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 th ought 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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