The Richmond Virginian. (Richmond, Va.) 1910-1920, 1914-03-05
EXPOSES SECRET OF
BUSINESS SUCCESS
BEFORE BIG CROWD
Continued from First Page.)

ut,,at!on to the study OF common sense
system and service. which is the foun-
dalton principle of ali business. The
first principle of any store, no matter
what it's size or where 80 is located
in the country or the city--should be
20 furnish merchandise to It's patrons
as IL Is demanded by them and at the
very time IL Is wanted.
The progressive merchant will also
be wise enough To anticipate this de-
nand in advance Of the actual call for
the goods This lis his opportunity
20 build up an increased business by
providing and exhibiting new meF-
thandisc not actually demanded but
for which there is always an eager eE-
pectancY on the part of any people, in
any community. This new merchan-
disc, If carefully purchased and at
tractively exhibited. will generally ind
"a fair and satisfactory sale.
I'm order to do this the merchant
himself must be aggressive, systema-
tie and thoroughly posted in the mar
Kets 10 which he goes for his mer-
chamdise. and thoroughly acquainted
with the needs Of his patrons as well
as the estimated possibilities of new
business, through sales OF new mer-
chandise not actually called for. The
merchant must know his community,
he must know it's taste, and it's capacity
to purchase always little better .mer-
chAudise than has heretofore been
shown.
"pur store Is divided into fifteen
division. Each division has its sepa-
/ rate manager and corps Of assistants
and sales people, and is managed as
if il were d separate store. To each
division is assigned a certain amount
of capital to invest in merchandise.
which is its purchasing power, and
which il is expected to turn over sum
tcieutly often every twelve months to
show a satisfactory percentage OF
profits on the investment All meT-
chandise is charged to the department
for which it Is intended and every item
of expense connected with the conduct
Of the business of the department from
! tweine and wrapping paper on up the
list, including salaries, advertising, de-
livery of merchandise, heat, light, in
surance. taxes, etc,
Mutual Responsibility.
LAS much Of our help comes 10 us
unframed and totally inexperienced, 1t
has become a fixed rule of this store 10
select the highest type of help, and
our instruction to our department
managers are to use every effort TO
develop the help to The highest point
of efficiency by appoEtioning to each
Of them some share Ia the responsible
ny OF the department work. by TINS
fltelh0Q the iEttt3GtEN Siiu paliiS'ftfNt''a
are advanced, and frcm their ranks,
whenever possible, vacancies for buy
ers anr managers are filled.
| Responsibility is the step TO and
! The keynote of efficiency. Our man
ayers are advised to get the full CO.
| operation of their help by imposing
upon them responsible work and by
reposing in them confidence anc trust
/ To treat them as co-lahorers or part
rt.stl hal "A measure instead
| OF q labor.
Efficient system Is our greatest
necessity. and efficient service Is our
greatest advertisement. No progress
sive store can ignore these two es-
4 So initial factors--they are important
alike in small and large stores. The
moment we End anything lax in our
system, we at once call into consuita-
/ ton some of our best help and seek
! q speedy remedy for the weak spot.
/ This store has grown from a very
small beginning of one floor 20x7b
feet. just about the size of the average
country store. Its progress has been
one of gradual but continuous growth
/ and expansion, step by step, We be-
gan our business career as entire
strangers in Richmond with a few
| thousand dollars. IL modest credit and
| plenty of faith. We had more Difficult
/ ties To contend with in the first ten
wears of our existence than perhaps
/ falls to the average merchants be-
cause. came 10 new territory uifd
lacked acqualnt4nces end experience.
We never permitted conditions 10 dis
courage U.S. and never lost an oppor-
] tuntty to broaden the scope OF our
/ business.
! Turn Over Money.
/ TT has been our rule each year as
we progressed to PIT goodly share
Aair int fTfNn y a q
equipment, the resul. of which has
/ been, that perhaps every dollar so in
vested has earned us two. Whenever
we have seen the way clear to make
any Improvement in the appearance
and physical condition OF our store
building or fixtures. for the better ex-
/ hibition Of merchandise and the bet
ter system of conducting the selling.
we have been quick to install the inn
provement
1T has been our experience that the
public appreciates q live, up-to-date
store, a clean store, both externally
and internally, a clean pavement and
bright attractive windows. A store
| that is well lighted and well appointed
with modern fixtures end modern dis
/ play methods, and with merchandise
artistcaily exhibited. In fact. we
have perhaps received more benefit
from this feature OF advertising than
+ In any other form. Our advertise
inents. which appear nall the daily
( papers of Richmond, are changed
every day. We use them as a means
/ Of announcing 10 the public the ar
rival of new goods, the sale of goods
purchased under the usual market
\ value and sold for less than regular
! prices. Also TO announce the sale OF
goods at reduced prices from regular
stock.
/ our announcements from time to
! time also deal with and reflect the
policy OF the store, which is to al
I ways live up to any cIaim we make,
+ and offer for sale me rchandise as good
4 or better than represented. Our tuy-
ers are urged to make frequent trips
/ 20 New York city. TO keep in close
! touch with the markets and procure
I the very best end latest styles OF lner-
4 chandise, always working for a higher
I class of trade. supplying higher
grade of merchandise. because we be-
4 lleve that is The class Of goods which
! Ia the end gives the best satisfaction
( and cements TO us the best possible
patronage.
4 1t is a recognized :act that in this
a.se. style is tie first consideration
quality the second, service the third,
/ and price the last
\ In conjunction with group OF
I fifteen other large retail stores in the
| North and West, we maintain a New