Evening star. [volume] (Washington, D.C.) 1854-1972, 1931-09-17
STORES PROVE AID
IN BUILDING TOWNS
]. C. Penney Predicts Good
Future for Merchants
in Smaller Cities.
Special Dispatch to The Star.

ference on Retail Distribution, held un-
der the auspices Of the Harvard Schoo
of Business, Massachusetts, Institute oi
Technology, and sponsored by leading
organizations throughout the country
said at the session at the University
Club last Monday that "the small
community store can, in general, meas
ure its anticipation of success by its
willingness to make itself steadily
increasing factor of convenience to that
community.
IAN examination of the stock carried
by various stores in so-called small
communities will reveal interesting diff
ferences which make a marked rehec-
ton upon the business ingenuity OF the
men who direct the separate stores.
"a great deal has been said in the
past few years about new forms OF
competition entering the retail field
which are certain to spell defeat fol
the local independent community store
Branches operated by large depart
ment stores with their headquarters In
central metropolitan areas, chain stores
and cooperative merchandising units
have been cited by some critics as max
ing it impossible for the independent
small community store to hope to sur
vive in the struggle for existence.
1T is interesting to learn that what
may be considered by the local mer-
chant as an encroachment OF his buSl-
ness opportunity by the entrance OF
these types of stores has in numerous
cases, applicable in a general way to
all parts of the country. been followed
by an increase in the business oppor-
tiInities shared by the local stores.
"A town of 5000 people with an APP
parently adequate number OF local
stores suddenly sees two or three more
aggressive stores adequately financed
and managed making bid Tor local
business.
''rThe assumption is that the business
there is in town and is going to De
further divided down to point Whsre
nc one has real opportunity.
Trading Area Expanded.
"What really happens-and instances
seem to point to the fact that 1t actu-
ally happens in the majority OF cases
is this: The local community suddenly
finds that more people are coming into
town: in other words, that the trading
area is being expanded.
1.-The attractiveneSs of the community
as a trading place is presented TO
steadily increasing number OF people.
There is nothing there TO prevent tne
local merchant from making bid LOT
AeAN-ANSSS
coming to town.
ct IS undoubtedly true that the larger
mercantile institutions operating either
as Individual units in medium or large
sized communities or as units OF ma
tionaI organizations. have set an en-
tirely new pace in the conduct OF re-
tail operations.
sThe merchant in the small COM
munity who contents himself with sit
ting back on the assumption tnaI
things will continue in his community
on the same plane that they have ex-
listed on for years is doomed to certain
disappointment and failure.
'TTne general speeding up IN all oul
retail activities, from their very source
with the person who does the buylne
for the store to the ultimate end IN the
negotiations between the salespersor
and the customer, has furnished tns
storekeeper in the small community
with advantages he has never before
possessed.
ssTfle small community merchant who
makes up his mind to advance with the
trend Of the times must advance moi
alone in window trims, store MIXTURES
advertising and Improvement, but II
merchandise stock
HE must advance equally in his reg
uIation Of his own financial affairs.
Improbable Operations.
crime is not too far back when
pricing was done on the basis OF what
the traffic would bear. Today it Is
done on the basis of the lowest posi-
BILE MAKEUP consistent with business
safety, made profitable by the rapidly
of turnover.
IN a large percentage of stores In
small communities the reason for I'm
profitable operations is oftentimes found
in thumb-worn boxes, shop-worn mer-
chandise, items of merchandise stored
away in the basement and forgotten
or tucked under the counters.
ut is often found in price tags, which
are not in any way in reflection of the
current market value of the items which
they cover. They are found in the I'M
willingness of the operator of the store
to face the fact that he has made Q
mistake in buying and that the WIS.,
thing for him TO do is Immediately L
reprice surplus stock and old stock anc
get rid of it.
"Oftentimes destructive failures car
be prevented by such cleaning processes
A man may either put his own store or
a profitable foundation or find means
for merging with some other local bust
ness into one unit, which will make
profit for all concerned, simply by being
willing to thoroughly examine his cWr
condition and then correct it. No store
is entitled to success merely because 1
is open.
mo community should be expected tx
pay the expense of injudicious opera
tons on the part OF aspiring heginner'
In business. No group Of retail Gus
toners can be expected to be loyal to {
business institution which in its owl
operations is not returning an equiva
lent LOYALTY and service to them. u
opposition to any opinion which ma.
exist to the contrary, it is not the de-
sire Of the larger merchandising organi
cations to Illustrate the efforts of TIT
stores in small communities.
cit is for the best Of all concerned
II such of these stores as are warranted
in living by the facts concerning theil
operations and management were to &
ahead in furnishing manner
They would be contributing TO bet
ter retail condition throughout tn
country. They would be stimulating
increased retail activities, and in tn
great circle which finds its inception il
the manufacturing plan and its com
pletion in the consumers hands the.
would be expanding the opportunitie
for national development
The right kind of a small com
munity store is part of our social AM
economic Set-up. But the right kind O
such store is far removed from wha
would do few years ago.
Tn the wave of sympathy which Ia
gone up for the old-time storekeeper,
wonder if people really know what the
are talking about.
Would they be satisfied to go bacl
to the things our parents had 10 endur
in their shopping?
''The answer is obvious. They woul
not Modern sales methods have com
not as a standard set by business, bu
as a standard set by customers them
selves.
Business as a whole is CONSTANT
behind the market 1t wants 70 serve
matters Of progress. The changin