Here are the fundamentals of the "Fivefold Plan":
1. Advertising.—Based on 5 percent of the departmental volume, the floor covering department is represented in the newspaper 52 weeks of the year. Constant promotion insures results.
2. Window display.—A window is assigned to the department every week wherein may be found the advertised merchandise, or new and highly styled floor covering innovations. A Window Every Week.
3. Inner-store displays.—The theme is "Fine floor coverings are a necessity in the home of today." Every one of the model rooms features as an integral part of the furnishings a fine rug. The same holds true in the "Smaller home groupings." These rugs are not placed on the floor and forgotten. The furniture salesmen call attention to them daily. The carpet salesmen from time to time make use of these groupings as selling aids.
4. Trained salespersons.—New merchandise is sold first to the salespersons. They are taught also that "truth" is the most powerful selling argument.
5. Service.—The customer is not sold to be forgotten. This company keeps in constant touch with the customer after the sale is made, both to foster business and to keep her satisfied.
Appendix H.—COLOR AND STYLE IN MODERN ADVERTISING COPY?
For months we have been interested in checking home-furnishings advertising copy in daily papers. This easily may become more than an absorbing pastime.
As this is written, there is before us copy of a double-page spread by a well-known company which sells home furnishings. The copy fairly shouts color, tapestries, and period styles. Even brief study of the copy will show how many and varied are the offerings to meet ever-increasing competitive demands for something new.