More than 100 years ago, an American businessman came to London and bought the land of Oxford Street, which is considered a desolate place. Three major attractions".
The most important thing is that Selfridge's itself is the originator of modern department stores, and most of the commercial marketing we are familiar with now comes from it.
No.1 in department store
The first modern mall layout
In 1911, Mr. Selfridge saw that the shopping malls in Paris attach great importance to perfume, so he decided to place the perfume and cosmetics counter at the most conspicuous entrance on the first floor (the original cosmetics and perfume were sold in pharmacies). And there is another reason. At that time, the main means of transportation in London was horse-drawn carriages. The horse dung on the road was so stinky that the smell of perfume could be concealed.
To make customers more comfortable, Selfridge's also has restaurants, a library and a hair salon, making the department store not just a place to shop, but an all-around leisure destination.
The first mall escalator
That's right, escalators existed 100 years ago, which seemed very luxurious at the time, and are now standard in every mall.
The first exquisite window
Showcasing what's new for the season in windows is nothing new, but Selfridge's was the first to make window displays more artistic and lingering
Even during some social events, Selfridge's windows take a stand. For example, when the feminist movement broke out, Selfridge's in the play designed the window as the theme of WSPU (Women's Social Political Union).
When the war breaks out, there is also a display map, the War Window of the bullet. When the soldiers returned, a soothing "Welcome Home" theme was also designed.
They turned the window into a work of art and a living, sentient being.
First Christmas discount season
Everyone's favorite Christmas discount season is also invented by Selfridge's. This Christmas countdown calendar has long been staged on posters. In fact, as early as 1876, when Harry Selfridge joined the American wholesaler Marshall Field, he first proposed the concept of Christmas sales.
The first mall to calculate passenger flow
In the first week of opening, Selfridge's welcomed 1 million customers, and it was the only mall at that time that had a special person to calculate the customer flow.
So many firsts make Selfridge's seem innovative and bold, and its marketing methods to win over consumers are even more impressive.
The grandfather of marketing
On the eve of the opening of Selfridge's, people experienced a huge advertising campaign unprecedented in the UK - 104 pages of advertisements were placed on 18 media outlets across the country for seven consecutive days.
On the opening day of Selfridge's, the first customers were given a gift - a silver key symbolizing "home away from home".
To keep the mall crowded as soon as it opens, there are special offers from 9am to 11am.
Promotions are not only held during the New Year, but also during the season
In order to attract the common people to shop, each counter area has items that can be bought for 1p, such as desserts sold by the restaurant for 1p. IKEA's best-selling item today is their $1 ice cream.
Use celebrity to increase traffic, let famous ballet dancer Anna Pavlova do a dance, and "Sherlock Holmes" author Conan Doyle will do a signing. Not only is it popular, but the artistic style is also in place.
Showing sports cars in modern shopping malls is nothing new. Selfridge's directly moved the monoplane into the shopping mall, and also found a model to help show it (the predecessor of the car model?). This novel and bold initiative also attracted a lot of passengers.
Shop on the ground floor of what was then Selfridge's, just like any other mall: shop - check out - pick up and leave. And above the first floor, you can enjoy more high-end services: gift wrapping and home delivery (the earliest express?). Promotional items can also be gift-wrapped and look just like full-priced items.
The golden sentence of the service industry: "Customer is God" is also from Mr. Selfridge's mouth.
What was sold in a department store 100 years ago?
At Selfridge's beauty counters, many of the products sold have become classic century-old brands like Selfridge's itself.
The first is Guerlain perfume, which is also Mr. Selfridge's favorite perfume brand, and the olfactory experience he most wants to share with customers.
Champagne Grey, a cologne brand with a long history, was born in 1862 and was once the royal perfume supplier of the European royal family. The round soap pictured is still available today.
Pond's who first invented cold cream.
British veteran Yardley, although not popular nowadays, is also a royal certified brand.
Penhaligon is also a fragrance brand certified by the British royal family.
Rimmel, it is said that its mascara was actually invented earlier than Maybelline.
In the early days, ladies went to tailors to make custom clothes, and buying clothes was considered a private matter. But Selfridge's figured out a model for selling ready-to-wear early on. Why should only you men be able to buy ready-to-wear in the mall?
What's selling best in this fickle weather in London? Umbrella! Mr Selfridge even came up with a "50% off in-store umbrella when it's raining" promotion.
The world of trenches can't be neglected. In the 1931 poster, there is also an advertisement for a discount on buying an airplane and installment payments.
In the golden age of travel, suitcases are of course indispensable, and the first choice is naturally LV, although it is as big as a wardrobe.
Mr Selfridge himself
Harry Selfridge used to be a small shop clerk. He understands the hard work of the mall very well, so he is very considerate to the employees. He can remember the name of every employee and give generous raises to outstanding employees. If employees have any difficulties You can also communicate with him.
In the play, the financial manager is worried that he will be ordered to retire due to his advanced age, and dare not announce his birthday. Mr. Selfridge sends his congratulations after learning about it, and expresses his hope that he can continue to stand with him through thick and thin. After the First World War, 80% of male employees met the recruitment requirements. Mr. Selfridge said that the company would leave them without pay and ensure that they have jobs when they return. For the unfortunate employees who lost their lives, Mr. Selfridge personally wrote condolence letters for their families. Although some plots are fictitious, they are all based on Mr. Selfridge's own opinion.
Mr Selfridge was so successful in his career, he had a dismal private life and a bleak old age. He has taken care of many mistresses. In the play, once he gets bored or finds out that the mistress is greedy, he will cut off the relationship immediately, but in reality, these mistresses really cost him a lot of money.
After the death of his wife and mother, Mr. Selfridge was even more depressed, and his gambling addiction also made him owe huge debts. At the age of 85, he mortgaged his family property together. So much so that he was at the gate of his own shopping mall, and was mistaken by the police as a homeless man and almost drove him away.
At the beginning of his business, Mr. Selfridge stated that he wanted to bring customers a unique and comfortable shopping experience. He did it, pioneering a modern way of life in Britain, which was very conservative at the time.
Although he lost the business empire he built in his later years, Selfridge's department store has survived under the rolling giant wheel of the times. It still stands proudly on Oxford Street, showing its proud appearance to the visiting world.
Hail to Mr. Selfridge and his magnificent legacy!
References : ITV; visual-therapy; bonbonatelier; magnifique-brunette; stratgomarketing; Londonist
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