Page images

but by reason of the three-sided shape a little more precious space is gained. Notice that the case at the rear is also built in the same three-sided shape, saving just the amount of room that would be taken up by a square-cornered case.

The two 20-inch display cases on the left

the general public, and most of the drinks served are carried by the bell-boys to the guests of the hotel in their rooms.

The wall-cases are built from the floor to the ceiling. The lower sections below the ledge are fitted with tincture shelving. The upper sections on the right-hand side of the store contain toilet goods, patent medicines, etc., except the wall-case just behind the cigar counter, which displays cigarettes.



The wall-cases on the right-hand side of the

store contain perfumes, toilet waters, and OME

goods of that character. The store has literally not a square foot of wall space wasted; something is displayed everywhere, but with mathematical precision. The owner realizes that any untidiness would be fatal in so small a store; would make it look "cluttered;" so he insists on “a place for everything and every

thing in its place” at all times. Showing a part of the right side of the store the camera being

The prescription department contains a placed back of the soda fountain.

workboard of a special shape, as shown on side of the room have oval corners, which plan. This workboard is fitted with 6-inch facilitates service, because it is much easier to shelving over the ledge, and two pedestals of walk around a curve than a right angle. drawers with divisions. Besides the work

There are, of course, no soda tables—in fact board, which is very complete, there is a workthere are no stools before the soda fountain. table, desk and chair, and wardrobe. The fountain is not used as a drawing-card to The window-back consists of paneled railing


[ocr errors][ocr errors][ocr errors][ocr errors][merged small][ocr errors][ocr errors][ocr errors][ocr errors][merged small][ocr errors][merged small][ocr errors][ocr errors][ocr errors][ocr errors][ocr errors][merged small][ocr errors][ocr errors][ocr errors]

This shows the floor plan of a very small store, every inch of space being utilized to the best advantage. The entrance is at a corner, although it does not open onto two streets. To the right of the door, looking out, is a display window. From this window back to the prescription partition it is a little more than 31 feet. The prescription room is well arranged, as will be seen by a study of the drawing.

[merged small][ocr errors]

omy, there was worked out in connection with this store the original idea of a built-in wallcase just above the soda fountain back-bar. This wall-case is fitted with frameless plateglass doors, and contains a very attractive display of high-priced package candies. The case runs the full length of the back bar.

Another feature a little out of the ordinary consists of two very small built-in cases on either side of the landing leading into the hotel lobby. These display choice perfumes.

By reason of its location this store makes it a policy to carry more or less complete lines of articles likely to appeal to the better class of travelers: the most expensive toilet goods, high-grade make-up materials, etc. Because it features the luxuries, the equipment has been planned to appeal to the esthetic senses. The fixtures, including everything pertaining to the show window (except the parquetry floor) is solid inlaid mahogany in a beautiful, warm, rich shade.

Everything about this store is inviting to the eye, not the least attractive feature being a very pretty young lady in immaculate nurse's attire, who presides over the soda fountain.


Looking straight in!



The man who runs a drug store in a small remedies is well established, the people invaritown must train himself to wise, conservative ably calling for these remedies; hence I can

I buying. He cannot be expected to carry every- devote my attention to pushing side-lines. thing, but he ought to have a small assortment I am living in a wide-awake community, and of as nearly everything as circumstances will I soon discovered that if I wanted trade I permit. He should buy a little at a time and must go after it early in the morning. My buy often.

predecessor had kept the store open late of Early in the game I adopted for an adver- nights, consequently he was sleepy in the morntising slogan, “If we haven't it, we'll get it ings. I found that after 8.30 in the evening for you;" and no demand is too trifling to re- there was little real trade, but a great deal of ceive prompt and grateful attention. It is the loafing. I promptly discouraged the latter, and confidence of my patrons that I want. And it is significant in its results. I am sure that whenever dissatisfaction arises I make it right, ladies especially are more prone to enter my no matter who is to blame.

store since there is no longer any necessity of In one respect my store is now on a very inhaling smoke-laden atmosphere or of pushsatisfactory basis. A certain line of family ing through a crowd of loafers.

Next month we shall have a striking paper illustrating the original advertising methods of a

clever retailer--something entirely different from anything you have ever read.


