The Retail Mail Order Problem; Help for the Retailer Disposed to Help Himself (Paperback)

This historic book may have numerous typos and missing text. Purchasers can download a free scanned copy of the original book (without typos) from the publisher. Not indexed. Not illustrated. 1906 Excerpt: ...into your store. It is their advertising that brings retail mail order houses their trade. And through your advertising you can deprive them of that much of their trade as comes from your community. The western farmer fights the prairie fire with a little fire of his own which, kept always under control, he so uses that the bigger fire finding no fuel there on right hre With which to feed sweeps by and leaves him safe. fire So in your advertising you have your saving fire with which to fight the consuming competition of retail mail order houses. And as advertising that is really good begins with the selection of the right merchandise it is obvious that from us, a wholesale catalogue house, you are most likely to obtain the goods with which to fight the retail catalogue house most resultfully. IVAOST of your invitations to enter the store will take form in either your show windows or your printed matter. And results will be greatest when your window displays tell the same story as your newspaper and circular advertising. Too many merchants fail to take the hint in the success the 6 and 10 cent stores achieve with outside advertising effort limited to show windows. True, such stores in locating where their show windows will be seen by people attracted by the newspaper advertising of other merchants can hardly be said to ignore printed matter altogether. But try both ways of advertising fully and fairly, and you will understand why many another merchant would imitate the 5 and 10 cent store, could he feel sure that his windows would be seen by as many as are reached by his printed matter. By good window display we do not mean the kind that demands an expert window trimmer. As a matter of fact the simpler the display the more effective the window is likely to b...