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.