Says The Shop Keeper

Dominion, Volume 30, Issue 131, 27 February 1937, Page 19

Says The Shop Keeper

4 4 |p"”n , “’tgTlE subject, ‘The Retailer as the Villain of the Piece,’ has been « advisedly chosen, but let us first of all look at the whole piece,” ■ said Mr. Lawrence Neal (managing director, Daniel Neal and JL Sons, Ltd.), in an address printed in “Co-Partnership.”

"Briefly, what is the job the retailer sets out to do, as an intermediary between production and the public and as a display point for productive industry? First of all he has to choose a site for his shop which is easily accessible for his customers, he has to select and become knowledgeable of the merchandise which he is going to sell, he has to put his reputation behind that merchandise because he is acting for the public. "The Press, the cinemua, widespread education, wireless, sport, increased transport .facilities resulting in urbanisation —all these are factors governing the retailer. There has been a deinocratisation of fashions; there has been a rising standard of living, and a rising standard of conveniences expected in the shops; there has been far more fluid shopping, not merely changing one’s custom from one shop to another, but changing the character of goods purchased.

“Think of the changes which have taken place on the breakfast table. Think of the smaller families which mean smaller purchases. What in actual cost does it mean to the butcher that the Sunday -joint is no longer a Sunday joint? .What does it mean to the retailer that wear is no longer the first essential?

“Five years ago an article was sold for a given price with six months’ wear; to-day two articles with three months’ wear each are sold for a given price. To-day there are two transactions, and the expenses that go with those two transactions, in place of the one previous transaction. All these conditions are producing a result whereby instead of having stable commodities, a varied and changing stock is essential.

“Fifteen years ago our shoes were staple products season by season, and very similar patterns, colours and lasts were used, and only small inconvenience would be caused if too large stocks were purchased and had to be carried over to the next season. To-day, the change is so rapid and the range of colours in women’s footwear so tremendous, that it becomes a very serious problem. . . .

“Perhaps the most difficult limiting factor to diagnose is social psychology on this matter. I am not criticising it, but the fact remains that there is a tremendous sentiment in favour of the small man. The sentiment which says ‘The more ■ house-shops the better —they provide more workI—let 1 —let us always have something to counter-balance the inroads of the large trader—it is for the nation’s well-being that the trade should be

spread among half a million small shopkeepers.’ I mention this to indicate the sort of social factors which from another angle have a good deal to do

with the retailing problems.”