CANDY AND THE FOUNTAIN. I open the store early in the morning, thus One of the first things I went in debt for being on hand and ready for the farmers' and was a soda fountain, and it has paid for itself, schoolchildren's trade. I devote my whole yielding a fine profit besides. We use paper energy and concentrated attention to my busi- sundae dishes and soda glasses, scald all spoons ness through the day, but then I am done. before re-using them, so that our guarantee of

It is often the absence of a real manager a "spotless fountain and sanitary service" is that makes a store go down hill. You need well carried out. not expect the best clerk in the world to push Another line that I have pushed is box candy your business as hard as you would yourself. and a fine grade of bulk chocolate, almond It isn't human nature. There are many cus

bars, mints, etc. An up-to-date soda fountain tomers who will buy more if the "boss” waits and good candy in attractive boxes will appeal on them. Let the "boss" stick to his business! to folks in a small town very strongly. They

My advertising stunts have been steady all take a personal interest, and will pay a dolrather than spectacular. The local newspaper, lar for a "good-looking" box of candy just as mailing lists, and distribution of samples have quickly as a city customer will. been the mediums employed. My wall-paper

Rubber goods I have featured somewhat, business shows a very substantial increase, due also. One advertisement I have used in pushto the fact that I adopted the mail-order house ing this line is to offer a small price—say and paperhangers' own tactics—early in the twenty-five cents—for an old hot-water bottle,

—season I send out small sample books showing the same to be applied on the purchase price specimens of my line. I talk personally with of a new one. Another scheme I have found people who are thinking, even vaguely, of to work well is the gift of a baby's hot-water papering. I carry in stock a fine line of the .

bottle (face bag) to every new baby born in less expensive papers, have a good large sam- the community. This comparatively trifling ple-book of the finer papers, and I ask only gift is very much appreciated by the mother. five days' time to get any pattern desired.


The schoolchildren are my friends. I handle In paints I follow much the same method. the school-books, get nothing out of them exI deal with a good house, which advertises for cept gray hairs and a desire to swear, but me. This advertising through the country,

nevertheless consider the move good business. plus a personal canvass among the farmers, has The tablets, pencils, etc., I sell more than comadded very materially to my sales of paint. pensate for the book worry. It may be the Golden Rule in more ways

On athletic goods I make a good profit, and than one—at least it's a business-getter—to do

consider this business worth going after, as I a favor whenever possible. Our small town don't carry much of anything of the kind in boasts a Literary Club, and through its efforts stock, but merely order the goods when called a traveling library was secured. A place to

for. keep the books was needed, and I offered space

By giving a box of stationery with every at the store. Such little matters may seem

$1.50 purchase, and by special sales on box mere trifles, but they are nevertheless import- paper, I have worked up a good trade on staant in the business life of any dealer, more tionery, especially in the better grades. Local especially the small town druggist.

views, a good stock of comics, and birthday If I have a real hobby in the drug business, post-cards and holiday cards in season—these it is the development of side-lines. There is almost sell themselves. no surer way of increasing sales and profits Now all this isn't much in the way of a than in adding and pushing to the limit a good startling revelation, after it is all told. But live side-line. We need conscientious pre

nevertheless I have increased my sales 35 per scriptionists, of course, but if our business is to cent during the past year. grow we must not restrict it to the compound- Some of my ideas and methods must be ing-room.


Mr. Hitler's cartoons are pretty good, aren't they? We shall have one every month for a while.



good business.

Let it be furthermore said that the country is wide and broad and flat, and that there are just as many opportunities today as there ever were, and ten times more on top of that!

How can a kicker succeed, anyway? He has only one foot on the ground.

Right at the beginning I want to absolve the editors of all responsibility. Hicks, and Hicks alone, is guilty.

What you read on this page and the next one may or may not suit you; in so far as I am concerned the point is immaterial.

But I am going to continue, either regularly or intermittently, to send the BULLETIN a number of thoughts which come so easy that it would be a shame to hold them back.

Do you know anything about Freud? Well, he's the man responsible for the claim that dreams are caused by dammed-up emotions.

I want my slumber to be dreamless.

I am one of the mildest men that ever sold four ounces of sulphur for five cents. I wouldn't drown a litter of kittens for $500. Yet I sometimes say some of the meanest things that it is possible to put into words. Frequently I laugh at myself, later, and wonder if, after all, one of my remote ancestors wasn't a rattlesnake.

But we are all less than half rounded out. At the rate we are now going it is still a matter of many weary million years before we—any of us—will have reached that state of perfection which will entitle us to a continuous seat in the bald-headed row.

Let it go at that.

Personally I hate to see the passing of the old-time show globe. It seems to stand for something, with me; something that is pretty much a memory, possibly, but something close and sacred, nevertheless.

I felt much the same when I read in the papers that the American army (God help us !) had substituted a band for the drum corps. There is nothing in the world that stirs me like a Civil War drum corps. It covers me all over with goose pimples and causes me to reach for my handkerchief.

Quite frequently in the past when I have been in a strange city I have gone down the street looking for a drug store. And by what mark did I expect to identify it?

By its colored show globes in the windows.

And by what sign or token must I now distinguish it?

