Wegmans Improves Shopping Experience With Caroline's Carts
By Megan Zielinski, contributing writer
Wegmans, family-owned U.S. regional supermarket chain, introduced Caroline’s grocery carts in all stores, allowing for customers to conveniently include their children with special needs in the enjoyable shopping experience.
Upon request of a customer with a daughter with disabilities in Mt. Laurel, New Jersey, Caroline’s Cart is now available in every Wegmans location. The carts were once implemented in the Wegmans Rochester stores, until management discovered they were used for reasons other than its purpose; now, usage of the cart requires signage. Head of Wegmans customer service operations, Kirk Van Ry, pushed for all Wegmans to have these carts accessible for parent’s ease. As of the end of April, the carts are available in all stores, thanks to Mike Benschop in Wegmans corporate purchasing.
The development of Caroline’s Cart comes from the name of the inventor’s daughter, who has multiple disabilities. With every purchase Wegmans makes of the newly-incorporated carts into all stores, a portion of the proceeds go toward Easter Seals, the supporting organization of Caroline’s Cart, and other services dedicated on improving the quality of life for special needs children.
Caroline’s Cart, is a uniquely designed cart not only for children with special needs, but for all children. The advantages of the cart include, face-to-face contact between caretaker and child, allowing for constant monitoring and for reassurance to children with anxiety. Adjustments to the back of the seat can be made for children’s comfort since they have lower muscle tone. Children stay upright and a footrest beneath the seat is provided. A safety harness straps child in, allowing for shopper to be certain that child is secure while focusing on steering cart and shopping. The handles of the cart swing back for easy accommodation. The cart includes a generous amount of space for items and hooks are handy on the side of cart for hanging shopping bags.
As of 2010, the Census Bureau concluded that of the 53.9 million school-aged children between 5-17 years old in the U.S, nearly 2.8 million, 5.2 percent, have a disability that requires special attention. While such disabilities prevent everyday activities from taking place—the addition of Caroline’s Carts in Wegmans allows for customers to include their child in a normal, weekly event. “I strongly believe that Caroline’s Cart will bring fundamental, much-needed changes to retail shopping experiences, amusement parks, and any other venue where a child’s security and comfort are equally important,” Joseph F. Jolly, M.D., FAAP. When customers have a positive shopping experience with aid from the cart, it not only benefits shoppers, it also keeps satisfied shoppers coming back, choosing their store over others, and allowing for longer visits.