Alma record., 1916-06-22

Value Of TsstiIy Arranged Exhibits.
Cobwsbs and Trade DON'T Mis-Up
10 Date Retailer Uses WordIsss Lam
eusgs In Fine Display.
copyrighted. 1914. by Thomas J. suiiivsn-l
Cleanliness Is next to godliness and
s indeed a duty. Even from the
body's purity the mind receives secret
sympathetic aid.
80 great is the effect of cleanliness
upon man that IL extends even to his
moral character.
Virtue never dwelt long with hlth,
nor do l believe that there ever was
person scrupulously attentive to clean
liness who was a consummate villain
But cleanliness In commercialism is
the most to be admired.
Not Sufficiently Attractive.
An unclean. a disorderly store can
not hope 10 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 a mans idea OF cleanliness.
but also up to the woman's standard
OF perfection. and. strange as II may
seem. dirty people do not like TO trade
In dirty store. and cleanly person
will never trade In a dirty store II be
can help 1t, and the chances are a hun
dred to one he can help 1t.
The retail mail order houses show
In their every move thorough recogni-
tion 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 il dis
played
Women Enjoy Looking Around.
A woman enters 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 it's display the freshest and
most varied goes a long way toward
inducing her to confne 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 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 IL is preserved
clean and unsullied. like a piece II
metal constantly kept smooth and
bright. which we look on with more
pleasure than on a new vessel canker-
ed with rust.
Must Use Wordless 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 it does interest and convince
by means OF its displays In its cata-
Iogues and the opportunity or the shop
per to "shop" undisturbed
The up 10 date retailer Is persistently
asking people 90 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 effectuslly. and the language must
be wordless.
But the pulling power OF price snd
quality will not overcome the handicap
OF dirty. disorderlv stock ami store.
Cobwebs and trade were never good
friends
They clash whenever they meet
Don't let them meet
Read the Record and Trade AT Home.