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Clickology by Graham Jones

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10CREATING THE PERFECT ONLINE STORE

When American retailer Harry Gordon Selfridge opened his store on London’s Oxford Street in 1909, he did something no other major retailer had done before. He allowed customers to touch the goods on sale, to experience what they were buying. Part of the radical change he brought about was to fill the entrance area with smells that would attract women into the store. Even today in Selfridges – and many other department stores across the world – you walk first into the perfumery department, which features a vast array of attractive smells to pleasure your nose. Harry Selfridge’s device to get the recently emancipated women into his store has stood the test of time as being more than a trick.

But if you enter ...

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