The Telegraph-courier. [volume] (Kenosha, Wis.) 1888-1946, 1914-07-09
ATTRACT WOMEN
TO YOUR STORE
They Do Most Of the Family
Shopping.
KEEP TO THEIR STANDARD.

They Are More Observing Than Men
and VIII Not Make Their Purchases
In Disorder and onfusion-lmmacu
late Array Of Goods Pieases Them.
The shiftless Merchant FailS.
| copyrighted. 1914. by Thomas ]. Sullivan. !
An acorn is not an oak when It il
sprouted. IL must go through long
summers and fierce winters and en-
dure all the frost and snow and thun-
der and storms and side striking winds
before it Is a full grown oak.
Not Hall Man.
So man Is not man when he Is
created. He is only just begun. His
manhood must come with years. He
who travels through life prosperous
and goes to his grave without a wrin-
kle is not half man. Difficulties are
Gods errands and trainers, and only
through them can one attain to the
fullness OF manhood.
And what a chimera Is man, what
confused chase. what subject OF
contradiction proposed judge of all
things and yet feeble worm Of the
earth; the great depository and guard
ian OF truth and yet mere huddle
Of uncertainty: the glory and scandal
of the universel
Women Greatest Shoppers.
Man is a sort of dependent creature,
and that is why woman took him in
charge and relegated him to the rear
OF the procession. at least so far as the
purchasing agent of the home necessa-
ries goes. Some extravagant guesser
has guessed that so per cent Of ali retail
buying is done by women.
We guess that that guess is too high.
Men have more to do with the fam
fly shopping than they are often will
ing to have their wives, daughters and
sisters admit to friends.
Men are the court of last resort, and
the case is often reversed, as the ex-
changed and returned goods depart
ment Of almost any store can testify.
Perhaps the expense Of these depart
ments would be largely reduced II the
stores were made more attractive to
men, IL It were less unusual and less
embarrassing for them to shop. Ger
tain it is that, even though the women
make 80 per cent of the family pur-
chases, the men must be catered to In
any store that is to succeed.
Women Very Observing.
But, primarily. the stores are for
women. They make up the majority
of every merchants customers. For
them the right merchandise must be
secured; to them the merchant must
make his appeal.
Just as surely as women are natu-
rally more observing than men, just so
surely will the merchant make the
mistake of his life If he attempts to
run big store in sloppy, slipshod
way. The successful store must be
kept up to the woman's standard.
| Many men who are good merchants
in other respects fail here and then
wonder why they do not get the trade
wonder why it goes to the big city
| stores or to the retail mail order
! houses.
Attractive Stores Win.
| Observing women who are careful
and conscientious housekeepers are
not going to buy In disorder and con-
| fusion. One way q merchant can
place himself out of reach Of competi-
ton is to make his store so conspicu-
Gus for its attractiveness, its cleanli-
ness, It's immaculate order, its con-
venience for women, that even the
most particular of the sex will show
her delight In it.
This is the most effective and least ex-
pensive advertising merchant can do.
| In the business world OF today there
is no place for weakling. Business
is mans game and must be played
In mans way.
Shiftiess Merchant Fails.
The failure Of the merchant who
keeps dirty, sloppy store, In an In
l OOACAt~ SAALbCSo way naGAAc 04OLANA
revolution of the wheel OF progress.
His trip to the scrap heap is for the
general coed. for the betterment and
advancement OF the industry he would
keep In disrepute. That man is al
ready on the creased side OF the tobog-
gan. It is but question Of time when
/ you will hear him fall.
/ Weman's keen eye soon sorts cut the
storekeeper from the real alive, up to
date merchant and 1t does not take
her any great length OF 1rne to forget
that the dead. sleepy storekeeper ever
existed, and he is so dumb and brain
less that he can't account for the loss
of her trade.
She VIII Tell Him.
Let him ask any woman In his town
why he failed to get her trade, and
she can and win soon tell him that the
sooner such business man or store
keeper as be retires and leaves ths
feld to his more progressive competitor
the better Il will be for himself and