MODERN MERCHANDISING

Chronicle (Levin), 2 August 1947, Page 4

MODERN MERCHANDISING

INTERESTING SIDELIGIITS OF TALK IN LEVIN In the paskthe retajl eounter was the focal point at which saies were made. The idea today, however, was, by a combination of ad~ vertising and attractive window displays, to do the 'selling' before the eustomer entered the shop. This change in policy was brought about mainly as the result of labour problems, Individual shop assistants, could, however, still make or mar a sale, but the general policy in large stores was to make the goods sell themselves; thus the management was not entirely.dependant on the assistant. These sidelights on present-day methods of mechandising, were given by Mr. C. H. Andrews, of Welington, when speaking on Thursday night to members of the Levin Junior Chamber of Commerce. An authority on modern display methods, Mr. Andrews hastravejled widely and made first hand studies of the various methods employed in many countries, his particular interest being in chain stores. This policy of reducing the human element to the minimum was current in all walks of life today, even in warfare. In .the presentation of goods the illumination of horizontal lines was a cardinal principal. In long shelves, the eye naturally followed the course of ther line till it came to the end. Vertical lines arrested this tendency, said Mr. Andrews, and to illustrate this point he- mentioned the picket fence. When a person was passing such a fence, it was ihevitable that the eye sooner or later focussed on a particular picket. Unless, howeyer, there was something particularly attractive about that picket, the eye would not consciously register. A properly dressed window was like a procession. There had to be one particularly outstanding figure or article, and the rest should fall into line in order of priority. Dual appeal should be avoided. Film studios rarely photographed a " star so that two ear-rings were shown. Colours also were important from a psychological point of view. Most large stores avoided such colours as black, white, blue and grey, as they generated fear and indicated coldness. Red, yellow, green and orange were popular. They gave the impression of life and gaiety, and made customers feel at ease. Lighting was another important factor in the presentation of goods. "People are like bees," said Mr. Andrews, "they go to where the light is." The value of fluorescent lighting in shops was debatable. At present it was a novelty and attracted, but he believed that later when it became a general praetice it would have little advantage= There was also the danger of pepple coming into the shop merely to admire the effect. It was more often assoeiated with beauty shops or theatres. One good point, however, would be the easier detection of petty thiqves. Many shops were incorporating fluorescent lighting J with. hanging lights, thus spotlighting certain articles to which they wished to draw attention. The creation of atmosphere was also a good policy, said Mr. Andrews. "We think we know everything about salesmanship, but we can learn much from the markets of the East." Is General Store Doomed? Was the general store doomed with the advent of the specialist? This was a question often ' asked today, said Mr. Andrews, and it was difficult to answer it. The garage was originally the home of /the motor car and all accessories. Now, however, there were battery shops, tyre shops, spare parts, washing and greasing establishments and in fact the whole of the motor industtry had beeome de-centralised. He did not think, however, that any harm had been done. lt was for the public's convenience, and they benefited from it. Many stores handled too many lines. Specialisation enabled the employment of undivided attention on the article in question and consequently a better public service. Mr Andrews did not think that the chain store businesses killed local trade. If anything they were a benefit to the town. In private

firms, for instance, terrific credit was allowed. No chain store could allow credit though people wanted it and appreciated it. By this method private stores learnt to loiow their customers and their wants, and had the opportunity of providing special services which build up their goodwill.