Just for a moment try to put every shopping trip you've ever made
out of your head. Imagine a different world. Imagine that all the
goods for sale are locked away in cabinets and to handle them, or
even to examine them closely, you need to ask a shop assistant to
open it up for you. Imagine that within seconds of entering a store
a floorwalker approaches you and asks if you're planning to buy
something - then, when you say "I'm just looking," rudely tells you
to leave. Imagine any attempt to return faulty or unsuitable goods
being met with ridicule, obstruction or a flat refusal to help you.
Until the late 19th century people didn't have to imagine that; it
was reality. For anyone alive today a visit to the average store
back then would convince you that they didn't really want to sell
you anything. The idea of customer service was an alien one. Stores
sold things. If you wanted to buy them, fine. If you didn't they
weren't really interested. Browsing was strongly discouraged and
impulse buys were almost unheard of. Shopping was something you did
when you had to. It certainly wasn't something anyone enjoyed.
Then, in the late 1880s, one man came along and changed all that.
His name was Harry Gordon Selfridge and this is the story of his
life.
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