Appendix I.--Check List for Planning a Store-Wide Promotion

=(Courtesy the National Retail Furniture Association, Chicago, Ill.)=

1. Opening date; closing date.

(NOTE.--The most successful store-wide promotions run 10 days. Two weeks should be the limit. Make your plan at least a month ahead. Be all set at least a week in advance.)

2. Name.

(This should include at least a hint of the reason why you are holding this sale.)

3. Merchandise to be featured.

(See that a good percentage of this is new merchandise, items that you have never run before. Store-wide events based entirely on old merchandise are never as successful as they should be.)

4. Total advertising expenditure for event:

a. Newspapers.

b. Direct-mail.

c. Radio.

d. Window and store displays.

5. Advertising expenditure by days.

(Start your sale off with a bang and end it with a grand finale. The middle will take care of itself.)

6. "Presale" or old-customer courtesy days:

a. The dates.

b. Form of announcing them to customers (letter, folder, phone calls, etc.).

c. Special terms, premiums or other inducements to old customers who purchase on these dates.

(NOTE.--Sale or no sale, most of your business comes from old customers. See that they get special attention in any store-wide event.)

7. Window displays:

a. Merchandise to be featured.

b. Window streamers.

c. Price and description signs.

8. Interior and other displays:

a. Aisle banners, post hangers, elevator signs, cashier and credit department signs.

b. General floor arrangement and special merchandise displays.

c. Buttons or other special identification insignia for salesmen.

d. Truck banners.

9. Price tags.

For any store-wide event, your merchandise should carry special price tags--not the ones you ordinarily use.

10. Quotas:

a. By departments.

b. By salesmen.

11. Meetings:

a. Special meeting for all employees.

b. Meeting for sales employees only.

c. Meeting for credit employees only.

12. Special employee remuneration:

a. Store-wide sales contest, selling and non-selling help.

b. Contest for salesmen only.

c. Special "spiffs" on particular pieces of merchandise which you wish to push.

(NOTE.--It is not recommended that every store-wide promotion embrace every one of these points, although this is possible. You should, however, consider all these possibilities in planning your store-wide sale.)

Appendix J.--READY REFERENCE INDEX

Accessories, 136, 145, 191, 198, 215, 227, 232

Adam furniture and decoration, 58, 66, 67, 72

Adjoining rooms, relationships among, 171

Advertising, 3, 7, 196, 265, 266, 267

All-over carpeting, 171, 181

Aluminum, 73

American styles, 70, 165

Analogous color harmonies, 131, 134

Animal fibers, 153

Antique: Furniture, 60, 73, 161 Rugs, 160, 161

Apartment living room, 267

Architectural factors in selling furniture, 131, 133

Argument, folly of, 78

Armures, 157, 168

Axminster carpetings, 71, 157, 160, 164, 231

Balance in room arrangement, 142, 147

Basket weave, 167, 168

Beauty: Nature of, 131 Relation to price, 132

Bedding, 107, 108, 205

Bedroom: Children's bedrooms, 208 Decorative processes, 61, 206, 237 Draperies, 207 Floor coverings, 172, 207 Relaxation room, 205 Sales of merchandise for, 76, 205, 208, 210 Wall treatments, 206

