104 TEA 



by selling articles of which the public only want a small 

 quantity, the turnover is uncertain, and not necessarily 

 progressive. 



Window displays of tea always create interest, 

 (specially if some novelty is introduced, so as to 

 attract attention. The public are lamentably ignorant 

 about the tea they drink, and where it is possible 

 to enlighten them, beneficial results are generally 

 apparent. A good plan is to secure samples of fine tea 

 sold in Mincing Lane, and place them in the window, 

 clearly marking the prices paid for them. Many 

 alluring and interesting curios from India and China 

 are to be picked up from time to time, and these taste- 

 fully displayed will often create an interest in the 

 grocer's magnet tea. 



Photographs, such as reproduced in this book, are 

 educational as we 11 as being most interesting, and if 

 copies are tastefully framed and exhibited in a prominent 

 position, interest will be awakened, and customers will 

 be more ready to listen when appealed to on the subject 

 of tea. A great deal is now being done to help the grocer 

 to be up-to-date in his methods, and to persuade him 

 to retail a high-class tea at a moderate and fair profit, 

 bringing it before his customers by smart and telling 

 local advertising, as well as his own ability as a salesman. 

 When a certain standard of quality has been decided 

 upon, let him at all hazards maintain it, and then by 

 means of small samples prove to his customers that he 

 can give them better tea for the same price than is 

 offered by his more widely advertised rivals. Experi- 

 ence in recent years, when the tea trade has been 

 most difficult to work satisfactorily, has proved that 

 retailers who have adopted measures of an aggressive 

 character, have not only maintained their business, 

 but have largely increased it. Others who have 



