The Telegraph-courier. [volume] (Kenosha, Wis.) 1888-1946, 1914-07-02
CLEAN STORES
ATTRACT TRADE
Dust a Parasite That EAT,
Into Profits.
SHOPPERS OETEST FILTH

Many Merchants Fan TO Understand
Value of Hastily Arranged Exhibits
cobwehs and Trade DON'T Mkt,
to Date Reta2sr Uses Wordiess Ian
suase In Fine Display.
copyrighted, 1914. by Thomas j. SuIlivani
Cleanliness is next to goodness ana
is indeed a duty. Even from the
body's purity the mind receives secre
sympathetic aid.
So great is the effect OF cleanliness
upon man that it extends even TO his
moral character.
Virtue never dwelt long with filth
nor do ] believe that there ever was
person scrupulously attentive to clean
liness who was consummate villain
But cleanliness in commercialism IA
the most to be admired
Not Sufficiently Attractive.
An unclean, discrderly store cap.
not hope to make big success in
these days of advancement. One OF
the principal reasons why rural con.
sumers have gone to the large city
stores and retail mail order houses is
because some of the home stores have
not been sufficiently attractive. They
have lacked both in orderliness and
cleanliness.
The successful merchant is the one
who not only keeps his store up to the
point of mans idea of cleanliness,
but also up to the woman's standard
of perfection. and. strange as it may
seem, dirty people do not like to trade
in dirty store, and a clearly person
will never trade in a dirty store If he
can help it. and the chances are hum
dred to one he can help it
The retail mail order houses show
in their every move thorough reeogni-
ton of the fact that woman has be-
come the purchasing agent for the
American home.
The successful merchant is the one
who has discovered what women want
and in what form they want it dis
played.
Women Enjoy Looking Around.
A woman enters a store much as
man enters a theater-both are willing
to be interested Women enjoy look
ing
The store which makes looking east.
est and its display the freshest and
most varied goes long way toward
iDduosy,~r M. 20 copfpa bar ehapnips, xc.
that one store.
The success of retail mail order
houses proves that shoppers enjoy
leisure in their inspection of goods
which they propose purchasing, as
their immense catalogues are but dis
play of their wares and can be studied
at leisure and ideas formed as to just
how the actual goods themselves would
correspond with the attractive Illus
trated display.
Beauty commonly produces love, but
cleanliness preserves it Age itself is
not unamiable while it is preserved
clean and unsullied. ike a piece of
metal constantly kept smooth and
bright, which we look on with more
pleasure than on a new vessel canker-
ed with rust
Must Use WordIess Languages.
The catalogue house is hundreds of
miles away. asks payment in advance,
causes the consumer endless delays.
talks in print about mere pictures OF
goods, but in spite Of all these disad-
vantages it does interest and convince
by means of its displays in its cata.
logues and the opportunity of the shop
per to 'shop" undisturbed.
The up to date retailer is persistently
asking people to buy his goods, not by
constantly boring them with spoken or
written questions. but simply by the
method and manner in which his goods
are displayed
His goods must talk for him, and
talk effectually, and the language must
be wordless.
But the pulling power of price and
quality will not overcome the handicap
of dirty, disorderly stock and store.
o. o
Cobwebs and trade were never good
friends.
They clash whenever they meet
Don't let them meet
Cleanliness an Asset.
Dust is a parasite that eats into
profits. Don't throw away your prof
It's. Throw away the dust; sweep out
the cobwebs. A dirty article is never
a salable one.
Cleanliness Is an invaluable asset
It means money in every mans pock-
ct, both from the standpoint Of money
credit and sales.
Unhdiness and uncleanliness are
not alone found among some mer-
chants. but they are too often found
In the home, the professional mans
Office, the hotel and on the farm as
well, and | sometimes think men ana
women so thoughtless and shiftIess
must have cobwebs on their brains.