Bedsprings, 119, 208

Blond woods, 100

Body Brussels carpetings, 154, 164

Book rack, use of hanging, 58, 221

Brackets, 66

Breakfast nook, 217, 221

Breakfast room, 100, 217, 218

Broadloom carpetings, 165, 168, 266

Brocades and brocatelles, 54, 60, 156, 157

Buffets, 54, 196, 235

Bureaus, 51, 94

Burls, 91, 255

Buying habits, 3, 24, 35, 36, 38, 42, 83, 84, 196, 210

Cabinets, 50, 56, 63, 69, 189, 190, 193, 196

Cabriole leg, 41, 69

Calcimine colors, 180, 187

Call trade, 5, 8

Carolean style, 70

Carpetings, 153, 155, 160, 162, 170, 174

Case goods, 51, 94, 210

Cedar chest, 187

Cellulose plastics, 239

Center of interest, 141, 184

Chairs, 51, 55, 64, 92, 94, 192, 194, 231, 237

Chaise lounge, 55, 58, 205

Charles I, II furniture, 61

Check-up, the daily, 10

Chenille carpetings, 154, 160, 162, 263

Chests, 51, 52, 54, 189, 190, 208, 209, 239

Chiffonier, 58

China shelves, 66, 196

Chinese, influence in decoration, 63, 66, 232, 235

Chintzes, 64, 157, 158

Chippendale furniture, 16, 64, 65, 66, 72, 76, 267, 268

Chromatic circle, 139

Chromium, 73, 97, 219, 236

Clocks, 56, 63, 190, 235, 236

Cocktail tables, 157

Coils, 112, 113, 114, 115

Coir, 153, 155

Colonial furniture, 70, 72, 193, 237, 267

Color: Chart of color combinations, 135, 146 Definitions, 134, 136, 227 Emotional effects of, 133, 134, 136, 145, 218 Management, 135, 136, 139, 140, 235 Means for larger sales, 267 Names and families, 134, 135 Sales talk based on, 133, 136

Color schemes: General, 133, 136, 139, 171 Bedroom, 171, 206 Breakfast room, 100, 218 Connecting rooms, 195 Dining room, 190, 191 Hall, 171, 186 Kitchen, 219 Living room, 171, 180, 185, 231 Sunroom, 100, 171

Commodes, 36, 235

Competition: Factor in selling, 36, 197 Forms of, 196

Complementary colors, 134, 135, 136, 176

Confidence: Destroyed by unproved assertions, 33 Winning the buyer's, 34, 40, 197, 222

Console tables, 54, 67, 143, 189, 237

Construction: Hidden values, 30, 93, 96 Methods in floor coverings, 162-166 Methods in furniture, 95, 214 Order of in sales presentation, 31, 84, 214 Women's attitude toward, 49, 84, 197, 240

Consumer education: Wide spread, c, 5, 10, 37, 74, 107 Problems increasing, 5, 197 Service to, 5, 93, 123, 198, 218, 234

Contrast: As an element of beauty, 139 As a method in showing furniture, 210, 211, 213

Cotton fibers, 116, 153, 154

Couch, studio, 63

Craftsmanship, 78, 92

Credenzas, 54

Cretonnes, 155, 158, 215

Crewel embroidery, 159, 190, 247

Crotch figure, 82, 91

Cupboards, 247

Customer: Attention to, 20, 22, 84, 108, 199, 209 Buying habits, 35, 84, 209, 222 Influencing the, 6, 40, 108, 123, 198 Meeting the, 24, 199, 241 Psychology of, 23, 42, 85, 198, 200, 209, 241 Types of exceptional, 32, 78

Daily check-up, 10, 36, 241

Damasks, 54, 60, 118, 154, 157

David style, 60

Dining room: Combined with living room, 193, 195 Decoration of, 190, 237 Dinettes, 194, 195, 237 Floor coverings, 191, 267 Junior dining rooms, 193, 194, 196 Lighting, 190, 192, 227 Relation to connecting rooms, 193 Window treatments, 192

Directoire furniture, 48, 60

Dominant element: Method of, 137, 189 Necessity for, 189

Draperies: Choice of, 69, 136, 207 Fabrics, 136, 155, 207 Function of, 138, 207, 215 Length of, 183 Patterns, 136, 183, 192 Women's interest in, 216

Drum printing of carpetings, 158, 160, 165

Dutch cabinet, 63

Early American, 71, 193, 213, 230, 236

Easy chair, sales procedure, 17

Elizabethan style, 61, 62

Embroideries, 66, 159, 198

Emotional harmony, test for, 143, 144, 145

Emotional values: Color, 135, 138 Light, 133, 138 Line, 137, 138 Proportion, 137, 138

Empire style, 59, 60, 72

Enameling, 100

English styles, 61, 268

Ensembles: Advantages, 172, 199, 208 Building units for use in, 172, 194, 211 Sales techniques, 172, 174, 196, 199, 200, 211

Fabrics, 42, 153, 172, 220, 228

Feathers, 124

Federal period, 60

Felt-base carpetings, 160

Fibers, textile, 153, 154, 156, 166, 192

Figures in woods, 34, 85, 96, 225

Finish as an element of value, 49, 97, 98, 209

Finishing methods, 73, 97, 98

Fireplace group, 184, 235

Flake figure, 87

Flax, 153, 155

Floor coverings: Choice of--See discussion of various rooms, 181, 207, 216 Care of, 166, 169 Color management in, 159, 207 Common terms, 263 Construction in, 33, 159 Plain vs. figured, 172, 207, 216 Sales talk based on, 171, 216, 266 Used to unite adjoining rooms, 171

