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Influencing Customer Shopping Experience: The Impact of Traditional Shopping Cart Design and Features in Supermarkets
Alhusami, Maryam
Alhusami, Maryam
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Abstract
One of the essential parts of independent living is grocery shopping, which involves a range of mental and physical tasks. The arrival of shopping carts revolutionized the shopping experience by offering increased purchasing power, convenience, and portability for goods and personal belongings. The problem is that the quality of the shopping experience and overall customer satisfaction are strongly impacted by supermarkets' insufficient comprehension of the challenges faced by customers with and without medical issues. As a result, supermarkets' market share and sales performance are greatly impacted by this lack of awareness. The objectives of this study are to find out what problems customers are having in the supermarkets by conducting a survey and distributing it among them. Interviewing the managers of two of the most well-known supermarkets is the second objective. The third objective is conducting an interview with a physical therapist, which aims to offer a scientific perspective on the matter. Fourthly, involves using the Design Thinking Process to generate and showcase an original solution. Lastly, suggesting a recommendation for putting the last stage of the design thinking process into practice. To create and present the innovative solution, the design thinking process, survey, and interviews are used, generating cutting-edge shopping carts that assess both supermarkets and customers. According to the survey, shoppers have a wide range of demographic preferences, with a sizable percentage of them being between the ages of 35 and 50. They also prefer to purchase in-store. Traditional carts caused joint pain for 30 % of the responders, which emphasizes the need for ergonomic improvements. Cart weight had an impact on shoppers' purchases, suggesting that supermarkets may improve consumer satisfaction by offering lighter carts. Different levels of awareness were revealed in manager interviews, providing supermarkets with an opportunity to innovate and enhance the customer experience. The physical therapist recommended customized carts for accessibility and inclusivity while highlighting the significance of ergonomic designs for joint health.