Interpretive Project

1
Interpretive Project

• Kimberly Tee
• EVDS 693
• December 2, 2004

2
Fun Facts

• more than 25 million in the world
• next to the automobile, it is the most-used item
  on four wheels!

3
Motivation

• Sylvan Goldman, 1937
• supermarket manager
• he noticed people stopped shopping when their
  baskets were full!
• initial solution have employees exchange full
  basket for empty one
• inefficient

4
Inspiration

• wooden folding chair
• basket on raised seat
• wheels on legs
• second seat below
• problem
• people wouldnt use it!

5
What Happened?

• mission accomplished!
• people bought more
• hugely popular by 1940
• 7-year waiting list in orders for new carts
• supermarkets were redesigned
• checkout counter and aisle layouts changed

6
Nesting Carts

• Orla Watson, 1947
• telescoping shopping carts
• basically the carts we use today

7
Store-friendly Carts

• durable
• protected from environment
• rust-resistant
• easy to clean
• economical
• theft-resistant
• quarter loan fee
• front-wheel clamps

8
Marketing to Stores

• functional benefits
• lighter, easier to use
• greater durability
• modular design
• environmentally friendly
• attractiveness
• colours
• style

9
Family-friendly Carts

• child seats added
• plastic piece to close off leg holes for
  childless shopper
• child restraints added
• 20, 250 children under 5 visited emergency rooms
• most injured from falls
• US Consumer Product Safety Commission, 2002

10
Carts for Kids

• child-sized shopping carts
• still a hazard
• vehicle-shaped carts
• McCue Beans
• designed for kids
• Delivering up to 60 smiles an hour

11
Do Carts Make a Difference?

• in 1999
• top six discount chains, with carts
• sales increases of 5 or more
• top six department-stores, without carts
• sales increases less than 5
• in mass-market retail stores
• shoppers with a cart buy 7.2 items
• without a cart 6.1 items
• Americas Research Group Inc, 1999

12
Bigger Carts

• todays average cart is around three times as
  large as its 1975 counterpart
• why?

13
Future Carts

• smart carts
• find products
• offer coupons
• place orders from cart
• scan items as you shop for running total
• social issues
• invasion of privacy?

14
Cart Redesign

• IDEO shopping cart concept, 1999

15
Shopping Cart Humour

• The Center for Prevention of Shopping Cart Abuse