The independent. [volume] (Elizabeth City, N.C.) 1908-1936, 1928-11-30
CARRYING THE
CHAIN STORE TO
The X ROADS
Elizabeth City Wholesalers
Fight National Chain Store
Systems With Their Own
WEAPONS

dSRiC INV
gressive stand to save themselves
from the competition of the ma
tional chain stores. two Elizabeth
City wholesale grocers have en-
tered the chain store game with a
vim Only they don't like the
term "chain stores' and are try
jng hard 10 find a better word for
them. ...
First in this city to enter the
chain store field was the }. Z. Flora
Co. with It's N. C. Stores. Proceed
ing cautiously, the Flora company
has established nine blue front N.
c. Stores to date, two in Elizabeth
City. The others are In William
ston. Bethel, Washington. Green
vile. Farmtille and Beaufort. This
chain will be more rapidly expand
ell.
And now comes the w. II. Wealth
erly Co.. Elizabeth City wholesale
jobbcrS, who have made connec-
ton with the national Clover Farms
Stores Co chain organization. and
arc extending the chain grocery
system into the rural sections.
Green and gold lGttnred fronts dis
tinguish the Weatherly Clover Farm
Stores and there are already fifteen
of them with eight additional stores
lined up for opening III January.
The Clover Farms Stores arc scat
tered over the counties Of Camden,
Cmrituck. Peruuimans. Chowan and
Gates. with three stores now In
Elizabeth City.
Following cloSely the methods of
the national chain systems, the Eliz-
abeth City operators clean up their
retail stores. put new fronts and
fixtures In them, look after their
stocks. employ chain store pric2
markings and claim to meet nation
al chain store prices. But with this
difference: the locally operated
chain stores do a limited credit
business and make deliveries, where
as the national chain stores do not
oj,ert charge accounts for any one
and operate on strictly cash and
carry basis.
Cooperative buying aud the stand
arlizing of merchandise are two Of
the marked advantages 70 the loca!
retail stores lining up with the local
chain promoters. But the immcdl-
ate and gratifying thing TO the pub
lie In this city and territory is the
renovation and rejrvenation OF just
so many neighbourhood grocery
stores, many OF which were untidy
and run down at the heels.
! With cleaner stores; more e1cc-
tive merchandise displays, prices in
plain view and with new enthuS-
! iasn, the retailers Joining the loca!
chain store enterprises are certain
" making a more inviting showing
and getting down 10 the serious
business of fighting the natlona!
chain stores with their own methods
and resources.
! Saws w. II. Weatherly, speaking
: for the Clover Farm Stores group:
We expect TO make The country
store as attractive. as efficcint and
as completely stocked with stand
ardfairly priced merchandise as the
chain stores of the cities. When we
! have done that. much of the rural
. trade that now passes by the coun-
, try store TO come 10 town for It's
groceries, will stop at The country
store where it will expect TO get the
same service. the same merchandise
and the same prices IL would cX-
pect 70 get in town. But Mr..
Weathrrly 10 date has not backed
I'D this fine line of talk with the
advertising that has played a large
part in making tho national chain
stores the SUCCESS that they arc.
Some idea of the extent OF the
chain grocery store business Is
cleaned from reports at the annual
convention held in Memphis early
! In October, that thc 300 grocery
chains in the United States have
$4,000 unit stores and arc doing a
total business OF 3,O00,0OO,O00 an
nually.