Department stores have come a long way

In today’s society, the department store is a solid feature in most towns and cities across the UK. Popular for their huge range of products, such as clothes, electrical items and furniture, all located under the one roof, they have come to be known as one-stop shops, effectively eliminating the need to trawl round hundreds of individual stores to purchase different items.

Built on the concept of convenience, department stores have been around for over 100 years. Inevitably over time, they have evolved to offer the consumer increased expediency, with features such as online catalogues becoming the norm.

However, the advent of the department store came about in 1852 in Paris, France. At that time, computers had yet to be invented and it was the physical stores themselves that were celebrated for their innovative approach to shopping. Not only were there a variety of different departments displaying a range of goods for sale, but those goods also had fixed prices attached to them, removing the need for bargaining and haggling. It was at this time the notion of a ‘money back guarantee’ was introduced, which allowed for the exchange and refund of unwanted or faulty goods.

By 1890, the concept of department stores had taken hold and retail entered a whole new era. Over the years, many features were added to them, in order to make the shopping experience as holistic as possible for consumers, without them leaving the store. For example, features, such as restaurants, and services like personal shoppers, generally became standard.

The introduction of department store catalogues was also a big step. The stores could not only extend their branding into the home, but also it meant that customers could order what they wanted by simply browsing through the catalogue, and either calling up to place their order via the telephone, or posting an order form.

It is the advent of the internet, however, which has really changed how people shop and has served to extend even further the range of goods and services department stores offer. No longer are people restricted to the merchandise in one particular store or catalogue (different stores, depending on their size, will stock different items, whilst catalogues are restricted by printing costs, for example), and instead they now have access to a larger range of goods.

Additionally, people can order their desired items online and have them delivered a few days later. Indeed, if the fast delivery option is chosen, it is possible for some items to be delivered the next day.

Many high street department stores now operate an online outlet in addition to their high street real estate operations and Debenhams Direct is but one example of what department stores can offer in the way of website services. From their online wedding service, where you can organise your wedding gift list, buy stationery and shop for your dress, as well as hire the groom’s outfit, to taking advantage of their special clothing range previews and exclusive gifts, you can partake in a holistic shopping experience, without leaving the comfort of your armchair.

Paul McIndoe writes for a digital marketing agency. This article has been commissioned by a client of said agency. This article is not designed to promote, but should be considered professional content.