Evening journal., 1919-05-13
THE ESKIMO IN HIS IGLOO Is NOT THE MODEL
MODERN SHOPPER!

MODERN SHOPPEh
ryoIR credit is the backbone Of your standing in the
Il community
And It's the Wilmington merchant who gives you
credit. lie gives you satisfaction
lie puts himself out TO satisfy the smallest shades Of
your preference in what you buy.
lie exchanges your purchases II they are not salts
factory.
lie gives your money back il you demand it.
He is HE man who stands in person back of his guar
antee. and makes good any losses you may sustain
through faulty goods.
That one word satisfaction" sums it all up.
And there's great significance in that word. The
richness and comfort Of twentieth century civilization
are linked up with the development Of more aud more
varied individual wants with the satisfaction Of those
wants
And just as the most progressive and happy com
muny is that which has the greatest variety Of wants
and the best opportunity of satisfying them a so the
most progressive happy individual is he whose wants
are not only many, but mnuiely satisfied
primitive man has few wants and they easily sat
sled drops and glass beads suffice TO delight the
Eskimo The more civilized the man. the more Intricate
are his wants d takes not Just drops but varied
rennemens Of confectionery TO please the inhoban OF
| an advanced community.
Not rough standardized glass beads but deicatey and
individually designed jewery tho demand Of the highly
| civilized man or woman
The whole world has been fearful conflict over this
very issue Il is the issue between civilization and saw
arery between the Prussan principle Of standardzns
the individual and the American principle of cXatng the
individual giving the freest play 10 his wants and
| abilities
Your standing as free member Of progressive civi-
zation is not enhanced when you feel needs only
vaguely. and satisfy them just vaguely The highly
civilized individual feels wants kcenly, and with many
cearcu shades OF personal preference lie therefore in
sss ON satisfying his wants 10y personal purchases pick
inc out his choice from great variety Of goods actually
put into his hands for individual examination
That means satisfaction.
That is lhe satisfaction which the home merchant gives
which it his whole business in life his whole ambi-
ton, TO give
The merchant with whom you. a person Of refine
eni prefer 10 deal is the home merchant who sets
for himself two tasks:
First by personal cordial cooperation TO ascertain
exactly what YOU individually want whether 1t be in the
style or Mt Of a garment The quality Of a foodstun the
craftsmanship piece Of furniture The type and bind
ing Of a book.
second his task having ascertaned The exact shade OF
your want is 10 satisfy it precisely and permanently to
guarantee H. personally and TO exchange the article or re-
fund your money if satisfaction is not perfect
That is service; that is satisfaction
10 is the keystone of the modern commercial structure
TO demand and to get these two things
Do YOU demand ihemg Are you Eskimo in an sloo,
waiting for cheap sembance OF civilization 10 be sent
to YOU in tho form Of a standardized bauble? OR arc
YOU live progressive. civilized modern not taking what
ever standardized product some eXpoiier fauennS on
profits in another regou chooses TO send YOU by the
mail and caaog process going forth yourself to get
exactly what individually want Of the infinitely varied
products OF civilization?
The home merchant helps YOU to be the latter Service
and satisfaction he gives YOU and ne alone can give
you.
II is your duty not only TO him but to Yourself to
your ciy-to your clyilizaton-to give The home town
merchant your heariiest patronage