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Story
January 17, 1916
The Public Ledger
Maysville, Mason County, Kentucky
What is this article about?
Anecdote about 'lookers'—shoppers who browse stores without intent to buy. A clerk humorously responds to a woman claiming to seek a friend among baskets. Merchants advised to use targeted advertising to attract purposeful buyers.
Clipping
OCR Quality
98%
Excellent
Full Text
THE LOOKERS.
A big problem for the merchants is how to deal with people who walk through their stores in an aimless way looking for goods, but with no definite purpose as to buying.
The story is told of a clerk who was once exasperated by a woman who was looking for baskets. He pulled down all but two on top of a long shelf.
The woman finally turned away in an undecided manner.
"Don't believe I'll take any today. I only came in to look for a friend," she said.
"Madam," replied the clerk, "if you think your friend is in either one of those two baskets up there I will look in them."
Every merchant knows that type of shopper. The best way to deal with them is to describe goods definitely to the public by good advertising. Then they start out with a more positive purpose to buy, they go direct to the man whose notice interested them, and usually they buy without shopping further.
A big problem for the merchants is how to deal with people who walk through their stores in an aimless way looking for goods, but with no definite purpose as to buying.
The story is told of a clerk who was once exasperated by a woman who was looking for baskets. He pulled down all but two on top of a long shelf.
The woman finally turned away in an undecided manner.
"Don't believe I'll take any today. I only came in to look for a friend," she said.
"Madam," replied the clerk, "if you think your friend is in either one of those two baskets up there I will look in them."
Every merchant knows that type of shopper. The best way to deal with them is to describe goods definitely to the public by good advertising. Then they start out with a more positive purpose to buy, they go direct to the man whose notice interested them, and usually they buy without shopping further.
What sub-type of article is it?
Curiosity
Deception Fraud
What themes does it cover?
Social Manners
Deception
What keywords are associated?
Lookers
Shoppers
Browsing
Merchants
Advertising
Clerk Anecdote
Where did it happen?
Merchants' Stores
Story Details
Location
Merchants' Stores
Story Details
A clerk, frustrated by a woman browsing baskets without buying intent, removes most from the shelf. She claims to seek a friend; he offers to check the remaining baskets. Merchants should use advertising to draw purposeful shoppers.