Radio Broadcast - 1924, January - 84 Pages, 8.2 ... - VacuumTubeEra

MR. STEVENS SHOP IN WASHINGTON, D. C.Where the simplicity, neatness, and attractive appearance of modern receiving sets are made evident to the uninitiatedMaking Radio Attractive to WomenA Sales Plan Adopted by a Dealer in Washington,D. C., and the Reasons for Its SuccessBy LEWIS WOODYOU saw a receiving set installed in theliving room of your own home in such away that it harmonized with the furnishingsIFof the room seemed to "go well"there, as we say would you be any moreinclined to want it than ifyou saw itagainstthe background of a lot of shelves packed withelectrical equipment?Donald G. Stevens, of a radio sales companyin Washington, believes you would, and thereforehe has adopted a plan which has been verylittle developed in the field of radio merchandising.It took some courage to start such aventure as the outlay necessary was considerable,but he was convinced that the ability torealize just how radio "fits" and looks in thehome would, in time, prove a great inducementto purchasers.Accordingly, he furnished his place of business,not like a store at all; he got away fromshelves and counters, replacing these withfurniture in the fashion of a parlor or a drawingroom. He put a big, comfortable davenportagainst one wall, and along the other side of theroom a desk and a table. In the middle heplaced one of the long tables that are so oftenseen in modern homes. He did not crowd hisquarters but selected his furniture with tasteand discretion. As will be seen from thephotograph above there are enough chairs,tables, and desks in the room, and enoughpictures on the walls to secure the desiredeffect. Besides, three or four different typesof furniture are provided in order that eachprospective purchaser may pick out piecesresembling his own as much as possible."I have tried to make it so that the prospectivecustomers who come in here, especiallythe women, do not have to draw entirelyupon their imaginations," said Mr. Stevens.