” The basis of Harry Gordon Selfridge’s success was his relentlessly innovative marketing, which was elaborately expressed in his Oxford Street store. Originally from America himself, Selfridge attempted to dismantle the idea that consumerism was strictly an American phenomenon. He tried to make shopping a fun adventure and a form of leisure instead of a chore, transforming the department store into a social and cultural landmark that provided women with a public space in which they could be comfortable and legitimately indulge themselves. Emphasizing the importance of creating a welcoming environment, he placed merchandise on display so customers could examine it, and moved the highly profitable perfume counter front-and-centre on the ground floor.Either Selfridge or Marshall Field is popularly held to have coined the phrase “the customer is always right”.” (https://en.wikipedia.org/wiki/Selfridges)
