Merchandising

“ In early modern times, before the regime of the machine industry set in, business enterprise on any appreciable scale commonly took the form of commercial business - some form of merchandising or banking. Shipping was the only considerable line of business which involved an investment in or management of extensive mechanical appliances and processes, comparable with the facts of the modern mechanical industry. ”

“ And this is to make a general stay that there may be no retailer occupy the feat of Merchant Adventurers, but only to keep him, and to live upon his retail; and likewise the Merchant Adventurer to occupy his feat only, and to touch no retail, for divers considerations of damage, as doth daily ensue thereof; and, for an example, the retailer comes over with the commodities of our realm, which, if a cannot sell them at his price, then a falls to bartering of them for silks and such like merchandise, and careth not to win by his cloth, for that a is sure to win by the retail of his silks. ”

“ A customer may come in for one item. You want him to buy two or three or a half a dozen. The easier you make it for him, the less he has to cross and recross the store to complete his purchases—the more goods you will sell him.
“What you want—what every merchant wants—and what few have—is a practical, natural selling arrangement of the goods.
“The invention of a practical wardrobe merely made the right plan possible.
“Our business is to suggest the plan and fit the wardrobe arrangement to the needs of a store.
“Every clothing store has its own individuality. ”

“ Dealers had erected booths and stalls on the pavement, and overspread them with scanty awnings, beneath which they stood, vociferously crying their merchandise; such as shoes, hats and caps, yarn stockings, cheap jewelry and cutlery, books, chiefly little volumes of a religious Character, and a few French novels; toys, tinware, old iron, cloth, rosaries of beads, crucifixes, cakes, biscuits, sugar-plums, and innumerable little odds and ends, which we see no object in advertising. Baskets of grapes, figs, and pears stood on the ground. ”

“ The various retail trades, in the cities and larger towns of all civilized countries, are accordingly being rapidly superseded by vast and skillfully organized establishments—and in Great Britain and Europe by co-operative associations which can sell at little over wholesale prices a great variety of merchandise—dry-goods, manufactures of leather, books, stationery, furs, ready-made clothing, hats and caps, and sometimes groceries and hardware—and at the same time give their customers far greater conveniences than can be offered by the ordinary shopkeeper or tradesman. ”

“ Go into a store for a pair of gloves, even, mention the size you desire, and the salesman will show you every variety in kid, French dogskin, cloth, and leather; for soiree, promenade, driving, travelling, and every species of use, and different styles and kinds for each use. The salesmen understand their business, which is to sell goods; they are polite, they suggest wants, they humor your merest whim in hue, pattern, style, or fancy; they make no rude endeavor to force goods upon you, but are determined you shall have just what you want ”

“ Since ancient times, the sense of touch and the sensation of feel have been important factors in the buying and selling of practically all commodities. To see a piece of smooth satin partially sells a prospective customer, but to feel its soft texture in her fingers makes the luxury of the fabric a reality, something to own and cherish which will enhance her loveliness, and this hidden value, expressed in the sense of touch, is usually the factor which makes the customer buy better merchandise than she might have considered and which climaxes the sale. ”

“ They may also sell small wares: victuals, fur, silk, coverchiefs [an item of woman's apparel] , silver wire, and gold wire in retail, but not cloth or wine. They must sell their goods within three months of arrival. Any alien bringing goods to the nation to sell must buy goods of the nation to the value of at least one-half that of his merchandise sold. These merchants must engage in no collusion to lower the price of merchandise bought, take merchandise bought to the staple, and promise to hold no staple beyond the sea for the same merchandise. ”

“ When an article was wanted, it generally had to be hunted for, unless it chanced to fall under the immediate range of vision of salesman or customer, while the crowded shelves and counters presented a bewildering array of tinware, glassware, patent medicines, clocks, trimmed hats, churns, gaudy neckwear, cheap clothing, mock jewelry, hair-oils and colored perfumes put up in glass bottles of seductive shapes, along with sundry articles great and small necessary to the needs and adornment of the people of the surrounding country. ”

“ For a mercer to set up now in Paternoster Row, or a woollen-draper in St Paul's Churchyard, the one among the sempstresses, and the other among the chair-makers, would be the same thing as for a country shopkeeper not to set up in or near the market-place. [15]
The place, therefore, is to be prudently chosen by the retailer, when he first begins his business, that he may put himself in the way of business; and then, with God's blessing, and his own care, he may expect his share of trade with his neighbours. ”

“ The company store is elaborately stocked with commodities ranging from spices and spinning-wheels to hand-made laces. In this part of the world a wheel for twisting wool or linen thread is an every-day article of merchandise whose staple price is five dollars. ”

“ Carts creaking under the load of merchandise, the flourish with which the goods and wares were exposed for sale, fashionable gentlemen in their fanciful evening costumes walking to and fro, the troublesome hawkers that stand by the roadside questioning every one as to what they would buy, and several other things interested him, and for a time made him somewhat proud even, that he ruled over such a rich country. ”

“ Those brutes of keepers who beat you told me that at the first touch of the lash you gave a terrible jump the length of your chain. But, you see, friend Bull, if I offer you to the purchasers with the dangerous account which you give, I shall find few customers. An honest merchant should not boast his merchandise too much, no more should he underestimate it. ”

“ Demonstrate the value of all merchandise under serious consideration whether you believe it to be necessary or not.—Many sales of advertised articles or merchandise chosen on the basis of its decorative appeal can be closed without discussion of materials or construction. As a safety-first measure, these factors should be mentioned somewhat carefully after the order has been booked. Sometimes a customer will buy an article in complete good faith, and yet within the next half [Pg 32] hour will start shopping in other stores to see whether or not she has bought wisely. ”

