and as this business is all
cash the mail order house has con.
slant use of the money invested and
can turn his stock continually. This
would be done away with If the con-
sumner would stop to consider what he
is helping make possible and helping
make a failure.
1t must be a part of the retailers
business to show the consumer the
disadvantages of delay, buying at "un-
sight and unseen strictly cash and a
quality which he may have any time
by merely stopping at the retailers.
The mail order house goes after his
business persistently, constantly and
%untiringly from many angles of at
tack.
The retailer may cause a difference
Of twenty per cen on the credit side
of his ledger by studying in detail his
field. He has not variety enough per-
haps to issue IN immense catalog bur
If he advertises right and consistently
together with his competitor in all d.
rections he will be able to get the peo-
pie in his store and then it Is up to
his help to make the sales. OF the
different means Of appealing to the
consumer after he is in the store is
by means of stock display. Goods that
are carelessly shown or hidden will
remain unsold. Bargain counters draw
trade into the place of business. They
help the retailer turn over his stock
of slow movers that may as well be
sold at a loss as to remain increasing
in age. Besides they show up the rest
of the stock. Often times the bargain
counter is situated in different parts of
the store for different sales, hence gets
the people to see the different lines
carried.
The value or price tags is certainly
shown in the catalog. If they were
used many people would probably
buy where they would not IL they had
to ask the price Of everything. 1t
makes them feel more at leisure and
gives them more time to weigh the
utility with the cost Of the article.
This Is why so many long hours are
spent over the catalog. People are
fond of combining their desires so as to
get the greatest good out of the least
outlay.
The five and ten cent counter sup
plies the needs that are temporary as
well as the permanent needs. Articles
of low monetary value are often as
useful as the more expensive. There
are manufacturers who spend their
entire time making these specialties OF
leaders" for the mail order house.
Why doesn't the retailer make use OF
them.
Such NEAR with advertising by
way of plenty Of space and use of cuts
together with a pointed appeal will
and Is bound to get results and re-
suits that are profitable.
With the advent Of parcel Is post a
still wider field has opened up. When
the scheme of delivery was first intro.
duced it proved a wonderful benefit.
Then the telephone enabled towns
people to supply their wants by not
having to go to the stores to do it.
Now the parcels post extends this ad.
vantage to the rural communities. Not
only can they obtain fresh goods by
post but they can also exchange
credit, in the way OF butter and eggs,
fresh garden truck and SO N. II the
farmer purchases his machinery and
household goods from the neighboring
market he will always be able to get
satisfaction quicker than IL he is a
mail order man. For instance, in win
ter, the roads and weather might make
it very uncomfortable for him to go to
town and still it is necessary for him
to have repairs in the shortest time
possible. BY phoning in his order he
may receive the order by morning
post. If such repairs were not carried
1t is up to the retailer to telegraph and
have parts sent direct by post. In this
case it is the retailers place to stand
one-half the telegraph expense. This