The Four Fundamentals of Retail Lumbering

Bv Jack Dionne

'Whct qre lhe Iundcmentals of modern merchcrndising in the retcril lumber business," csks cr subscriber from Colorcdo.

We would scy thcrt they crre lour-rrith mqny brcrnches lrom each oI them, each of which in itseU is tr proposiiion ol inrportcnrce. The lour are:

First-To aecure cmd crrcnge qn crttractive plcrce of business thcrt will properly dignily the goods you sell, cmd provide c welcome to the business visitor.

Second-To cmticipcte the necessities cnd the desires of the public in the stocking ol the establishment.

Third-To properh exploit the plcce oI business, its locction" service, mcrtericls, etc., so thqt those whose kcrde you sre interested in securing will hcve your business and whcrt it mecns to them brought frequently cnrd pleasingly belore their eyes cnd minds.

Fourth-To render such complele, thorough, crnd intelligent service in the displcrying, selling crnd delivering oI the goods cs to improve the impression thct cnr <rttrcrctive store, c satislying stoclc and plecsing publicity hcs crlrecdy crecrted.

The crvercge old lcrshioned lumber dealer fcrils in qll lour oI theae lundcmrentcls-All FOIIR.

His plcce oI business is not cltrcctive nor interesting nor c good crdvertisement lor a building specicrlist; not the plcrce you would tcke your wile to go shopping.

He stocked only rcrw nqtericrls ol stcmdard chqrccter, cnrd wcs not equiplrd to give buildingr senrice.

He wcrs the poorest cdvertiser oI qll retcrilers, cccording to stcrtistics.

He thought service mecrnt to sell the goods cnd collect ihe bill.

A book the size ol the Bible could be written qbout ecch of these "lundamentcls." Loccrl conditions cmd circumstcmces crlter ccrses, but every would-be modern luurber nerchcnrt should check up crnd see how he is observing ecrch ol the lour.