The talking machine world (Jan-June 1919)

50 THE TALKING MACHINE WORLD May 15, 1919 SELF=SERVICE RECORD FIXTURES Columbia Co. Announce New SixWing Record Display Fixmre and Record Service Plan That Will Make a Wide Appeal to Dealers The dealer service department of the Columbia Graphophone Co. announce a new six-wing record display wall fixture and record service plan that is based on the old-established and successfully proven merchandising idea of "self service," which is substantially founded on human curiosity. Many businesses have thrived catering to and offering facilities and inducements to the public to "come in and look around," basing New Dealers' Service Fixtures their sales possibilities solely upon the attractiveness of their merchandise to appeal through the eye. The success of the famous five and ten-cent, Pigley-Wigley and department stores is attributable to this merchandising principle carried out in having all the goods on the shelves or tables, where shoppers are at liberty to see, touch and select the articles personally. Notable among many are the book shops, where the major sales directly result from purchases of books selected by the shoppers themselves, who have been invited to walk about among the display tables and permitted to look at and finger the books, unapproached by salesmen until personal service is desired. The Columbia self-service record fixture plan has been evolved to meet certain requirements and to perform definite functions. Its operation, as finally developed for Columbia dealers' use, is the result of many successfully applied experiments in dealers' shops and a close study of retailers' requirements. In its final form the plan presents many attractions and inducements to dealers with the possible objections eliminated. "As heretofore," says the Columbia Co.'s dealer service department, "the requests and desires of your customers should be just as courteously and carefully met and the same or a greater amount of personal salesman's time and attention should be granted a customer who, by word or action, prefers to play the record from the fixture herself. She should be unhurriedly permitted to sell herself, with merely an occasional visit to inquire if there is anything desired, and an effort made to suit her with selections from stock similar in character to those chosen from the display fixture. "Occasions are bound to occur when a salesman cannot always return to a booth on time to change the record. Instead of the awkward wait for assistance, with the customer's growing impression that she is asking too much time and attention, and the natural wish to get out and call again — which is bad for business — ^the 'Record Service' display will give the waiting customer something to do to relieve this situation and tend toward increasing sales. There is the same opportunity for the salesman to take a customer into a booth and try over the records requested, but the most versatile and active salesman cannot cover the entire record range in the limited time with a customer, especially if the store is busy. He can, however, personally sell, as he has done in the past, with additional exceptionally good possibilities of striking a peculiar fancy in bringing the customer's attention, through the medium of his record service display, to selections that would not otherwise be considered. "Twenty-one caption insert cards have been provided under which any record in the Columbia catalog may be included. These insert cards are divided into two classes: General classification, under which records may be displayed of which there is over-stock, and those of particular merit from a recording or a musical value, and specific musical classifications under which records of a definite character are required. "On the back of each of these inserts are record numbers and suggestions for the dealer to follow in selecting the records to display in the record service fixture. "It has often been proven that people rely on others' recommendations and suggestions, especially in the purchase of music. The dealer may conveniently and attractively carry out the 'personally recommended' idea in the record service fixtures by keeping the six wings always filled and constantly-changing the display either by selecting other records and inserting different captions, or by transferring the different displays among the record rooms — the oftener the better." INTRODUCE NEW SONORA MODEL The Sonora Phonograph Sales Co. has just introduced, a new model named the "Nocturne," which replaces the "Fantasie" model. The "Nocturne" retails at $140, and deliveries of this new model started last month. Sonora dealers are receiving it with considerable favor, and it bids fair to become one of the most popular models in the Sonora line. The "Nocturne" is provided with the popular Sonora envelope filing system, and in tone quality is in complete accord with the distinctive merits of the Sonora line. The cabinet is somewhat larger in size than the "Fantasie," and presents a more artistic appearance. James K. O'Dea, the well-known Brunswick dealer of Paterson, N. J., has returned from a two weeks' vacation at Gloucester, Mass. The salt air evidently did him much good, for he is full of plans and ideas for the coming season. The "LAUZON" Phonograph OFFICES 705 Ashton Building Is designed and made to meet the demands of a public that is becoming more critical and exacting each day, and is rapidly discarding the cheap phonograph which is doomed to be a thing of the past. Everything that enters into the construction of the "Lauzon" is of the very best — designs, material, workmanship, finish and equipment are as near perfection as human agencies can make them — they offer a foundation on which to build a lasting and profitable business. Nine Models from $80.00 to $450.00 W rite for discounts and territory Michigan Phonograph Company Phonograph Division of the Lauzon Furniture Company GRAND RAPIDS, MICHIGAN FACTORY Monroe Ave. and 6th St.