Every evening, Wilmington daily commercial., 1918-02-20
FIND THE BAD SPOT
IN YOUR BUSINESS
Merchants at Institute Hear An
other Profitable Lecture From
Expert Fisk.

There was another large attendance
last night at the Hotel du Pont OF Mer-
chants and merchandisers at the Mer-
chants Institute conducted by James w.
Fisk, the expert, under the auspices OF the
Chamber of Commerce.
In the course of his Introductory
remarks Mr.. Fisk informed his hearers
that there were probably far too many
rtail stores in this country for the good OF
either country or store keepers, because
there was one retail store Tor each az
inhabitants of the United States. lie SAID
that probably 90 per cent OF them were
over stocked, due largely to the cry which
rcsounded through the land, when the
war began, that there were great shortages
coming, and merchants had better stock
up heavily in anticipation, while the goods
were available He urged that merchants
who desire to make their business sue
rcssful should study their purchasing
public, and ascertain what dictates pubiic
demand for certain articles or STYLES, and
follow the results of that investigation
Ninety per cent of the sales made today
are To women, and they control nine oi
the other ten which are made by men.
A BUSINESS QUESTIONABLE.
Each person present was furnished with
a copy Of qucstionnaIrc, after who n the
session resolved itself into a round table
discussion of the questions gwen. The
u,iestionnairc follows:
MANY of the more successful chain
stores have inspectors who visit each
store two, three or moro times during
the wear and go over its affairs accord
ing TO a definite outline. Some OF the large
METROPOLITAN stores have adopted sImliar
plans. II it is practicable and profitable
Tor these executives to thus analyze their
businesses. il should be profitable for you.
H. is therefore suggested that You
USE this outline for that purpose today,
and that after YOU have answered its
questions by actually finding out what
conditions exist. YOU go over the answers
carefully and begin applying remedies at
once. or that YOU write me for ideas used
IN other stores that may help solve your
problem.
/. Is the sidewalk in front of the store
clean?
, Does the store front need cleaning
or painting?
8. Is the awning dirty, unsightly or
In need of repair?
( Are the windows clean and bright?
; Is there sufficient light in the win
dowS and are the lighting fixtures SO
arranged rs not to take attention from the
goods? Is your front as well nghted as
your competitors?
g. Are vour show windows too crowd
ed? Is the display fresh and clean? Has
II n sufficient number OF price tickets and
window cards? Are any Of the goods solled
or faded? Have any OF the goods for other
reasons been displayed too long? DO the
goods shown 60 well together? Is there
sufficient showing Of profitable lines?
Is the display seasonable? Has II definite
purpose as 70 dispose of Oyerstocks or
call attention to new goods. Is It har-
moniolls in color? Is it perfect from a
huslness-cetting as well as an artistic
standpoint? How many Of the passers-by
look at the window This can easily be
determined by counting those who pass
YOUR store from 10 TO l0.l4 a. m. and 3
10 3.l5 p. m, on any day, and noting
how many look st the windows.
:. If you have outside show cases,
are their displays clean and complete.
or has something been taken out TO sell
and not replaced. Are they well lighted?
Are they supplied with necessary price
tickets or explanatory cards?
s Are all show cases and shelves
throughout the store clean and well
arranged? II not. which need attention?
o Are your interior lights clean and
properly located? Is there enough light
IN the store or are there dark corners
10 Arc all signs and price cards about
the store slightly and in keeping with the
goods?
DISPLAY or MERCHANDISE
II. Are all lines that should be dis
PLAYED on tables or counters? Are
any OF these goods sOiled. broken or
otherwise in unstable condition? Are
they mixed up or poorly arranged? Are
they plainly marked so that customers
can ten what they are, etc, without ask
ing questions? Are too many goods
shown? Is too much space given to any
lne. and If so. which ones? Are any of the
goods piled too high? Are goods easily
soiled or exposed TO dirt? Are counter
and table displays In the front of the store
especially attractive2 Are they changed
often enough?
II. Are any goods needed In stock,
and If so, what? (Employes can supply
much OF this information as you go from
one to another IN your inspectiOn.)
l3. Are all goods marked?
ii. In what lines are there overstocks?
Is. List odds and ends and slow sellers.
10. is the reserve stock IN each line IN
good condition?
IL Are the window fixtures not In use
well taken care of?
Is. What Is the condition of out of the
way corners, as under the counters?