The model stock plan

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Monograph

Identifikator:: 1831284952

URN:: urn:nbn:de:zbw-retromon-225876

Document type:: Monograph

Author:: Meeker, James Edward http://d-nb.info/gnd/126597340

Title:: The work of the Stock Exchange

Edition:: Revised edition

Place of publication:: New York

Publisher:: The Ronald Press Company

Year of publication:: [1930]

Scope:: XVI, 720 Seiten; Illustrationen, Diagramme

Digitisation:: 2022

Collection:: Economics Books

Usage license:: Get license information via the feedback formular.

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Document type:: Monograph

Structure type:: Chapter

Title:: Chapter VI. A typical investment transaction

Collection:: Economics Books

PUBLICITY THAT BEATS COMPETITION 1477 been sifted once by newspaper advertising, again by the window displays, and then they come into the store. Now, when they are developed almost to the point of buying, we must take proper steps to convert as many as possible of these shoppers into actual purchasers. Because personal opinion in the field of interior display has had altogether too much weight, and because interior display has such valuable possibilities for converting shoppers into customers, there is a tremendous opportunity for increased profits by finding some definite basis from which we can derive the rules of interior display that brings the greatest total profits. Once we are able to keep track of its effectiveness and keep our interior display in close conformity to the Model Stock Plan, we know it will sell more goods than ever before, Of course, all experienced merchants realize that interior display has great value. The chain stores especially have utilized this selling force to great advantage. The chains study their displays scientifically, which means that they get the facts if large displays are made and, subsequently, check up on the results. In many of the chain organizations when a display is more than ordinarily profitable, they study it especially and make the method the common property of all their stores. As we know, most customers come into the store for one particular article or for a predetermined list of articles. Itis our problem to present these articles so that their desirable qualities will appeal to the customer, but also our display needs to serve as a reminder of other articles that the cus- tomer will be benefited by owning. The Model Stock Plan greatly strengthens all of our interior display: the price display; the style display; the advertising display on the first floor for the upstairs departments; and the display on all of the other floors for the departments that are not on that floor. One of the most successful stores in the world pays as much attention to its upper floor interior display as is given by most stores to their window display; this store finds it profitable to employ for each floor special display experts.

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