Aaron Montgomery Ward (February 17, 1843 – December 7, 1913) was an American entrepreneur based in Chicago who made his fortune through the use of mail order for retail sales of general merchandise to rural customers. In 1872 he founded Montgomery Ward & Company, which became nationally known.
Ward, a young traveling salesman of dry goods, was concerned over the plight of many rural Midwest Americans who were, he thought, being overcharged and under-served by many of the small town retailers on whom they had to rely for their general merchandise. He opened his first mail-order house in 1872. By heavy use of the railroads centered on Chicago, and by associating his business with the non-profit Patrons of Husbandry (the Grangers), Ward offered rural customers a far larger stock than generally available in small towns and at a lower price. Unlike local country merchants, Ward offered no bargaining and no credit. His free catalog, printed by the most modern methods, was widely mailed to customers, allowing them to see pictures of consumer goods and imagine how they might be used. Later, Ward used the Post Office's Rural Free Delivery service; he lobbied for a parcel post system that came about in 1906. The early 20th century was the heyday of mail orders and Ward's had become an American tradition, along with its rival Sears Roebuck.[1]
Ward continues to be honored as the protector of Grant Park in Chicago, Illinois.[2]
^Boorstin (1973)
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