Floor plans, nature and use, 20, 21, 200

Fluorescent lighting, 226, 228, 238

Follow-up Methods, 190, 200

Foot: Various types of, 69, 248 Defined-glossary, 248

Formal balance, 143

Francis I, 55

French Provincial, 59, 60, 194, 237, 268

French Renaissance, 55, 230

Friezes, frisés, 156, 268

Furniture: Arrangement, 141, 144, 183, 194 Coverings, 144, 155 Effects, women interested in, 85, 132 Hidden values, 33, 42, 93, 94, 96 Selection and use, 195 Upholstery, 96

Furniture woods: Appeal of, 85, 88 Finishes, 97, 98, 99, 255 Hardwood and softwood, 87 List of principal, 255 Structure and eye appeal, 86

Gate-leg table, 62, 63, 64, 195

Georgian styles, 64, 72, 237

Girandoles, 66, 67, 248

Glass: Furniture material, 73 Curtains, 182, 207, 216

Glossary, 247

Grass rugs, 166, 168

Grouping, importance of, 132, 141, 144, 147, 184, 185, 231, 237

Growth-ring figures, 86

Guest room, 208

Hall: Color scheme for, 186 Decorative principles for, 186, 188 Draperies, 188 Floor coverings, 188 Minimum equipment, 189, 190

Harmony: Nature of, 131, 144, 146, 208 Tests for, 145

Hepplewhite furniture, 67, 68, 267

"High-lighting" merchandise, 41, 76, 77, 211, 252

"High-pressure" methods, 18, 37, 197

Hooked rugs, 160, 173

Horsehair, 153

Hues, definition of term, 134, 220

Imagination in sales, 8, 198, 217, 218

Inlay, historic use of, 42, 54, 69, 94, 247

Intensity in color, 183

Interior Decoration: Definition of, 3, 131, 133 Basic principles, 138, 141, 198, 241

Inventory your home, 133, 211

Italian Renaissance, 52, 77

Jacquard weave, 118, 156, 163, 167

Jacobean style, 61, 62

Jute, 153, 155, 263

Kapok, 117, 125, 153, 155

Key piece method of selling, 33

Kitchen: Accessories for, 218, 220, 235 Breakfast nook, 217, 221 Color in the, 219, 220 Curtains for the, 220 Decoration of, 220, 236 Floors, 220 Walls, 220

Knee-hole desk, 58, 268

Knickknack shelves, 236

Kroehler survey, 39

Lacquer, 56, 63, 64, 97, 99, 248

Ladder-back chair, 66

Lamps, 173, 199, 215, 227, 230, 235

Latex, 117

Leather, 54

Legs, table and chair--styles of, 248

Library, 171

Light: Emotional effect of, 133, 232 Relation to color, 133, 207

Lighting: Fluorescent, 227 Methods for rooms, 144, 230, 231

Line and form, emotional values, 137, 139, 208

Linens, 155

Linoleum: Materials and construction, 73, 160, 165 Used in various rooms, 181, 188, 220

Living room: Color schemes for, 171, 180, 185, 231 Decorative principles, 179, 188 Groupings, 141, 267 Individual pieces, 193, 267 Related merchandise for, 179 Room picture method, 197 Setting up complete room, 197, 199, 200 Wall treatments, 180

