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offering to the counter shopper the same merchandise Hsted in the cata' log. So successful were these outlet stores that others were opened in outlying cities in rapid succession. Today the larger mail order companies own and operate hundreds of retail stores in almost all major cities and in hun' dreds of smaller towns. Utilizing the already developed buying sources of mail order, these retail outlets have successfully continued the mail order policy of better merchandise at lower price.
Inherent in the success of the retail outlets are the warehousing and job' bing functions performed by the mail order units. There is no middle man in the mail order business. Utilising the mail order plant for the triple function of selling, jobbing and warehousing allows the mail order merchant to pass along a substantial saving to his customer.
This hand-in-hand coordination of mail order and retail serves many practical and profitable purposes. The catalog serves to bring the rural cus' tomer into the retail outlet store. In turn the retail store has introduced the urban customer to the catalog.
In addition to retail shopping, the mail order companies also provide other shopping conveniences in the way of catalog sales departments in their retail stores, telephone shopping service, catalog sales offices in outlying smaller towns — a constant effort to answer customer demand for wider selections and better values.
OF RENO it could be said that "all of this I saw, and part of this I was — and am." At 52, he arrives for
February, 1932
work daily at 8 a.m., and is usually the last to depart at 5:15 p.m. He likes to leave "a clean desk" — no matter how rigorous the day's work — no matter how high his personal mail and memos stack up, crowding for attention. He has the knack of scheduling his affairs in such a manner that he never seem^ rushed.
ADVICE TO YOUNG MEN
THESE are the things which count:
1 — Ability to learn.
2 — Initiative to take hold.
3 — Desire to get ahead.
4 — Preparation for greater responsibilitics.
In any large business, the tendency is to become part of the system. Too many men are content merely to do their job. They fail to prepare themselves for the job ahead. It takes courage and initiative to rise above the ranks — yet, because of this very fact, the opportunities are tremendous for the man who can and will!
We try to teach Sears' young executives that the success of the company depends upon their success. Their effort, their ideas, their contributions to company operating procedure will make Sears a better company in the years to come.
And create better jobs for the young men who "take hold."
• — Marion A. Reno
Here his ability as an executive is proved. His skill in delegating work and authority gives him "space." He knows how to choose capable assistants — and reward them according to performance.
"Our company has a policy of promotion from within which fortunately is not just a theory," says Reno. "It has been the basis for selecting our