Richmond times-dispatch. [volume] (Richmond, Va.) 1914-current, 1921-11-16
which is handled through this de
partmcnt. .bt
Moving Spirit OF Trade Extension.

p d.
Moving Spirit OF Trade Extension.
The moving spirit OF the trade OK.
tension department. is Charles q
Mench. brother of John SIench
managing director of the store
Probably it would be hard to fInd a
better personality for the job he has
undertaken than Mench's,. for his
WORK has given him an ideal back
ground for his new post. Following
an experience with some of the
largest merchandising firms in the
country, including Marshall Field &
Co. Mcnch went to a little Okla
homa town with n population OF 40
people. where for the last fifteen
years he has conducted his own gem
ernl store. During that time tho
oklahoma town grew. OF course, but
tittccn years or merchandising in a
small community where the personal
equation and the determining factor
is ideal training for building up trade
among the rural customers OF big
department store.
1t is Mcnch's theory that the de-
partmcnt store is entirely too i'm
personal in it's dealings with its Gus
toners and especially the rural trade.
which ;s accustomed 10 all sorts OF
personal attention from the small
town. merchant. Further. the big
city store is apt 20 make buying an
entirely too complicated matter FOR
the out-of-town shopper. not realiz-
n!; that the very atmosphere OF the
department store is apt to prove con-
fusing To the man or woman from
the small town. who perhaps makes
Il shopping trip TO the city only three
or four times year. lie believes
that many sales are lost by depart
ment stores because the multiplicity
OF departments and counters is con-
fusing TO the out-of-town shopper.
Consequently Mr.. Mcnch has placed
his office on the balcony overlooking
the first floor OF tho Duffy Powers
store. where he commands a full view
Of all OF the, entrances and exits OF
the store. 1t is here that on Fridays
and Saturdays. the big rural shop
ping DAYS in this section. Mr.. Mench
is usually to be found. ready to cX-
tend a cordial handshake aud a hearty
word Of direction wherever needed.
And it is often needed. Mr.. Mcnch
declares.
soon Spots Rurni Customers.
one soon learns To identify the
rural customer as soon as he enters
the store" says Mr.. Nench. often
little family Will wander aimlessly
about the a.slcs for a time and would
'ilcu lttN' tNe fIOTc without
ing a purchase or asking Il question
were not some one at hand to take
them in charge. The floor manager
and the average sales clerk make
little Roadway with this type OF Gus
toner. They simply don't speak tho
same language or think in the same
channels"
The first four days OF the week
Mr.. Mench spends getting in personal
touch with the rural patrons OF the
store. often making personal calls
at farmhouse or a village home.
ostcns!bly FOR tn. purpose OF follow
ing up purchase or adjusting some
minor complaint, but actually for the
purp0fe OF making tho name Duffy
Powers mean something more 10 tho
customer than sevenstory build
ing fan of merchandise. To hundreds
OF customers who already have
made his acquaintance Mr.. Mench IS
the Dunypowcrs Company
Eventually ! hope 10 be able ia
greet IS per cent OF our rural Gus
tomere by name" declared Mr.. Mench.
'Copyri ght. 1921. Public Ledger Coz