Louis XIV furniture and decoration, 55, 57, 88

Louis XV furniture and decoration, 56, 57, 60

Louis XVI furniture and decoration, 58, 60, 69, 76

Love seat, 69, 143

Luminosity in color, 227

Machine-made furniture, 77, 78, 92

Mahogany, 58, 60, 64, 67, 73, 100, 232, 258

Maple, 92, 100, 193, 213, 232, 259

Marquetry, 42, 56, 58, 249

Materials as element of value, 31, 49, 84, 110

Mattresses, 106, 108, 112, 116, 208

Men as buyers, 38, 119

Mirrors, decorative use of, 56, 66, 137, 187, 189, 191, 232, 233

Mohair, 153, 154, 156

Moisture content in woods, 94

Moss, 153, 155

Motifs in decoration, 141, 181, 206, 235

Murals, 236

Names, importance in selling, 23, 25

Needlepoint, 54, 64, 159

Neutral colors, 136, 137

Night tables, 205

Nursery, 171

Oak, 56, 61, 99, 259

Objections: How to anticipate, 212 How to answer, 9, 199

Occult balance, 142

Odd pieces, selling, 194, 208

Order taking vs. selling, 18, 140, 206

Oriental rugs, 61, 75, 160, 266

Ornament, 67, 73

Outfit sales, technique for, 199, 200

Palm fiber, 97, 153, 155

Paneling, proper employment of, 71, 180, 237

Pedestals, 56

Period furniture and decoration, 49, 235

Personality, elements of, 6, 12, 241

Phyfe, Duncan, 72, 193, 267

Physical harmony, tests for, 141, 145

Pictures in decoration, 137, 138, 191, 232, 233

Pillows, 106, 109, 112, 123, 124, 125

Planned selling, methods of, 190, 199, 201, 208, 210, 223

Plastics enter field of competition, 100, 237, 238

Plushes, 156

Plywood: Construction, 89, 90 Characteristics, 96, 240 Value, 90

Porch furnishings, 100, 217

Powder table, 58

Prices: Element of value, 8, 78, 83, 206, 222 Changing attitude toward, 78, 111, 131, 196 Judging customer's level, 132, 206 Meeting competition of, 111, 197 When to quote, 24, 200

Primary colors, 134, 135

Printed linens, 158

Progress program chart, 4

Proportion, emotional value of, 137

Protein plastics, 239

Pure colors, effect of, 134

Quality, often a concealed value in furniture in relation to price, 93

Queen Anne style, 63, 65

Questions as an aid in selling, 19, 22, 38

Ramie, 153, 155

Rattan, 97

Rayon, 118, 153, 155

Reed furniture: Materials and construction, 93, 96 In the sunroom, 215

Related merchandise: Importance of selling, 7 Sale of, 7, 190

Renaissance, the, 51

Repetition: Artistic method of, 34 Basic importance in selling, 34

Resistance--due to unproved assertions, 9, 210

Retail-store services, 174, 266, 269

Rococo ornament, 66, 69, 249

Roller shades, 182

Room arrangement, 21, 133, 147, 207

Room picture method, 136, 198, 200, 211, 214

Rugs: Arrangement of small, 181, 188, 192, 207 Choice of, 181, 188, 192 Common terms, 263 Hand-tufted weaves, 160 Proper margins for, 181 Sales procedure for, 43, 74, 164, 171, 172

Sale: Closing the, 17, 23, 212, 214, 222 Starting the, 17, 18, 132, 211

Salesman: As business builder, 3, 85, 107, 122, 140, 222 As interpreter of appreciations, 78, 85, 138, 140 Daily check-up, 10, 12, 16 Equipment of, 10, 85, 140 Objectives of, 5, 17, 222 Techniques used by, 6, 8, 83, 172, 206

Sales volume: Sources of increasing, 5, 7, 84, 107, 111, 198 Ways to larger, 5, 208, 210, 211, 222

Sateen, satin, 118, 126, 156, 209

Savery, William, 72

Scatter rugs, 181, 207

Screens, 56

Secretaries, 141, 268

Selling: According to plan, 20, 173, 210, 211 Fundamentals in, 8, 10, 29, 37, 221 Hidden factors in, 42, 85, 205, 212, 241

Shade as a color term, 133, 134

Shades: See window shades, 170, 182, 192 Lamp, 229

"Shading" in pile carpets, 216

Shadow prints, 158

"Sheen"-type rugs, 33

Shelves, wall, 235, 236

Sheraton furniture and decoration, 16, 68, 69, 267

Sideboards, 67, 69

Silk, 153

Sisal rugs, 168, 169

Small rugs, 181

Sofa bed, 60, 107, 126, 143, 232

Solarium, 214

Solid furniture, 73, 87, 90

Spaciousness, securing effect of, 137, 141

Spanish furniture and decoration, 54

Springs, 107, 112, 115

Stains, 98, 99

Stair carpets, 172, 188

Steel as furniture material, 73, 100

Store services, 174, 266, 269

Stretchers, 53, 63, 64, 92

Studio couch, 106, 126

Style: Appeal of color in, 267 Appeals based on period decoration, 74, 76, 78 As a selling factor, 8, 49, 75, 180, 212 See period furniture discussion, 49

