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'Green Stomps,' Self-Service Poy Off for This Yord
"We now have three years' experience in the use of S&H Green Stamps and we know that cash develops a better financial position-and that is just what we havemore cash in the till."
It was Frank Westlake speaking, general manager of Lincoln Avenue Lumber & Mill Company, Pasadena. Frank is a 38-year veteran in Southern California lumber and has had many years' experience in lumber sales and distribution at all levels.
"We rlse the daily newspapers, radio and direct mail to draw our clientele and we handle nothing but standardbrand building materials and better grades of lumber, wall surfacings, plywoods and paints, but we know 'the green stamp' is leader number one in our league," said Jim Davee, sales promotion .and advertising manager for the progressive Crown City retail concern.
The modern retail lumber yard is a complete self-service ooeration.
- Attractive displays of all do-it-yourself materials cover three warehouses and an acre of storage area. Mock-Ups are on display showing the exact uses and installations bf the materials offered for sale. A complete line of hardrl'are, paints and tools are available for customer selection.
Security Paint Company, along with U.S. Plywood, maintain permanent displays in the serve-yourself store.
It requires the services ol 25 trained employes to handle the sales and service departments of this fast-moving organi"ation..And a special plan room. selection and sahple area is available to the contractor. Skilled help works right alongside the contractor when putting the required materials together for delivery.
Lincoln Avenue Lumber & Mill Company sports an eight-car Union Pacific spur, three delivery trticks-and two units of mobile yard equipment. At present the sales and service departments are being reorganized to better account for and keep track of the thousands of items offered the public.
In order,to_ accomolish greater efficiency, various departments are being established with a departmental head rvho will be accountable to management for all inventory and sales in his particular division.
They_will be responsible for the housekeeping, too, because Frank Westlake learned years ago that it is the orderly operation that draws the iepeat cistomer.
"Yes, si1-we are convinced that the Green Stamp is a definite way to improve sales and assure steady growth on a cash basis. And cash is very important in our rising economy of loose credit," Mr. Westlake said.
Lincoln Avenue Lumber & Mill Company was established at the close of World War II to handle the great demand for building materials and lumber for the building boom in progress 15 years ago. The boom has been continuous and competition keen, and it has been necessary to keep the financial affairs of the company liquid and healthy. That is where the Green Stamp enters the picture.
The customer who formerly charged his purchases for 30-60 to 90 days now pays cash in order to take advantage of the end product discount offered through the stamps.
"Green Stamps are a definite sales-leader and businessgetter," said Mr. Westlake. His firm has the exclusive in the lumber category for the Pasadena area at a less than 3/o overall cost with an experience rating of more than 75lo cash sales.
Lincoln Avenue Lumber & Mill Company offers the builder and contractor a complete building suppty service.
