How Reyers Stays a Step Ahead

Luring thousands of customers to a shoe store in Sharon, Pa.

Another sale looms at Reyers Shoe Store in Sharon, Pa., and that is a little like saying another leaf is falling from another tree in autumn. Reyers has sales almost constantly. Next week, for example, is the fall sale. There are more sales before Thanksgiving and before Christmas. Finally comes the January clearance, in which everything that did not get sold in the previous sales goes on sale.

These price-cutting binges are a sign not of desperation but of acutely smart merchandising. Though Sharon is an old steel town, with a population...

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