Twice as fast trolley developed in response to consumer demand – Almost three quarters (73%) of retailers believe their customers would welcome an overhaul of the traditional shopping trolley, for a new speedier version, new research reveals. With more than three in four shoppers (78%) putting their hands up to being slowed down by misbehaving trolleys, retailers are right in thinking there’s a real need for speed in their shopping aisles.
The research commissioned by Nurofen Express amongst Britain’s retailers and customers found that speed and efficiency were second only to cost of produce on people’s shopping lists, when it comes to choosing which supermarket to shop at.
Three in four shoppers rack up an extra 20 minutes every week thanks to faulty trolleys – a considerable proportion of the one to two hour weekly shop the majority (54%) undertake. Consumers named wonky wheels (36%) and cumbersome trolleys (23%) as the top offenders for stealing speed during the weekly shop.
In a bid to answer this call for change and satisfy the need for speedy shopping, Nurofen Express launched a competition with Central Saint Martins College of Art and Design to find the twice as fast trolley of the future.
Judged by interior designer and TV personality Linda Barker, the winner combined creative flair with technical know-how to unveil ‘The Pick-N-Pack’ – a super fast take on a the classic model. What impressed the judges includes:
- Organised multi-bag compartments which eliminate the need for plastic bags
- Time-saving self-scanner and payment technology
- USB port which allows consumers to view their shopping lists electronically
- Scooter on the back which makes it a novel way to entertain the kids on the weekly shop
Katherine Scott, Marketing Manager for Nurofen Express, comments: “The pressures and demands of our daily lives mean we are constantly on the look-out for ways to get things done quickly, and that includes the headache of the weekly shop. With speed and efficiency being the second most important criteria consumers consider when choosing where to do their shopping, we’re not surprised retailers recognise the benefits a speedier version of the classic trolley would have for everyone.
“We hope our campaign will prompt retailers to reconsider the design of the humble, yet often hindering, shopping trolley and think about trialling a prototype of our new twice as fast version.”
Pete Williams, Head of Press & PR, Somerfield, adds: “The creativity combined with clever design concepts was of a very high standard.
“Naturally we want our shoppers to have a positive experience when they visit our stores, so wonky wheels are few and far between at Somerfield. We were impressed by the re-usable bags that fit into the winner’s trolley design. Not only can the bags be reused, making them a ‘green’ bonus, they can also conveniently separate out your groceries – keeping frozen goods together and cleaning products away from food – brilliant.”
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