Author: Allen Buchanan This post originally appeared on Location Advice and is republished with permission. Find out how to blog with us on theBrokerList.
Our
travels took us to the Windy City over the weekend to celebrate a milestone
event in our marriage. To better understand one of America’s great cities and
its origin – we took a walking city tour. I love the architecture of the bygone
days and as a commercial real estate professional, the story behind how cities
develop is fascinating to me.
As
we approached the corner of State and Washington, an immense fourteen story
structure loomed. We found ourselves learning about a Chicago icon—Marshall
Field. As we strolled through this bustling city, weaving through shoppers and
gazing up at storefronts, I was reminded of just how much one man, more than a
century ago, shaped the way we experience retail today.
Things
such as individual item pricing, customer service, purchase returns and the
experiential approach stores such as BassPro and REI have adopted were all
Field hallmarks.
Field’s
legacy is more than a department store; it’s a blueprint for modern commerce,
and his influence is still alive in almost every retail experience we have
today.
Marshall
Field more than a retailer—he was a visionary. His store on State Street wasn’t
just a place to buy things; it was a place to be. He understood, long before anyone
else, that shopping should be more than a transaction—it should be an
experience. Walking into his store was like stepping into another world, where
beautiful displays and carefully curated products drew customers in, not just
to buy, but to linger and enjoy.
Field
realized that the environment mattered as much as the merchandise. It’s no
wonder department stores became destinations unto themselves, and that
tradition endures in some of our most iconic retailers today.
But
Field’s real genius was his deep respect for the customer. He’s the one who
coined the phrase “The customer is always right,” and he truly lived
by it. He made it easy for people to return items if they weren’t satisfied, a
policy that, at the time, was revolutionary. Field believed that if you treated
people well, they’d keep coming back—and they did.
His
dedication to customer service laid the groundwork for the personalized,
customer-first approach that we all expect from businesses now.
Field
also understood something else that was ahead of its time: the value of
offering a unique product mix. He built relationships with suppliers all over
the world to bring exclusive, high-quality items to his stores. Instead of
trying to be everything to everyone, he focused on offering carefully selected
goods that reflected the taste and aspirations of his clientele. It’s a lesson
that many retailers would do well to remember—especially in today’s landscape,
where a well-curated selection often speaks louder than endless options.
It
was more than the products or the atmosphere, though. Field also believed in
running his business with integrity and treating his employees with respect. At
a time when labor conditions were often harsh, he made sure his employees were
paid fairly and worked in humane environments. This not only created a loyal
workforce but also reinforced the values of his brand—integrity, quality, and
care. It’s a reminder that the culture behind the scenes often shapes the
experience in front of the store.
As
I reflect on my own experiences—whether it’s walking through grand department
stores in major cities or the charm of smaller, curated shops—I realize how
much of what we take for granted in retail today can be traced back to Marshall
Field’s vision. His legacy is a reminder that great businesses aren’t just
built on products—they’re built on people, values, and an unwavering commitment
to creating something special.
So
next time you’re enjoying a beautifully crafted window display or being greeted
with a smile when you walk into a store, take a moment to think about Marshall
Field, the man who helped make it all possible.
Allen C.
Buchanan, SIOR, is a principal
with Lee & Associates Commercial Real Estate Services in Orange. He can be
reached at [email protected] or 714.564.7104. His website is allencbuchanan.blogspot.com.
