Birth of modern shopping at Le Bon Marché
, duration 5 min, , 2115
Did you know that the world’s first department store disrupted the conventions of traditional sales?
Did you know Le Bon Marché was the first French retailer to offer fixed prices?
Until Le Bon Marché, the norm was to haggle. When Aristide Boucicaut came up with a fixed-price model, word spread that the sellers at Le Bon Marché could be trusted. In addition, entry to the store was free, with no obligation to try, and you could touch the products. A revolution!
Did you know Aristide Boucicaut was the first French entrepreneur to constantly diversify the offer?
In 1882, the store had 35 departments; by 1887 it had 74. Merchandise came from all over France: silk from Lyon, lace from Calais, wool from Roubaix, and drapes from Sedan - cities whose emblems are still visible on the building’s façade today.
Did you know Le Bon Marché was first to champion low profit margins?
Aristide Boucicaut convinced his partners to lower prices, preferring to sell more of an item for less and regularly renew stock than sell goods at high prices for a lower turnover. It was daring for the era, but it worked. And it broke the established model of sales.
Did you know Le Bon Marché was first to introduce mail order?
In 1867, the Boucicauts invented the catalogue, allowing the company to penetrate people’s homes and increase sales. The catalogue was such a hit that it influenced fashion all over France and abroad, thrusting the image of the elegant Parisian into the public psyche.
Did you know Le Bon Marché was a forerunner of home delivery?
In the 19th century, culture slowly changed, and women were increasingly allowed to shop unaccompanied. Through his home delivery service, Aristide Boucicaut further emancipated his female clients by enabling them to move around without their bags, and thus their male, bag-carrying chaperones.
Did you know Le Bon Marché initiated the self-service stand?
With its multiple floors and endless departments, the Bon Marché became a place to see and be seen, with people often spending the entire day in the store. Aristide Boucicaut wanted their time there to be as agreeable as possible, and so set up the self-service stand, where clients could succumb to temptation at their own rhythm.
Did you know Le Bon Marché contributed to the modern changing room?
Until Le Bon Marché arrived, clothing was the affair of tailors who would make made-to-measure clothes in people’s homes. Aristide Boucicaut realized that tailoring could be done under their roof, providing changing rooms for women and waiting areas in which to entertain their husbands.
Did you know Aristide Boucicaut was a pioneer in understanding the importance of retail architecture and design?
He knew that to entice clients, his ‘cathedral of modern shopping’ needed to be immediately identifiable. In 1869 he ordered architect Alexandre Laplanche to create a monumental entrance and rotundas topped by domes that could be seen from afar. In 1872, he asked Louis-Charles Boileau and Gustave Eiffel to give the building the aesthetics you see today, notably the vast glass roof, which allowed natural light to pour into the shop.
Did you know Le Bon Marché developed both the in-store event and seasonal sale?
To keep their clientele interested, ‘surprise’ was the name of the game. And in 1880, to keep them surprised, Marguerite Boucicaut created a calendar of events, listing the opening of the season’s collections, perfume sales, promotions, art shows and even concerts.
Did you know Le Bon Marché created France’s first animated Christmas window?
Most shops do it now, but in 1909, when the store created a mechanized display (dedicated to Robert Peary, the first person to reach the North Pole on April 6 1909), they were well and truly ahead of their time.