Imperial Valley press., 1944-12-03
OFFERS ADVICE

feS>l0nal education.
OFFERS ADVICE
7 especially recommend training
which Will make men experts in dis
tributicn. This includes storekeep-
ing. outside selling, advertising,
market research. etc.
Il 100000 small stores have been
closed by men who have entered the
service. During this time there has
been no increase in the number of
chain stores. Hence. the postwar
competition will be less.
l21 The population of the United
States is increasing at about 100000
per year. This means that there will
be several million more retail Gus
toners in the postwar days than
there were before the war.
80 It will be easy enough after
the war 10 manufacture goods. but
in order to keep the factories going
the goods must be sold. The entire
postwar employment situation de-
pends upon the efficiency OF post
war retailing.
"a There Is muuil 20 learn in
connection with distribution. While
the efficiency of manufacturing has
greatly increased and the cost per
unit has decreased. the cost of re-
failing has gone up. This difficulty
can. and must. be solved
t5) The present system of distri-
button holds the key to free enter
prise" rs this depends largely upon
full employment and low cost of
living. Those who are interested in
continuing free enterprise and in
avoiding communism should give
more thought TO efficient merchan-
dizing.
Co People will have mere money
to spend in the post war period.
There will be 4 surplus in the hands
of consumers of about 100000 000,-
600 III addition to their current
earnings.
% More than 100000 marriages
have taken place since Pearl Har-
Dor and this figure will probably be
over 100000 when the boys return.
This means that there must be
great demand for housing. Every
new home gives a boost to over 80
industries, including furniture and
home appliances of all kinds.
49, Things have been wearing out
very rapidly during the war. Homes
must be rebuilt, repaired and mod
ernized Equipment of all kinds, for
homes, offices and factories has been
wearing cut There will be an ab-
normal need for all kinds of replace
ments which can be bought at some
retail store.
(9) There have been about 12500.-
900 children born in the United
States since Pearl Harbor. Of this
number. over 2,000,00C are in excess
OF the normal birth rate. The poor
est retail purchasers are the aged,
who are dying off; but the best are
the children and their parents.
G0) Consumer goods are not only
wearing out. but styles are changing.
New things which will come on the
market after the war will be of de-
signs which will make the old things
look obsolete. This applies not only
TO houses furniture, wearing ap-
parel but even to foods and bever-
ages.
1D Billions of dollars will be re-
ouired merely to bring factories, Of
fices. homes and individuals up TO
date" The farms of the country will
especially need attention. The land
has been overworked; fertilization
has been neglected; farm imple-
.nents are out of date. Moreover,
the farmers will have more money
and less debts after the war than
they have ever had before. All OF
these farm purchases must come
through retailers.
12D Even the retail stores them
selves will be large purchasers. Most |
of them must be refurnished, re-
lighted and repainted. Air condi-
tioning must be installed in many; /
refrigeration and other new equip
ment will be needed. A large store Is
not necessary. 1t may have only |
10-fcot frontage, but it should have |
modern furnishings with an excel
lent show window.
Returning service men also should |
consider Warehousing, transporta-
ton. financing, advertising, printing
and various other departments OF
distribution. The cooperatives, or
group buying, or voluntary chains
or manufacturers branches present
opportunities. I suppose there al
ways will be an opportunity for the
old style wholesalers, but that diVi-
sion does not appeal to me.
IN CHAIN STORES
The greatest opportunity lies with
the chain stores, especially the va
riety chains. Next in Importance
come the supermarkets; and third,
the department stores. House-to-
house selling will always be profit
able for those with quits"
Consumer credit will come back;