CARTS and SUPERMARTS - Why Only at ENTRANCE? 20040703

Supermarkets are so much a part of our lives. For many people, the visit is a routine or ritual that cannot be neglected. And most supermarts have done well in terms of the ergonomics of the buying process.

Items are well organized and the layout is designed to guide the customer so that he buys a little more than what he came for. She cannot get the perfect sense of where she is but gets to see a lot more things, be attracted by them, as she meanders through the rows of shelves.

But the CART, the CART at SUPERMARTS! Why do they only have them at the ENTRANCE? For most people, they just stroll into the supermarket because the fruits and the cakes all attract them quickly. Then they realize they want to buy this and that and then more of this and that. But, he has to run all the way to the entrance to get the CART or the BASKET.

It is probably a logistics flow problem that the supermarkets are trying to solve. Why do they want to push all these carts and baskets way deep inside the store when the Returns (from the carpark) can easily be placed at the entrance for collection?

Therein lies the "customer service" mediocrity. The process scripter ought to have taken into account the feelings and tendencies of people to THINK of the ITEMS first before thinking about the cart/basket to carry them.

So supermarts should seriously consider placing baskets and carts in more places DEEP within the store so that people will conveniently grab a cart/basket, and start putting stuff in to buy!

I love supermarts!

DM 2004jul03 1024pm SATURDAY SGP