New Britain herald., 1929-08-22
MERCHANTS STUDY WINDOW LIGHTING
30 Go to New York to Inspect Westinghouse Displays

Thirty merchants returned home today from New York city where they inspected window lighting dis | plays and heard talks on salesman ! ship as guests of the Westinghouse 1 Lighting Institute.
 The party left New Britain at 4 o'clock Tuesday afternoon, taking a i bus to Hartford. At o'clock the boat sailed from Hartford. After 1 view of the aviation field and some of lIartford's back streets and | half hours watching the scenes gradually merge into some of Con | nectcut's boasted scenic grandeur. | Dinner was served on the boat. i Daylight appreciation of the | changing panorama of Connecticut coast line, gave way to enthusiastic appreciation of an August sunset cn i the river, eliminating in moonlight | seances. Those who did not remain on deck watching the moonlight spent the evening playing setback and pinochle in the dining salon. | Everybody was in bed by 10 o'clock.
 Breakfast was served on the boat at 7;30 o'clock yesterday morning. Immediately after breakfast a vel come on behalf of the City of New York was extended by W. A. Ogles- ty. technical director of the West
 nghousc Lighting Institute, which was the mecca of the New Britain pilgrimage.
 Another bus took the visitors to the institute. where they were vel comcd by Ralph Neumuller, direc- tor of the institute, and H. D. Llf- kin, publicity director.
 A tour of the institute commenced immediately. This tour and what they learned there, the group de- cided, was worth in actual dollars and cents in anticipated increased sales many times what the trip cost them.
 Full scale exhibitions of store, bank, school, shop, theater and street lighting were shown in all their phases. Color changes and automatic signs came in for much attention. Window lighting witli actual demonstrations of the effects of different colored lights ana changing hues on colored objects on display were demonstrated.
 Salesmanship by means of pro- per lighting effects were stressed, as . were methods of displaying and
 merchandising goods for sale.
 Mazda avenue with full sized store fronts, traffic lights in actual opera ton, street lights and gasoline sta tions functioning. vied in popularity , with an electric view of Broadway ; with all it's scintillating electric signs.
 Speaks on Merchandising } In the auditorium Arthur Free man, formerly manager of Gimbe . Brothers and Macy's stores, now 5 l mercantile conSultant delivered ar l hours address on merchandisirg z 3 telling how one man can sell cer = tain products which another ma.
 finds difficulty disposing of. AIr I Freeman called attention to th; s proper use of store windows an' - shelves in displaying goods, and de l plored the fact that so many nor ' chants use their windows for ''junl l storage"
 l He told how chain stores selec D the sites for new business places
 and explained their methods of in
 croasing sales. Citing as an eXamp. e of selling electric waffle irons, h. | pointed out that a window full o : waffle irons will not sell the iron q y rapidly as a breakfast table wit |, one iron and plate of fires - waff1cs covered with maple syru
 placed on linen table cloth along
 side a cup of stcaming hot coffet
 One plate of waffles with a singl Il rose in a vase alongside will SC T., more waffle irons than windo' u full of irons" he explained. 5 He cited similar instances in mer
 chandising hats and screw driver !. A merchant copied S75 Paris hG ~ and put 40 of them on sale at S1
 each. No one bought He remove ~ all but six, placed them on di: - play table on golden standards 0