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“Don't Sell Things, Sell Effects”: Overseas Influences in New Zealand Department Stores, 1909–1956

Published online by Cambridge University Press:  13 December 2011

Evan Roberts
Evan Roberts
Affiliation:
EVAN ROBERTS is a doctoral student in the department of history and the Minnesota Population Center at the University of Minnesota, Twin Cities. He thanks Melanie Nolan, Tina Manko, Ludovic Cailluet, and three anonymous referees.
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Abstract

In the years before World War II, New Zealand department stores became increasingly influenced by American ideas about salesmanship. This involved a shift away from British precepts about retailing, which discouraged initiative by sales-people and emphasized service. Stores that adopted American ideas were trying to become more competitive and began to appeal to working- and middle-class consumers. They imported the concept of “suggestion selling” and the idea of pushing complementary goods. New Zealand merchants modified American methods by relying on the use of manuals and bulletins to train salespeople and, unlike American stores, did not introduce commission payment schemes.

Type
Articles
Information
Business History Review , Volume 77 , Issue 2 , Summer 2003 , pp. 265 - 289
Copyright
Copyright © The President and Fellows of Harvard College 2003

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References

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52 A similar industrial relations system operated in Australia. See Reekie, Gail, “The Shop Assistants Case of 1907 and Labour Relations in Sydney's Retail Industry,” in Foundations of Arbitrations, eds. Macintyre, Stuart and Mitchell, Richard (Melbourne, 1989), 270–90Google Scholar.

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79 A vast international literature addresses the topic of gender and consumer culture. I have particularly benefited from work by Gail Reekie, Erika Rappaport, Susan Porter Benson, and Gary Cross.

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92 Emphasis in original. “No Man Sells Merchandise,” FTCO 176 (July 1929): 16,55/106, FC.

93 FTCO 194 (Jan. 1931): 15, 55/123, FC.

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99 “Style! Style! Style!” FTCO 182 (Jan. 1930): 9, 55/112, FC; Sprecher, “Good Clothes are Good Business,” 143-4.

100 In Alexander Smith—Letterbook 1928 (14 June), MS-Group 93-215-5/4, ATL.

101 Sprecher, “Good Clothes are Good Business,” 143.

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105 “Keep Your Eyes Open! Teach Yourself!” FSSN4 (28 Apr. 1938): 3, 55/144, FC.

106 “Be Sure To Know Your Stock,” FSSN 4 (6 Oct. 1938): 1, 55/144, FC.

107 “Make More Sales By Suggestions,” FSSN3 (7 Oct. 1937): 4,55/144, FC.

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113 Jarman, “Hints on—Selling Foundation,” 29.

114 James Smith's Scrapbook, James Smith's collection, f-93-215-1, ATL.

115 “why the Continued Shortage of Corsetieres?” N.Z. Draper and Allied Retailer 27 (7 Feb. 1949): 26.

116 Quote from “With Retailers at New Plymouth,” N.Z. Draper and Allied Retailer 26 (7 Apr. 1948): 26. See also “Overcoming Retail Staff Shortages,” Retailer of N.Z. 1 (31 July 1948): 35.

117 Emphasis in original. “Benefits,” The House 9 (June 1958): 9-11.

118 Boorstin, Daniel, The Americans: The Democratic Experience (New York, 1973), 101–64Google Scholar; Cross, Gary, An All-Consuming Century: Why Commercialism Won in Modern America (New York, 2000).Google Scholar

119 Chessel, “Training Sales Personnel in France between the Wars,” and Furlough, “Selling the American Way in Interwar France.”