Shillito’s: One of the Most Innovative Retail Outlets Known to Humanity
Innovation made Shillito’s a legend and imitation ended it. In this Cyber Monday episode, Ben Walters explores how one of America’s first department stores lost its identity by blending in. Learn why staying true to your brand is the ultimate key to survival in any era, digital or otherwise.
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Episode 049 Full
Ben Walters: [00:00:00] At Shillito's in downtown Cincinnati. Happy Cyber Monday. You're probably wondering why in the world I am at an almost 200 year old department store on Cyber Monday. Sounds a little weird, right? We're in the digital age now, so this place is relics. This has actually been converted to lofts, but there are so many good examples of business within this place.
Ben Walters: This place was one of the most innovative retail outlets known to humanity. They were the first department store to ever extend credit. Beyond that, they were the first department store to welcome their African American guests as full participants in their restaurant, shopping in the store, everything that went with that.
Ben Walters: They also developed this incredible Santa Land. Apparently the line stretched nearly all around the block for people to get into the main doors of this, to go to Santa Land to experience it.
Ben Walters: But their final differentiator was in these [00:01:00] windows that are now filled by a restoration company. They had incredible Christmas displays. They had live elves, thousands of moving parts, way ahead of their time. That's what helped them be authentically their company. Started by John Shillito and they went gangbusters, but over time, they began to get watered down. They began to look like everybody else. Once that happened, then they were in a position where they weren't different than anybody else, and soon they got swallowed up by Lazarus and then they were watered down as just part of another mega chain. And then they were swallowed again by Macy's. And before you know it, this building was shuttered, converted to office space, lofts, that kind of thing.
Ben Walters: You want your business to survive, you have got to continue to be you. Whether that is in the digital landscape or whether that is in bricks and mortar business. Continue to go out there and kill it with your customers. Continue to make them smile, make them happy, and wanna line up for [00:02:00] blocks to come and do business with you. Have a great cyber Monday.
Ben Walters: Thanks for joining me today on the SuperPumped Business Podcast. If you enjoyed today's show, I have two quick next steps for you. First, subscribe or follow us on Apple Podcasts, Spotify, or YouTube. And second, jump on over to superpumped.com to find out all the incredible ways we can help you launch your SuperPumped Business.
Ben Walters: Keep well and I'll see you next time.
