The West Virginian. [volume] (Fairmont, W. Va.) 1914-1974, 1914-12-29
CLEAN STORES
ATTRACT TRADE
Dust 4 Parasite Thai Eats
Into Profits.
SHOPPERS DETEsT FILTH.

Many Merchants Fail to Understand
Value of Hastily Arranged Exhibits.
cobwebs and Trade Don't Mtx-uP
to Date Retailer Uses wordIeso Ian.
suuso In Fine Display.
tcopyrdshtsd. 1874 by Thomas J. s%ullivan.1
Cleanliness is next to goodness and
IS indeed a duty. Even from the
body's purity the mind receives secret
sympathetic aid.
So great is the effect OF cleanliness
upon man that It extends even to his
moral character.
Virtue never dwelt long with 6lth.
nor do I believe that there ever was a
person scrupulously attentive to clean
Illness who was a consummate villain.
But cleanliness In commercialism Is
the most to be admired.
Not Sufficiently Attractive.
An unclean. a dlsorderly store can.
not hope to make a big success In
these days OF Advancement One Of
the principal reasons why rural con.
surners 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 bis store up to the
point Of a 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 a dirty store, and a clearly person
will never trade in a dirty store II he
can help It, and the chances are a hun.
dred to one he can help It.
The retail mail order houses show
in their every move thorough recognl-
ton OF the fact that woman has be-
come the purchasing agent for the
American home.
The successful merchant Is the n
who has discovered what women want
and In what form they want 1t dis
played
Women Enjoy Locking Around.
a woman enters a store much as a
man enters a theater-both r willing
to be interested. Women enjoy look.
ing.
The store which makes looking easi.
est and It's display the freshest and
most varied goes a long way toward
inducing her to contine her shopping to
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 a dis.
play of their wares and can be stIlled
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, like 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 a Wordlsss Language.
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 1t does interest and convince
by means Of its displays in its cata-
logues and the opportunity Of the shop
per to '.shop" undlsturbed.
The up to date retailer ts 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 win not overcome the handicap
Of a dirty, disorderly stock and store
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
q salable one.
Cleanliness Is an Invaluable asset
II means money in every mans peck.
ct both from the standpoint Of money
credit and gales.
Unhdiness and uncleanliness are
rok alopa found among some mar-