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Just for a moment try to put every shopping trip you ve ever made out of your head. imagine a different world. imagine that all the goods for sale are locked away in cabinets and to handle them, or even to examine them closely, you need to ask a shop assistant to open it up for you. imagine that within seconds of entering a store a floorwalker approaches you and asks if you re planning to buy something then, when you say i m just looking, rudely tells you to leave. imagine any attempt to return faulty or unsuitable goods being met with ridicule, obstruction or a flat refusal to help you. . Until the late 19th century people didn t have to imagine that. it was reality. For anyone alive today a visit to the average store back then would convince you that they didn t really want to sell you anything. The idea of customer service was an alien one. Stores sold things. if you wanted to buy them, fine. if you didn t they weren t real