Perth Amboy evening news., 1922-03-15

"U,m. 1t sounds mighty Iunny "
me. If your facts are u Ellen
Yonng turned to the gaunt,. worried
looking man, with craving mar, VINO
sat beside her in the Bingham Hotei
lobby. ,uss
Come and see for yourself, Miss
Young. That's why l SEM Ior you,
to show you my store. It's a peauty
"a smart, exclusive woman snop.
I carry the most cio.hes
in town at lowest prices. Other
merchants can't make out why I'm
gradually falling The man sigh.
ed. ~ only hope you a tell me.
''Well see."" Ellen Young rose
actively a smartly dressed, slender
young woman, with a keen, aieft
face, ITO begin with, are your GOODS
too high priced? Or do you carry
apparel unsuited to the women OF
That's Just it, Miss Young"-the
man grew excited. II have lowered
prices. My store Is beautifully dec
GRATED in French gray paneled style
of Louis XVI. l carry just the styles
the girls and women of Winston are
wearing. What's the matter with my
store? Why am / losing money every
day, while stores all round me,
more expensive and carrying poore
quality goods. are succeeding.
Ellen walked briskly alongside the
tall man, listening intently as ne
pointed out sights of interest IN n
medium-sized city Of Winston. Then
suddenly-"There's my store on the
other side of the street. See? The
one with that big empty store next
to it."
what street is this? Crescent. Is
this W%inston's main street?'
.'Yes. This is our most fashion,
able shopping street. Why the store
before mine-that is, where I'm 10.
Gated now, failed because it carried
such cheap goods. But I've changed
it. Say, aren't my decorations beau
tiful?"
Ellen Young looked around the
store. 1t was artistically decorated
and the stock Of women's dresses
and blouses was smart and well
selected.
Three hours later. after she had
visited several other stores in VIM
ston, Ellen Young faced the worried
merchant:
your stor's all right, Mr.. Ben
son. You should be making money.
But you never will in this location.
That's why you're failing. Didn't you
ever stop to think of the relation of
store locations to their success? To
begin with, the success of any store
is governed largely by its environ
ment. Your store has IN empty store
next to it it's been empty now for
seven months. For some mysterious
reason, people do not like to shop
- 4tx,k l,-~tN no 1ffx-A 80
roundings. Look at the dirty win
dow in the store next door," The
two stood in the street studying the
two shops. Why, do you know,
Mr.. Benson, that a department store
in Indiana occupies an adjoining
store not because it needs additional
space, but to maintain an appear
ance of uccess and prosperity near
the store, 1 have known merchants
to seek tenants for property neal
theirs, not because they have any in
terest or profit in it-but to keep
their own store in successful sur
roundings."
Maybe that's true about mine,'
unused Benson hopefully.
"I know it is. Furthermore, your
store is in a location in which a pre-
vious store failed. People remember
that failure and for some reason will
always associate it with your store,
Most merchants avoid locating in a
neighborhood or in a store building
where there has been a previous fail
ure. It'll pay you to move down the
street. Mr.. Benson. ! see that a little
gift shop near the big department
store is moving out. Take their loca-
ton. It's dandy"
The next morning, az Ellen Young
stopped at the Benson Shop, she was
greeted by the gaunt man, fairly
panicstricken.
my God, Miss Young. This Is
going from the frying pan into the
fire. I've signed a lease for that new
location near the big Barringer De-
partment Store and I just learn that
they have the busiest women's ap-
pare1 department in town. / can't
compete with them. Now, I'll surely
fail"
"And you've paid a deposit Of $3.50,
Ell"
"Miss Young, this Is serious" Mr..
Benson grew angry. 81 thought you
were a merchandising expert. Here
I've taken your advice and probably
lost $3.50, d you consider 1t good
advice telling me to move near my
closest competitor"
GLOW did this merchant meet COM
petition in selling? Read tomorrow
what Ellen Young, Doctor Of Sales,
says about it,.
Let Miss Leigh answer your bust
ness questions on selling, buying, ad-
vertising, employment. Ask your
questions clearly and give all the
facts. Questions requiring techni-
cal " will be answered by mail.
Others will be replied to In this
column.
Copyright, 1922. by Public Ledger
Company
THE COMMERCIAL PRESS