HIS RELATION TO CUSTOMERS
A considerable portion of the trade of the new store came from people in the country districts. Mr. Wanamaker had a way of getting close to them and gaining their good will. He understood human nature. He put his customer at ease. He showed interest in the things that interested the farmer. An old employee of the firm says: “John used to put a lot of chestnuts in his pocket along in the fall and winter, and, when he had one of these countrymen in tow, he’d slip a few of the nuts into the visitor’s hand and both would go munching about the store.”
Wanamaker was the first to introduce the “one-price system” into the clothing trade. It was the universal rule in those days, in the clothing trade, not to mark the prices plainly on the goods that were for sale. Within rather liberal bounds, the salesman got what he could from the customer. Mr. Wanamaker, after a time, instituted at Oak Hall the plan of “but one price and that plainly marked.” In doing this he followed the cue of Stewart, who was the first merchant in the country to introduce it into the dry-goods business.
The great Wanamaker store of 1877 went much further:—
He announced that those who bought goods of him were to be satisfied with what they bought, or have their money back.
To the old mercantile houses of the city, this seemed like committing business suicide.
It was, also, unheard-of that special effort should be made to add to the comfort of visitors; to make them welcome whether they cared to buy or not; to induce them to look upon the store as a meeting-place, a rendezvous, a resting-place,—a sort of city home, almost.