By the mark of bonbons on its brow—or by some similar modern device.

A drug-store window is always distinctive, quite regardless of what there may be in it. There is little danger of missing the place

But—well, I miss the show globes.

[ocr errors]

In a war-counsel a pessimist is regarded as an enemy.

And a single whiner in the drug business, no matter how obscure, hurts us all. Were it possible to do so, we ought to rise up and heave him overboard, even as Jonah was cast into the sea. But the whiner is dead wrong.

He has no cause, outside of himself, for complaint. The drug business is a good business, and we don't need statistics to prove it, either. All we need do is to get hold of a wage schedule. Can an equally qualified man get the same pay in the hardware business?—in the dry-goods business?-in the grocery business?-yes, or even in a bank?

The rule is that he can't.
So let it be repeated: the drug business is a

You have had this experience, probably: the postman has brought you an important letter; the most important letter in the world. It's from her, and possibly it contains information on which you think (note the mildness of the word "think”) that the destiny of the sun, the moon, and all the little sunlets and moonlets hang. You grab at it eagerly and rip the envelope almost desecratingly, so eager you are —and then a customer comes in. You can't stand and read while a customer waits, so you jam the scented epistle into your coat pocket

old mugs.

and stride forth manfully, with a pretty good

this tabulation would seem to indicate that the imitation of a smile on your face; so good an American people had rather drink than eatimitation, in fact, that the customer never $107,000,000 for soft drinks, $85,000,000 for questions its genuineness. Those who wait on candy. This, possibly, is due to the imposing trade are schooled in such deceptions.

outlay that goes into soda-fountain apparatus Well, you make the sale and ring up the each year—$7,000,000 in 1909.

A costly nickel. And then another customer comes in fountain appeals to the eye. -and another, and another, and another. They It may be possible that Johnnie's dictum that keep coming, straggling in in just the proper it "pays to advertise" is true, after all. order to keep you away from the letter. And they keep on coming in this manner for two

There are those among us who do not quite hours or more.

take the position that “the customer is always Pleasant, isn't it?


Not for all the dollars in the world will I let What's the matter with our State associ- a customer use me for a door-mat. I wouldn't ations? Let me tell you. Briefly, the same

be a man if I did.

That sort of stuff may be all right to print Heck is a pretty old dog. He was Adam's

in little "code" booklets, and if you can get a coon dog. But Heck was a pup once; and

clerk to live up to it you can doubtless add a ever since that day the same old gang has been

dollar or two to the day's receipts. But what much in evidence at the annual meetings. The

clerk with red blood in his veins will live up same old facial expressions; the same old in

to it? tonations; the same old jockeying.

Let me illustrate. Last week an old shrew The average druggist sometimes feels that of a woman came in and handed me a little such organizations, quite regardless of the

bottle. claims grandiloquently made in the preamble,

"Gimme ten cents' worth of arnica," she are not exactly run in the interests of phar

said. “And I want some that's full strength." macy, but rather for the benefit of a certain “Madam," I replied, "we keep only one kind few. Year after year the same faces in the

of tincture of arnica, and that is made in acprinted reports and announcements, in the pub

cordance with the United States Pharmacolic prints, in the drug journals—it gets tire- poia.”

. some. And he—the average druggist-doesn't

“Well, I don't know about that,” she rejoin.

sponded; "but I do know that half the stuff You remember the crown-of-thorns and the I get here is no good. Doctors and druggists

. cross-of-gold speech? Some of our annual —they're all alike. I wouldn't trust one of gatherings need to be ripped up in just that

them out of my sight.” manner.

There was venom in her tones. She meant

just exactly what she said. Did it ever occur to you that a druggist now- What should I have done? Pointed to a adays deals largely in luxuries? Here are a little sign above the prescription case—"The bunch of figures taken from a daily news- Customer Is Always Right"? paper.

I won't vouch for them, for news- Well, I didn't do anything of that kind. I papers sometimes prefer to be striking rather handed back the bottle and said as quietly as than accurate; but they seem all right. Let it I could: “Madam, if that is the opinion you be known, too, that these figures are for 1909 have of us here, you'd better get your arnica —“presumably the latest available," the paper somewhere else." says. Six

or seven years ago. But that doesn't She took the bottle and flounced out. And matter, either. I am merely using the strung- I let her go, and was glad she went. And am out numerals to illustrate a point.

In the year indicated the American people I won't row with a woman, but, on the paid $107,000,000 for soft drinks, $85,000,000 other hand, in justice to what little manhood for candy, and $2,300,000 for perfumery. God gave me, I won't be run on. Quite apart from any other consideration,

Am I right? Or am I an old crank?

glad yet.

« PreviousContinue »