The Lexington intelligencer. [volume] (Lexington, Mo.) 1901-1949, 1916-10-06
THAT WHICH rs PROFITABLE
TO OUR CUSTOMERS,
BFNFFTTS IFS

BENEFITS US
Well, we invited the old German to
unhitch his horses, put them in the
shed back Of the store and come in.
He came as an unbeliever in our adj
vertising and went back home a con-
vert to our idea of merchandising and
with a wagon load Of goods.
Let the force of our idea sink in
That which is profitable to our Gus
toners, benefits us. Carry the idea
further and it resolves into command
ments, which, if followed with dill
gence, will mean success in any I'M
dertaking:
Buy for less, so you can sell for
less
Give full measure Of quality, yards
and pounds
Return purchase money for any
or no reason
Permanent Patrons deserve a per-
centage Of profits
Educate the people not to pay too
much by publishing your prices
A store is a semi-public utility and
thus must carefully conceive and exc
cute comforts and conveniences for its
customers.
By living up to these command
ments, the little Jones Store In Stat.
ford soOn outgrew It's building and its
community. Then we moved to Kan
sas City, Kansas, which is the second
great event that stands out in my
memory.
We opened In 4 little store on Fifth
Street. Just off Of Minnesota Avenus.
We asked for the Missouri side
trade and got 1t, because that which ID
profitable to u customers, benefits
u. And the Jones Store business
grew and grew and grew until we
were literally forced to move TO the
Missouri side, where we opened our
first Kansas City, Missouri store, six
stories and basement, at 9th and Main
Streets, just twenty-OnO years ago this
October.
This is the third great event written
on the white pages Of my memory.
Our Kansas customers came to US,
our Missouri customers came and
brought their friends, for here was a
store that lived the Golden Rule. The
Jones Store at 9th and Main Streets
Gourished.
One midnight after the greatest Sat
turday's business Of our career, Just at
the opening Of Christmas business, the
blue star spangled sky was painted
with the crimson Of flame that shot
from basement to roof of our store
and left only four walls standing.
AS we stood in the roaring heat and
glare, we saw In our imagination q
greater Jones Store rising like a Phoe-
nix from the flames. Monday morn
ing at 9 o'clock, with such stock as we
could quickly gather from u ware
house and nearby wholesale houses, a
Jones Store threw its doors open to
serve the people, having lost only one
hour.
Not long after a few store rooms
were leased on Main Street south Of
18th Street, the dead line" then, and
gradually we crept up and expanded
until in 1902 we occupied the 6-story
white-tile building at 18th and Main,
with 300-foot frontage on Main Street,
And so now twenty-one years since
we opened our first store in Kansas
CITY. Missouri--now when the Jones
Store spreads over 300 feet on Main
Street and nearly 800 feet on Walnut
Street, we prepare to celebrate the vic
tory Of the idea, that which is profit
able to our customers, benefits us.
Monday, October 10th, we are going
to raise the curtain on our Twenty
first Anniversary Sale, and we invite
the people of both Kansas Cities, and
Of the entire Southwest to come.
We invite you who live in distant
cities to come and buy in the South
vests Largest Department Store. To
encourage our friends in this commit
nifty to come, we will refund in cash
5 per cent Of their purchases up to the
amount Of their round trip railroad
fare.
To make your permanent patronage
more profitable, we present you with
Profit Sharing Surety Coupons re-
deepiable in merchandise.
During this, u 21st Anniversary
Sale. we will offer you the Highest
Grade Merchandise at the lowest pos
sible price, the profits in many in
stances having been left off entirely as
the Jones Stores thanks and apprecla-
tion for the splendid sunnnrt nivan us