“There are no hard times for good ideas.” 

 Harry Gordon Selfridge

Before online marketplaces such as Ebay and Amazon entered the retail game, Innovative marketing concepts were already being deployed within brick and mortar stores. As a learning case study, let us look at the example of Selfridge’s Department Store in the UK.

With his background in American retail culture and Innovation, Harry Gordon Selfridge revolutionised the London retail businesses in the early 1900s. Mr Selfridge was the creator of many retail “firsts” for his customers at Selfridge’s Department Store and some of the significant ones are:

1. First UK department store that allows customers to browse without the commitment to purchase, creating an enjoyable and relaxing retail experience.
2. First to introduce the concept of having fragrance and cosmetics displays at the ground floor.
3. First department store to heavily rely on advertising and gimmicks to create a theatrical effect.
4. First department store that has a female toilet.
5. First to provide background entertainment (i.e. music and scent in the air) in the department store for its customers.

References:

Londontopia. (2017). Mr Selfridge: 10 Facts and Figures You Might Not Know about Selfridges in London. [online] Available at; http://londontopia.net/site-news/featured/mr-selfridge-10-facts-figures-might-now-know-selfridges-london/ [Accessed 6 Jul. 2017].

London-tourist-guide.s3-website-eu-west-1.amazonaws.com. (2017). What is the history of Selfridges. [online] Available at: http://london-tourist-guide.s3-website-eu-west-1.amazonaws.com/What-is-the-history-of-selfridges-department-store-london.html [Accessed 6 Jul. 2017].

Reynolds, L. (2017). 11 Secrets Of Selfridges. [online] Londonist. Available at: https://londonist.com/2016/01/secrets-of-selfridges [Accessed 6 Jul. 2017].