John Wanamaker
Wanamaker thought his “new kind of store,” which was a consolidation of many different kinds of shops into one, was the future of shopping. Not only did his department stores become very successful, they were also part of a merchandising revolution that steered people away from the general store. Wanamaker stores were the first to have a restaurant, electricity, an elevator, and a discount “downstairs” store. Wanamaker was also the first merchant to take out full-page newspaper ads that were written from the consumer’s point of view rather than the merchant’s.