SHOP : Opening the modern trader to-day commences a new business by simply opening its doors. A great eff4rt is made to secure attention for the new enterprise, and to make it something in the nature of a social event. In the old days when Liptons Limited were opening, up their branches almost monthly they created a special machinery for calling attention to each branch as it was completed. Their methods would not suit every business, but they serve to illustrate the idea. A campaign was started some days before the shop was due to open. It consisted of big preliminary advertising in the press, followed by daily processions of sand wichmen and pamphlet distributors, processions which were sometimes half a mile long. Each man wore a distinct uniform, and there was an interval of twenty or thirty yards between him and the next, and a long-drawn out procession could not fail to rivet the attention of the town on the new enterprise. Since then Liptons have become firmly established, and perhaps they do a different class of trade. They have grown a little more conserva tive in their methods, and possibly would not employ these means in our time. There is no doubt that in their day they served their purpose, which was to see that each branch got a satisfactory send-off. To-day we attempt the same effect, but« by somewhat different means. The most recently opened store in London started its career with an exceptional scheme of advertising. The papers were full of eulogies of the shop itself with cartoons by leading artists, with particulars of the service they were aiming at and glowing accounts of the goods to be purchased. A feature was made of the modernness and the completeness a the shop and the various conveniences arranged for the comfort of visitors. The whole concluded with an open invitation to everybody, while maps were freely circulated showing the position of the establishment itself. In this and other enterprises an attempt was also made to secure the presence of sonic big social personality and the visit of this personality was duly recorded in the press. The great aim was
to convey to the public that here was something different in shops and the opportunity should be at once taken of making a visit of inspection.
Another enterprise which opened lately was a venture of a different class. It was an hotel and restaurant at popular prices. Here the opening cam paign consisted of a week of steady advertising showing its attractions and quoting its prices, and when the opening day actually arrived one of the features was the presence of the Grenadier Guards Band. The organisers in this case did not forget to let the public know that they might sit in luxurious surroundiags and hear the Grenadier Guards while they took a cup of tea, which might only cost threepence.
These are sensational methods adopted by huge enterprises in great cities, the aim being to focus public attention on the business from the moment it starts out on its career. In smaller towns and in connection with smaller enterprises, something much less ambitious has to serve the same purpose. There is, of course, good reason for this. 1Vhen the area is smaller the preliminary flourish of trumpets must not run to such costly items, but, on the other hand, it should not be forgotten that to address a smaller area and proportionately produce same effect costs a great deal less. In opening a new business in a great city one has to impress the whole of the city and the process is expensive. In opening a business in a small town, a much more limited public has to be addressed, and the process of calling the attention of that public to the fact of the new business establishment is a much less expensive undertaking. If the work is done effectively the smaller business should carry the same amount of conviction to its public as is carried by the bigger undertakings in great cities, which can afford to spend from ,V5000 to £10,000 in making their opening days known.