Sunroom: Decorative principles, 100, 171, 214, 215 Furniture suitable for, 214 Typical treatments for, 215, 216

Superlatives, avoid use of, 9, 24, 211

Synthetics, 73, 240

Tables: Bedside, 237 Breakfast, 60 Construction of, 52, 94 Dining room, 60 Gate-leg, 62 Importance of small, 50, 56, 58 Kitchen, 2, 219 Occasional, 7, 52, 189, 237 Tea, 60, 231

Tabouret, 55, 56

Tact, 8, 241

Taffetas, 144, 157

Tallboys, 64

Tapestries, 56, 106, 136, 141, 155, 156, 189, 236

Tapestry Brussels carpetings, 165

Textile fibers, 216

Thermoplastic, 239

Thermosetting, 239

Ticking, 118

Tint, as a color term, 134

Tone, color, 134, 139, 161

Touch, sense of, 42, 43, 44

Training levels, 4, 5

Truth in selling, 9, 33, 34, 75, 77, 108, 199, 266

Tuft, 119, 164, 170, 263, 264

Twill weave, 118, 156, 167, 168

Unit, shifting from to entire room, 198, 199

Unity as element of beauty, 181

Unmatched furniture, sale of, 189, 191, 193, 208

Upholstered fabrics: Choice of, 118, 154, 159, 185, 194 See discussion of various rooms, 159, 209 Historic practices, 56, 154

Upholstered furniture: Construction of, 93 Hidden values, 93, 96

Utility: As a buying motive, 8, 50, 133, 147 Values, 8, 133, 144

Value: Defined as color term, 133 How to demonstrate, 29, 84, 94 Real nature of, 83 Studies of emotional, 133, 134 When to demonstrate, 31, 109

Vargueno, 41, 53

Vegetable fibers, 154

Velvet carpetings, 165

Velvets; velours, 60, 76, 156

Veneer: Beauty and historic use, 55, 87, 88, 91, 228 Preparation of, 86, 88, 89 Sales talk based on, 73, 91 When to sell merits of, 90, 91

Venetian blinds, 182, 207, 216

Vernis Martin, 41

Vocabulary building: Aids to, 41, 76 Importance of, 35, 40, 75, 77 List of descriptive terms, 41 Suggestions for, 41

Voyeuse, 60

Wall decorations, 147, 189, 191, 235, 236

Wall panels, 190, 215

Wallpapers, 136, 139, 147, 188, 191, 206, 215, 237

Wall treatments: Color in, 170, 220 Connecting rooms, 186 Description of methods, 41, 147, 215 Painted, 180, 187, 206, 218, 220 Papered, 64, 137, 180, 206, 218 Proper relationships among, 147, 180, 188, 191, 215

Walnut, 55, 58, 63, 73, 91, 100, 232, 261

Warm colors, 135, 218

Warp prints, 155, 157, 158, 263

"Washed" rugs, 161, 266

Wavy figures in woods, 256

Weft, 156, 157, 263, 264

White used in decoration, 204, 206, 219, 228

William and Mary furniture and decoration, 63, 65

Wilton carpetings, 154, 160, 163, 165, 263

Window display, 40, 266

Window shades, character and use, 170, 182, 192

Window treatments, 40, 141, 182, 192

Wood: see furniture woods, 85, 93

Woodwork in the decorative process, 98, 99

Wool fibers, 153, 168

Woolen and worsted yarns, 153, 154

Women as buyers, 35, 37, 84, 196, 199, 211, 216

"Word painting," importance in selling, 35, 208, 212

FOOTNOTES:

Statement prepared by the Mahogany Association, Chicago, Ill.

Statement prepared by American Walnut Manufacturers Association, Chicago, Ill.

The Seng Handbook, The Seng Co., Chicago, Ill. (1939), pp. 54-55.

Reproduced by permission of Robert B. Palmer, advertising manager, Duff & Repp, Kansas City, Mo., and the National Furniture Review.

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