The Brattleboro daily reformer. (Brattleboro, Vt.) 1913-1955, 1922-09-30
SATURDAY. SEPTEMBER 80, 1922.
ENTER-MR. PIGGLY wIGGLY.

II
In recent years the retailer has had
50 many hard knocks that he has lost
much of his fighting spirit 4 series of
new movements has left him battered
and afraid and today no one is Just
certain what the future has in store for
this heretofore important factor in the
system of distribution. The first blow
was delivered by the mail order house.
This was followed by several from the
organizers of cooperative buying. Then
came a punch, which was little short .of
a knockout. from the cash-and-carry
store. Before he has had time to re-
cover from the punishment administered
by this assailant the retailer finds him
self face to face with Mr.. Piggy Wig
gly.
Piggy Wiggly is the trade name for
chain system of self-service stores which
originated in the South, and which just
now is extending its activities to New
York and southern New England In
the Piggy Wiggly store which is as
typical of the self-service organization
as the y. & =. store is of the cash-and-
carry kind, the customer passes through
Il turnstile picks up a basket, follows
Il prescribed route through the store and
selects from the stock such articles as
he desires. No salesman is in evidence.
After completing his selections the Gus
toner goes through another turnstile.
presents himself before the cashier who
checks the articles, provides the pur-
chaser with bags, makes the change and
returns the basket to the basket counter
These things done, the buyer goes on his
way.
How can the retailer survive? Surely
not by continuing his. old methods of
refusing to admit anything new. He
can survive only by adapting himself to
changed conditions and by rendering a
service in the community which is in
dispenSable. 1t is easy enough to advO-
cate the trade at home" philosophy, and
in Snug complacency to curse the cash
and-carry and the self-service stores, but
this fundamental economic principle
must ever be remembered: The buyer
is always alert for the cheapest market.
And it is indisputably true that a large
number of village merchants in Vermont
and elsewhere, while cOndemning every
innovation, are making little, if any,
study of how to sell cheaper or render
better service. As a rule no distinction
is made between the credit customer
who has his goods delivered. the credit
customer who takes his goods at the
time of purchase. the cash customer who
has his goods delivered, and the cash
customer who takes his goods at the time
of purchase. The farmer usually pays
cash and asks for no delivery. Yet he
is required to pay the same prices as
the man who is allowed to run a bill
for two or three months, who has his
goods delivered, and to whom, to cap the
climax, a liberal discount is made when
the bill is paid if in fact payment is ever
made. Under these circumstances is it
to be wondered at that the farmer has
patronized the mail-order house?
That retailer will survive who recog-
nizes the existence of new rivals and
who caters to those customers who ask
for credit, exchange privileges, attention
from statesmen, and the delivery of
goods The cafeteria has not displaced
the hotel and the Piggy Wiggly organ
ization will not displace the service
store which sees its opportunity. That
retailer win survive who abandons the
fight against the mail order house. makes