Pushing instead of carrying

When Migros introduced self-service back in 1948, a wire basket was handed out to customers who could then pick their own groceries. While the shopping trolley appeared in the USA as early as 1937 and becomes indispensable at supermarkets there, Migros takes its time over their launch. The first shopping trolley is not introduced until 1958 at the Migros Rebgasse store in Basel. It is a structure on three wheels to which plastic shopping baskets can be attached. The benefit of this system is that trolleys can be stacked in a very small space. A year later, a new Migros store in Zurich-Höngg is equipped with shopping trolleys as we know them today for the very first time. They have four wheels, are wider and more stable and some are even fitted with a folding child seat. While their capacity is modest compared to modern versions, more free space is needed between them to ensure the smooth circulation of customers. However, the investment in greater retail space pays off, as it soon becomes apparent that customers who can push their shopping around buy lots more goods.