Selfridge promoted the radical notion of shopping for pleasure rather than necessity. The store was extensively promoted through advertising. The shop floors were structured so that goods could be made more accessible to customers. There were elegant restaurants with modest prices, a library, reading and writing rooms, special reception rooms for French, German, American and "Colonial" customers, a First Aid Room, and a Silence Room, with soft lights, deep chairs, and double-glazing, all intended to keep customers in the store as long as possible. Staff members were taught to be on hand to "assist" customers, but not too aggressively, and to "sell" the merchandise. Oliver Lyttelton observed that, when one called on Selfridge, he would have nothing on his desk except one's letter, smoothed and ironed.