The Lexington intelligencer. [volume] (Lexington, Mo.) 1901-1949, 1917-07-20

and trace Oont M'S-OP
to Date Retailer Uses Wordlsss Ian.
guage In Fine Display.
copyrighted. 1914. by Thomas J Sullivan.l
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 1t extends ever to his
moral character.
Virtue never dwelt long with 9th,
nor do | 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 d~isorderly store can
not hope to make "a 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 n
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 1t may
seem, dirty people d0Nnot like to trade
in a dirty store, and a cleanly person
will never trade in a dirty store if he
a help 1t, and the chances are a hun
dred to one be can help it.
The retail mail order houses show
in their every move thorough recogni-
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 1t dis
played
Women Enjoy Looking Around.
y WOuldu elltlS u SlOlG muNn 40 n
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 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
t which they propose purchasing, as
their immense catalogues are but a dis
play Of their wares and can be studied
n at leisure and ideas formed as to Just
how the actual goods themselves would
correspond with the attractive illus
trated display.
U Beauty commonly produces love, bu
cleanliness preserves It. Age itself Il
not unamiable while 1t is preserved
clean and unsullied. like a piece o
metal constantly kept smooth ant
bright. which we look on with NOR,
r pleasure than on a new vessel cankeE
ed with rust
Must Use q Wordless Language,
The catalogue house is hundreds 0
miles away, asks payment in advance
causes the consumer endless delays
talks in print about mere pictures O
goods, but in spite OF all these disaC
vantages 1t does interest and convinc
by means Of its displays In its cats
logues and the opportunity OF the shoI
per to "shop" undisturbed.
Y =
The mp to date retailer is persistent
asking people to buy his goods, not b
= constantly boring them with spoken
written questions, but simply by Il
a. method and manner in which his goot
s. are displayed.
His goods must talk for him, al
talk efectually. and the language mu
be wordless.
nc But the pulling power OF price al
quality will not overcome the handles
Oh Of a dirty. dlsorderly stock and store
IT. y
in Cobwebs and trade were never go'
friends.
They clash whenever they me-
Don't let them meet.
I'll Cleanliness an Asset.
Dust Is a parasite that eats In
profits. Don't throw away your pr
X its. Throw away the dust; sweep q
the cobwebs. A dirty article Is neV
a salable one
Cleanliness Is m Invaluable nsS
It means money in eyrr' mmu ~"
ct. both from the standpoint ot mon
credit aud sales,
untdiness and unciranlin's~
- not alone found Among Sou'e u
Al chants. but the, arr Ico ollru tou
IN In the home, the professional m'
office the hntnl ana IN the iailn
well. and / sometimes think men &
women so %thoughtlesS ana >niifi
" a., an thatr Nrtttns