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an emergency . . . a store . . .
and a TELEVISION STATION !
IN the emergency of Atlanta's crippling transit strike. Rich's, the Smith's largest department store, used television . . . with WSB-TV as the vehicle, for offering its patrons a service unique in merchandising.
This was the logic: // the customers cannot come to the store, /ef's take the store to the customers.
On the eighth clay the husses had lain idle in their yards, Rich's television shopping service began. WSB-TV cameras
were set up in the store on the fourth floor of Rich's famous bridge building. Then, initially, for three hours daily the store's telephone shopping service was integrated with a video display and demonstration of merchandise.
This was the idea in its stark simplicity: "What would you like to see? . . . telephone us . . . ice' II show it to you . . . ice will deliver it."
Rich's store personnel worked with WSB-TV staffers to make the program one of the most talked-of services ever offered by any department store in America. And sales have more than justified the effort.
Rich's daily telecasts are being continued over WSB-TV for the strike's duration, \lreadv the
success of the venture is attested to. It is a significant first for Rich's and for WSB-TV.
Important to advertisers interested in the great Atlanta market should he this factor: \\ hen the chips were down . . . when an entirely new approach to customer service was needed . . . one of Americas really great retail establishments I SS8.000.000 last year) . . . turned exclusivelj to WSB-TV -the Eyes of the South !
ON P E A C H T R E E STREET
ATLANTA
Represented by Edw. Petry & Co., Inc.
19 JUNE 1950
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