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Bill Fishman & Affiliates

acknowledge the women shoppers with the same respect as men. Nothing can turn off the woman shopper as much as a patronizing approach and the assumption that she's just a messenger for a male in the household.

Beverly Keene said it well in a letter to the editor entitled "I'd Like To Be An Equal Opportunity Customer":

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I T THEIR seminar session at the I\Vss1s1n Home Center show in Anaheim, Ca., Bill Boston and Gary Walsh of Ernst Home Centers, Seattle, Wa., told of a recent survey they had con- ducted. They found that their stores appealed to women shoppers. Borrowing a phrase from the computer industry, they have tagged their stores "User Friendly" and are making even greater efforts to make their store designs and merchandise presentations more attractive to women.

Ernst is also training their personnel to