Show Business Today I JU S. S Economic Controls Controls Hit Retailers Editor note The government ha hat tuned the m most st ambitious and fa tar far economic control program eve err In to organize th the theme theme me front for total war bar Wide Hide World Worl writers Marlow anti and D are devoting live five of the theIr Jb illy columns to what h ot et this sc means In tb the hOt of the average civilian lI and In the following first of the eerIe serle explain what Is le ISa In d Ig store rr f for tor to America ai retailers and their customers customer IAMES MARLOW and ILLIAM 1 PINKERTON Yi WASHINGTON ASHINGTON May 4 Wide Wid orld Government economists edict that price ceilings will wil willock willock ock jock the luxury off the mos most curious urious retail service in the the L ron on Henderson burly boss of caprice price structure used t that hat h a t trase rase in giving storekeepers their irching orders in the home-front home tr IT U. on inflation His s advice to retailers Go over ur r costs of operation with a fine fine- th comb What at that means for the shop- shop ig 19 housewife is less pampering of the customer is always ht perhaps fewer elevator l I les S free lunches songfests and andor or prizes with her shopping sees Less Volume H Henderson argues that a falling falling- En n the volume of sales will be 3 Retailers Retailer's In retailers retailer's greatest headache in 3 months to come rather come rather than of profits caused by zen prices rhe drop In sales of course will Ithe the department store and spa spa- Ity Uy store more than the corner ery or delicatessen It will be benight benight night on first by a shortage of ofas ds as to sell and second by work- work their spending habits check again after the ee of recent months he Tie shortage of goods to sell eady dy is in evidence in many many the the t thinning hi n n i n g cj ks s of radios refrigerators and um cleaners the music deal- deal that an old ph record be turned in for each lone done j one sold the smaller choice styles and color offered to buyRn buy- buy Rn n ii many lines d More Than Ceilings are agreed that e c ceilings alone will not halt drive to inflation h lie he foresighted merchant will wll thumbing through his ledgers he ne weeks to come looking for fores fors es is s to lop off outgo His freeth free- free mi th juggling his profit loss loss and tr lr ires s is definitely limited by m persons person's iderson's marching orders ong the things he cannot do observers read the rules rles ne Substitute ne-Substitute Substitute inferior goods given pr price e level Jevel wo Bring wo-Bring Bring in i a new line lne at a aed aed a ed d price Charge Charge full price to cusi cuss cus- cus ers i s ordinarily given a special ot t rate such as druggists times give doctors or such as 9 ers sometimes give our our Cut ut ur-ut Cut out services which 5 a a necessary part of the value he e goods gods to t the customer a ar er r in ready-mades ready who cus- cus gives free fittings for inice inie in- in ice ie could not start charging alterations ive Refuse ie Refuse to give discounts payment in I cash or other price which were a regular lof of his business dealings dur- dur the he month of March Marh mong mong Inong the things he can do as see it itne ne Cut ne-Cut Cut his price below the ch h high to stimulate greater Ime me of sales no Dicker Dicker with his supplier suppler a lower wholesale price neith- neith f fi these seems a likely out bee beof be- be e of the developing scarcity of ofIs ofIs ofis Is Cut Cut his sales force the loping Doping shortage of man power increasing call cal for workers in jobs Hobs makes it doubly advis- advis to explore this possibility our our lose Close Ur-Close Close 0 out u t money-losing money which have been kept 19 g ig for prestige i ie lye e Consolidate slow moving slow ix Eliminate ix-Eliminate i Eliminate such sch services as L parking lots lot for customers Toning of gasoline soon may down aown their importance cut cuta n a on elevator runs and gener- gener tighten service costs inside t store tore wen Cut v ut en en Cut down dow on deliveries office of defense Is Js S helping groups of local ch chants to reach delivery delver agree- agree its intended to conserve trucks s and gasoline ight Cut Ight-Cut Cut out elaborate pack- pack ig sg g and cut down dow wrapping to this step fits into the onal nal drive to conserve paper ine Stress Inc Stress price and quality in to offset loss of me in- in e service appeals I r during durig the war ot going to be the gay game But government are sure that a merchant I moves carefully can keep go- go without knocking himself out he price ceiling |