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Maryland State Archives Jeffersonian, Towson, Maryland mdsa_sc3410_1_81-0457 Enlarge and print image (2M) |
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Maryland State Archives Jeffersonian, Towson, Maryland mdsa_sc3410_1_81-0457 Enlarge and print image (2M) |
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S THAT A MOTORING GO.
(Continued from Page 3) one time-. If the housewife has babies and no help it is quite impossible for her to go to the store down the street, but here is a well-stocked low-priced chain store right at her door where she can get her "items" and be out of the house but a few minutes.
That is well enough, you say, but these women have to pay extra for this service, don't they? Well, that is just what Mr. Watson . determined to find out. The result was much thinking arid a thorough analysis of the field which the new store, the Moto-teria, was intended to cover. The first unit was built and stocked complete, including everything that a chain store would carry, but having several features borrowed from the old neighborhood shop thrown in by way of good measure.
The shoppers took it up immediately. While they had appreciated the chain store with its lower prices, yet they had to carry the goods some distance which was usually a bother.
Here was a store which was lighted and heated, neat, clean and sanitary, but, best of all, with everything needed for breakfast, lunch or dinner, and with good savings on each item.
Where the average chain-store receipts were under $500 per week the Mototeria started doing a $1,000 business per week before it had been long on the route. Further, by a reduction in clerk hire, savings in rent, light, heat, window displays and other items.
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Baltimore's Original & Reliable
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the profit increased from 3 per cent, to 12 per cent., even when the retail prices were kept equal to the chainstore prices. Instead of drawing an indifferent trade from a radius of three to five ¦blocks"this store visited the families in thirty-five to forty blocks every day.
Further, it was found that the turnover possible by increasing the number of customers was almost unheard of in the grocery or meat trade. The turnover of the usual chain store is thirteen times per year, while a ten-cent store turnover averages twenty-four times. The Mototeria turns its stock cne hundred times yearly. Daily replenishment was found to lighten the load and per-
(Continued on Page 7)
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