Marshall Field and Company on State Street
In the early 20th century the shopping centers, department, and chain stores made an innovation of modern advertising.
Urban Shopping
The increasing city populations made commitments to the enterprising merchants urban shopping. The nation's first sign of a shopping center opened in Cleveland, Ohio during 1890. It was a glass-topped arcade that had four levels of jewelry, leather goods, and stationery shops. On Sundays the arcade provided band music. These retail shopping districts were located where public transportation could allow shoppers from outlying areas could access it. Department stores were made concrete by motivated merchants.
Department Store
Marshall Field of Chicago first brought the idea to America. Marshall worked as a store clerk and concluded paying attention to women customers could dramatically increase sales. The original owner, Potter Palmer sold his firm to two young men due to his failing health. One of the two were Marshall Field, which is were the popular specialized department originated. In 1868 Palmer built a edifice building on the Northeast corner of Washington and State and then convinced Marshall to move his firm to the new State Street building. The Great Fire crossed through Central Chicago and burned it to the ground with the millions of dollars in merchandise. Upon its happening Marshall declared to reopen. Within a few days shipments were being brought in from the east and continued business at a nearby location. The planning of the larger and more grand then the previous business began. It eventually expanded to occupying the entire State, Washington, Randolph, and Wabash.
Chain Store
These stores displayed much attention on their offering and variation of personal services. They sold goods for less by buying in quantity and limited personal services. During the 1870's, F. W. Woolworthfound if he offered an item for a low price the customer would instantly buy it since it was cheap. In 1911 there were 596 Woolworth stores, which sold more than $1 million in goods a week.
Advertising
The outlay for advertising was under $10 million a year in 1865, but increased tenfold to $95 million by 1900. Those riding on the train between New York and Philadelphia in the 1870's may have seen Dr. Drakes's Plantation Bitters on barns, houses, billboards, and even rocks.
-Medicines (#1)
-soaps
-baking powders
-newspapers
-magazines
Catalogs and Rural Free Delivery System
Montgomery Ward and Sears Roebuck brought retail merchandise to small towns. Ward's catalog was introduced to the public in 1872, which was a singe sheet it's first year. Then progressed to a booklet with ordering instructions in ten different languages. Richard Sears started his company in 1886. By the year 1910, close to 10 million Americans shopped by mail. The United States Post Office flanted the mail-ordering businesses. In 1896 the Post Office introduced the rural free delivery system, which brought packages to every home.
Central Court and Mosaic Dome
Main Aisle and Merchandise Displays
South Grill Room
