The Bennington evening banner. (Bennington, Vt.) 19??-1961, 1915-09-11
FIGHT MAIL ORDER HOUSE.

ros3 II lie Tries.
Coming, ass It does, from the MGR
eaaAdlse maa for a store in Montana
enter Of liti,e more tlln l,G0o popn-
idt.ou, the Following article in regard
% buchins tie rail o.der house com
petition shcu.d appeal yery strongly 10
Il great many readers. It viii be seen
Hat The merchandise uln who haa
contributed this Interesting and sug
glativc statement takes an optimistic
,icY of the retailers opportunities for
heading OF nail order house coinpcti,
ton. and, Ia part at least, lie suggests
how this is to be done lie saysai
There mas been for some time. and Is
yet grief among small town merchants
owing to the large business done in
their locality through the retail mail
ordcr houses. More so since the par-
eel post system has come and also the
reduction in express rates throughout
the United States.
Tie question is, What Is the main
cause OF this condition? | have been
located with small town merchants for
some time and have made careful
investigation of this condition, which
| know exists, and | believe and viii
say that | know that in ninety-ninc
cases out of a hundred the merchant
himself is To blame.
He has, if | may say it, fallen into Il
rut. He has many dollars tied up with
Old merchandise which he cannot move
and will not buy any now goods he
cause he has not sold his old stock,
and, besides, he argues, the mail order
houses are doing the largest amount of
business in his town and district.
which he ought to have.
In other words. his store is full tn
the doors with unsuitable merchandise.
ana the people are tired OF seeing it.
With all the national advertising that
is done through the i..tsazincs and
newspapers the people are Informed OF
the newest, up TO date, stylish wear
ing apparel, shoes. hats, etc That Is
what they want, ana they viii have it
because 1t is the newest thing out.
And If their home town store has no
such merchandise where are they go,
Ing to get il!
They look through the catalogues
which the mail order house has SO
kindly sent them. pick what they want
out, send Il money order. and in Il few
days the newest styles are delivered
to them. Even If it costs little more
By parcel post they will have it,.
Now, then, If Mr., Small Town Mer-
chant will open his eyes and take
good look ut his store ana stock, put
his old merchandise out at a price that
will move it, and move it; ii he viii
change the stock around, should it be
necessary / know that changes
sell merehandise-if he will make at
tractive window and ledge displays
and buy new, UP TO date, stylish MGR
chandise he will find the largest
amount of his mail order competition
disappearing.
1t Is only right that the merchant
should have the business OF his town
and surrounding locality, and ii is up
to him to go after it ight-and gct it. 1
Recently have been watching the
customers very closely while making
purchases, and In many cases they
say: Il can never get what | want III
this store. They never have anything
new, l might have known better than
to come here. shall have to send To-
the mail order house for what | want,
The result is that the merchant has
probably lost Il good customer for good
and that every day he is driving others
away through these conditions, which
| know to exist
/ know of one merchant who has
sizable general merchandise store and
also has the postolIlce in his store, and
it keeps him so busy writing out money
orders for the mail eGiler houses and
receiving mail order packages for the
people in his town that he has no time
to wait on the little trade he has left,
but which is fast getting away from
him.
Now, then, NJ, Merchant, il is up to
you to get busy and get what the poo
pie want. They are tired of seeing old
stock. 1t must be new, up to date ana
stylish--for this day and generation. -