“ The customer of today is rightfully resentful of it, although it is true that some seem to react positively to it. Intelligent selling is marked by efficiency in fitting merchandise to a customer's desire and need, coupled with an understanding of her capacity to purchase without financial strain, and readiness to offer the best value commensurate with these limitations.
d. Convincing demonstration of the value of merchandise under consideration, even in cases where we are morally certain that there will be no immediate sale ”

“ The little shops pull at one's heart, so simple is their merchandise. A little window beckons us through which we peer with misted eyes. For narrow shops are often kind to tiny folk scarce counter-high. Above a shop, behind a blind, I've heard a little baby cry. Above a shop, I've often seen a mother's anxious face appear. How many customers have been? The closing hour is drawing near. Great shops, like temples dedicate to merchandise from every mart, are over-lords of their own fate—but little shops tug at the heart! ”

“ Merchandise is also divided into these three sorts,—navigation, by the which merchandizes are brought, and carried in and out over the seas; invection, by the which commodities are gathered into the city, and dispersed from thence into the country by land and negotiation, which I may call the keeping of a retailing or standing shop. In common speech, they of the first sort be called merchants, and both the other retailers.
Handicraftsmen be those which do exercise such arts as require both labour and cunning, as goldsmiths, tailors, and haberdashers, skinners, etc. ”

“ There are various grades of merchants. They might be classed and symbolized according as they use a basket, a wheelbarrow, a cart, a stall, a booth, a shop, a warehouse, counting-room, or bank. Still all are the same thing—men who live by buying and selling. A ship is only a large basket, a warehouse, a costly stall. Your peddler is a small merchant going round from house to house with his basket to mediate between persons; your merchant only a great peddler sending round from land to land with his ships to mediate between nations. ”

“ From the orange-boy and the retailer of seals, razors, glass and other wares, in the public streets, or the collector of
“Old rags, old jags, old bonnets, old bags,”
to the shop-keeper, dealer in wearing apparel, or in silver and gold, the same principles of conduct too generally prevail.
“The itinerants utter base money, to enable them by selling cheap, to dispose of their goods; while those who are stationary, with very few exceptions, receive and purchase at an under price whatever is brought them, [311] without asking questions ”

“ The vendor, perceiving that the unfolded merchandise has caught the eye of a possible purchaser, commences his opening speech. He covers his bristling broadcloths and his meagre silks with the golden broidery of Oriental praises, and as he talks, along with the slow and graceful waving of his arms, he lifts his undulating periods, upholds and poises them well, till they have gathered their weight and their strength, and then hurls them bodily forward with grave, momentous swing. The possible purchaser listens to the whole speech with deep and serious attention ”

“ Every kind of merchandise is sold in a particular street or quarter assigned to it exclusively, and thus the best order is preserved. They sell everything by number or measure; at least, so far we have not observed them to sell anything by weight. ”

“ Through Wholesalers and Retailers.—Most products of common use—such as foods, clothing, footwear, house furnishings, lumber, fuel and so on—are marketed through middlemen. The manufacturer of men’s clothing or of shoes usually sells his product to retailers scattered over the country who in turn sell to consumers. Manufactured food products, dry goods and notions, drugs, hardware and house furnishings are generally sold first to wholesalers, who in turn sell to retailers. ”

“ A great many manufacturers of various lines of merchandise, for the purpose of advertising their businesses and increasing the volume of their sales, inclose in the packages of their merchandise coupons and other premium tokens which entitle the purchaser of such merchandise to other articles of merchandise free of charge. ”

“ Once the merchant has opened his store or shop and purchased his goods he seeks to establish trade relations with as many individual customers as he can attract. Mercantile business is carried on in two kinds of stores, those which supply one kind of goods in wholesale or retail quantities, like groceries or dry goods, and those which maintain numerous departments for different kinds of manufactured goods. ”

“ As mechanics are obliged to keep exactly each to his several line, so must shopkeepers confine themselves to their proper articles in trade, and under no pretence must the manufacturer presume to open magazines, that he may sell by retail. ”

“ Gloves,407 shirts, stockings, cutlery, furniture, meat products, jams, watches, fabrics, everything in fact becomes standardized by name and price and is advertised by the producer directly to the public over the retailer’s head, so that the small retailer is no longer a merchant in the old sense but a grumbling commission-man. Big business has delivered itself from the impasse ”

“ Upon my life! it is worth the risk of transportation. Then, again, as a matter of calculation, my dear lad--I don't know what is the price of plate-glass now, but I am very sure that three or four thousand pounds would not buy the shop-front of that mercer. Who pays for it, sir?--who pays for it? Why, you, and I, and everybody who wants a silk handkerchief, a dozen of gloves, or a pair of silk stockings. ”

“ He was in a mean shop, whose whole contents had been displayed in thick festoons, of jackets, shirts, and pantaloons, on the outside, where a man was pacing to and fro upon the pavement, whose vocation it was to accost and convert into a purchaser every passer-by who chanced even to look, at his goods. ”

“ Goods brought into the country by importers, are frequently sold, in succession, to several merchants of different grades, before they come to the hands of the consumers. Cloths or stuffs of different kinds, for instance, may be first sold by the bale to one merchant, who, in turn, may dispose of them by the package to another, and this last may retail them in small quantities to a greater number of customers. ”

“ There remain the merchants and shopkeepers. Of these, though they make but a small part of the whole nation, the number is considerable, too great indeed for the business they are employed in; for the consumption of goods in every country has its limits; the faculties of the people, that is, their ability to buy and pay, being equal only to a certain quantity of merchandize. ”