| Show i RETAILERS S SHOWN J WAY OUT O TROUBLES Advertise and Buy Iu In Union Give Service Advises Babson GLOUCESTER Mass July 20 Roger 20 Roger W ST Babson bo has been b his hit parents here for tor a few da das 8 issued the following state slate m mt nt R ns q lie Ie left the city Every ery IOUP of ot people today bas has its It problems Employers have their difficulties stage age ha hate hae e their struggles and men m n have hate their temptations practical hoe er Is faced b by tile the ot of our Sure Sure- Sureh Sure lv h the they have hae problems to confront in fact our retailers are up against four fundamental difficulties 1 number of re- re re tails falls to find single in the lie states there here dill In Inthe the th 10 sears ear the number of retailers rs baa bas not lu in- in lu-cre lu crea i ed nt t a I eater late than the J I lo 0 ut tit It In another It Ib the number of ot is in- in increasing In creasing 1 r here mOl mole e rapIdly In-II In thAn tile the 2 locI Inci eased cost of doIng doln bus business I Incas iness Retailers are arc fand today nith Ith Increased rents Increased 1 wages es al Increased taxes and In- In tien In I es in almost fI fitly CI depal ot of their business Of course this Is h largely a natural result of ot the Increase in the he number or of retailers instance In lit most cities the re- re retail retail re retail tail section Is Ia limited to a certain area end as the demand for tor store sp c inci Inel eases rents Increase also 3 3 I Automobile all tales sales Th The au- au automobile nu Is affecting the retailers jn in our larger cities During the th past pa t few years sears e Us U's people nav nae been getting out of I the habit of using street cars and nd walking stalking to lo the re- re tall re-tall tall lall stores store they have hae been coming In automobiles Instead But just now as the the base havo formed the auto auto- automobile automobile automobile mobile habit the tha authorities come I around and forbid orbid parking In front of the best retail stores The frontI po- po police Police po I I lice authou cannot CAnnat be blamed for tor making t thOe thc c e rulings but the I on the retail tr trade de In the congested districts is apt to be sery ery I harmful already o the e exclusive e hops hop In the tn center of the dUes cities 1 are r also changing the th class of goods demanded so o that retailers who tail fail to adjust their business ao ac- ac ao I rord are failing fallins by the wa way way- way wayside side Ide ide 4 Chain store competition the Ibe chain store Is In Its iu ane many lines of o trade are already feeling the tir effect of ot chaIn store organizations It Is felt b bv b the I shoe stores hardware dealers stores I hut other lines are gradually being I forced to meet t this chain store I competitIon that It ItI ItIs Itis Itla I Is only In Its the ultimate sUits I-sUits may be serious FOUR THINGS URGED Yet not these tour problems facing the retailers I said Mr Ir Babson Babeon that the Independent retailer baa ha as a splendid opportunity It If he ho will nut and grasp graep it There ar arc aro many things thing which these Independent dent dent retailers should do but I will mention only lout four U 1 I Work harder for tor new cus- cus customers cus customers and advertise ad ad ertle cOllectively for new trade The better belter retail retail- retailers ers era must organize Into groups for collectIve advertisinG and general educational work sock ork The better le- le le can form groups grouls of ot about 60 30 O o 0 v ilch there need be only on In representative e of a given line lineIn lineIn In each group It will wili be found that such groups can unite In sales bales plans plan for tor new custom custom- customers customers ers era and the entile 50 fO can get as asgood asgood asgood good It If not better for tor an amount of monet that It vi st cost one one hen vi st hen ben wot WOI king Independent The retailers should do more aJ- aJ and cover with aith their ad- ad advertising ad advertising a a larger tei than they did before the days of the au- au automobile automobile au automobile Now ow ow every eHry small city retailer can consider as a possible Customer everone ever one using within a cactus of ot 40 miles n mile While tach Lach i retailer should ad his hi 01 onn n s busbys Independently yet ho he should be willing to join Jom with the others othen in constructive and educational educational tonal ads ad advertising WAY TO I PROSPERITY 2 Z Give better belter en Ice Re- Re Retailers Re Retailers must remember that they are the servants of thO Ihl th consumer and are not In business to gouge goue the consumer consume The retailer r whose chief Interest I Is In his bis h customer has hasa II a Rood good business today and Is sure to prosper In the th years to 10 come corn 3 13 Establish better relations Ith manufacturers One of the greatest ad which the chain tores have hav Is their Intimate I relations with lIh the Ibe th manufacturers from whom ishom the they buy their goods It would be bo possible for Tor ito retailers to establish such uch a It 1 If they would only Invest their mone monein In the stocks of the companies they buy For Instance If 11 11 9 of ot bu minIng oil and other stocks about hiet hs li knows know nothing would Invest his In the National Biscuit company Quaker Oats Oata company American Sugar ugar Refining company etc elc he would then establish a a re- re which would soon be bevery bevery b very valuable One sees sery ery clear clear- Iy ly what this mean If It a large Group should combine their stock andi an an volt sote ote their stock as lIB a group roup 4 Study business bulnes conditions must 11 gie e rooTS more mor thought and study to 10 the Hie conditions of the tho country as a a a whole Tilt TIle average I must realize that bIB bbs bus bus- business bu Incas iness a depends a gleat deal upon the business of the th entire country yes ea ot of the tho entire world This Is necessary In older 01 del to know alien hen to buy bu and when not to buy to borrow and when hn not to borro when to ad advertise and nhen hen not to 10 ad advertise OUTLOOK It Is I true that the retailers retailer of our country aro are faced with lour four tremendous problems but I belle bellee e 1 that all of or these problems problem can b be met It if the better bolter retaIlers will willI Only org organise and tight fight collective collective- collectively ly First t to get new nev customers second to gh give gRe e baIler en Ice third to establish h stronger I relations the companies from which th they buy and fourth to study business bulnes conditions In general Today bus bus- bus business iness Is about normal aa as Indicated by bv the tb What the th I fu future ii- ii ture Cure is to show how will III largely be tIe tIe- d by the of be no- no noLion nn lion e a retailers It Is commonly said tha that t the tho th tock stock market dl- dl dis Industrial changes th the tho I discount stock et chan chanK The retailer Is primarily responsible both for tor the ther r 1 I i hIgh prices of ot 0 oser and I the s strikes with sith th the depres depressions slona that follo follow tollo |
