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The Y Files

The Y Files is the place for conversation and discussion about how technology shapes individuals and their communities. Steve Melito (Moose), the blog's owner, is an experienced technical writer who once read Aldous Huxley's Brave New World while killing time as a temp at GM Truck and Bus.

"All our science is just a cookery book, with an orthodox theory of cooking that nobody's allowed to question, and a list of recipes that mustn't be added to except by special permission from the head cook." - World Controller Mustapha Mond, Chapter 16, pg. 225

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6 comments

The First Shopping Cart Wasn't Cool

Posted October 17, 2007 9:35 AM by Moose
Pathfinder Tags: innovation inventions marketing

Seventy years ago, America's first shopping cart glided through the aisles of a Standard supermarket in Oklahoma City. According to legend, store owner Sylvan Goldman came up with the idea while sitting in his office, staring at a pair of folding chairs and worrying about how to move more merchandise during the Great Depression. With help from Fred Young, a mechanic, Goldman built a four-wheeled contraption with two metal-wire baskets and a folding frame. When viewed from the side, the "folding basket carrier" that debuted in 1937 looked like two chairs with angled backs and baskets instead of seats. By using the top of the higher "chair back" as a handle, a shopper could steer through the aisles and continue to fill the cart long after a bag, box, or handheld basket would be full.

Sylvan Goldman's shopping cart was convenient, but it wasn't very cool. Men thought that pushing a shopping cart made them look effeminate. Women thought that shopping carts looked too much like baby carriages. To change the opinions of skeptical shoppers, Goldman launched an in-store advertising campaign complete with posters and models. One black-and-white poster featured a tired-looking woman with a purse in one hand and an overflowing market basket in the other. "No more of this at your Standard stores", the poster explained. In smaller type, additional text promised "the newest innovation in shopping" and invited the savvy shopper to imagine "wending your way through a spacious food market without having to carry a cumbersome shopping basket on your arm." To underscore his point, Goldman hired distinguished-looking male and female models to pushed packed shopping shops around the store.

By creating the perception of need, Sylvan Goldman became a millionaire. Although the first shopping carts often collapsed unexpectedly, Goldman convinced customers to focus upon the benefits of what he termed "the newest innovation in shopping". At the same time, the store owner encouraged designers such Arthur Kosted to build assembly lines to form and weld wire – a prerequisite for the mass-production of shopping carts.

Resources:

http://www.designboom.com/history/cart.html

http://www.ideafinder.com/history/inventions/shopcart.htm

http://en.wikipedia.org/wiki/Shopping_cart

Steve Melito - The Y Files


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Hobbies - CNC - New Member

Join Date: Aug 2007
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Good Answers: 14
#1

Re: The First Shopping Cart Wasn't Cool

10/17/2007 9:16 PM

I think I get that very same shopping cart close to every time I go shopping.

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#2

Re: The First Shopping Cart Wasn't Cool

10/18/2007 5:00 AM

Then came the big dis-improvement: the plastic shopping cart--witness walmart, home depot,... but it appears that these big stores are finally changing back to all metal, as they find that more carts are inoperative than not. A local walmart has about a hundred plastic carts, only about 10 still roll after several months. The home depot only has about 4 or 5 plastic carts still running. Sometimes...usually...metal is still the best.

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#3
In reply to #2

Re: The First Shopping Cart Wasn't Cool

10/18/2007 11:57 AM

Well when you look at what people load into shopping carts at home depot, no wonder they fail. Metal carts aren't going to be much more usefull when they fill them with 10 bags of concrete, plumbing fixtures and a few sheets of plywood.

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#4
In reply to #3

Re: The First Shopping Cart Wasn't Cool

10/18/2007 12:24 PM

well, that shopping cart looks and is in better condition than some cars I've seen on the road. And safer too.

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They say that there is only one universal language that everybody can understand and that is mathematics. I like to think there are two, with the other being humor.
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#5
In reply to #3

Re: The First Shopping Cart Wasn't Cool

10/19/2007 7:38 AM

That would be true, but from what I've observed at Depots those kinds of heavy items are almost invariably carted on the heavy, steel flat carts and lumber carts that Depot also provides--most likely because it is very difficult to lift things like Sakrete into and out of a grocery style cart. In fact, the plastic carts are as likely as not to be almost empty during most of their use--rarely as loaded as in a grocery supermarket. I suspect that much of the rapid damage occurs during handling by store personnel as they gather and move the carts en masse. Also, the plastic carts are so frequently smashed together in the cart area in the parking lots. My previous comments were based on observations that stores can keep metal carts in largely good working order for years and years--the reluctant metal cart is a rare metal cart--even a decade or more; but the plastic carts have pretty much had it after two or three years, often much less. I would again submit: that WalMart must have finally figured out that the extra cost of metal carts will pay off in the longer term; and thus are transitioning out of the plastics and back to the metal carts. Yes, with some things, cheap is more expensive when the true cost is known. I suspect also that a primary incentive for the cheaper plastic carts is cart theft. However, I observed that one big store nearby has come up with a good solution. They permit their customers to take their metal carts home and bring them back as needed. To make this work better, they painted all their metal carts in distinctive store colors... so they are readily recognized wherever they may be. The store also permits the less fortunate (folks with no owned transportation) to also use the carts...and one can often see the stores carts "parked" near area bus stops, waiting to be picked up and returned back to the store by borrowers returning on the busses. Remarkably, that store never seems to have any shortage of carts (as one might expect) so evidently their honor among neighbors system (even in a town known as Baghdad of the West for its thievery) works pretty well. Stores on the east coast have a different approach to cart preservation: the carts are not permitted to be moved away from the store and out onto the parking lots. Instead, one drives to the store entrance area and unloads one's cart (from behind cart retention barriers) into one's car. This takes some getting used to for someone from other parts of the country...but the advantages soon become obvious: much less traffic congestion in the lots; no carts in the lot to run into cars or be run into by cars; carts that always roll flawlessly inside the stores because they have not been subjected to parking lot and traffic rigours. I for one would much rather push a heavier cart with wheels that roll true and easily, than a light plastic cart with wheels that don't.

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#6

Re: The First Shopping Cart Wasn't Cool

11/08/2007 11:05 AM

I was just in a store t'other day that had just that system...two hand baskets stacked up on a wheeled rack, just like the illustration. It was a jewelry wholesalers. They looked like they were machine made just like regular shopping carts, so I suppose anybody could order them.

One local store here in Ottawa installed stantions to prevent carts from leaving the service area. They also had to install a guard to reduce theft out of the unattended carts. I notice they now allow you to take the cart to your car. I suspect the replacement and repair of carts was less than the cost of a guard.

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