Shopping Cart Design Starts to Cater to Customers with Special Needs

Grocery shopping just got easier for customers with limited mobility.

This week Pierce’s Markets in Baraboo and Portage introduced a special shopping cart that caters to customers shopping with someone who is disabled. It’s designed so that caregivers don’t have to pull a shopping cart while pushing a wheelchair.

“It’s for anyone who has a mobility challenge,” said Jason Grossenbacher, marketing director at Pierce’s in Baraboo. “We see it as a community service.”

The Baraboo store got its cart Monday. Portage got one the next day. Both came from Caroline’s Cart, which was founded by a couple with a special-needs daughter. They designed the cart to help parents and caregivers transport a larger child via grocery cart: It features a roomy, rear-facing plastic seat, as well as front and rear brakes.

“I’m proud we have that as an option to meet our customers’ needs,” said Eric Erickson, manager of the Portage store.

Grossenbacher said customers already have taken advantage of the user-friendly cart. Although it was designed with children in mind, the cart is large enough to transport adults. “We hope customers use it, embrace it,” he said.

Each cart costs $950. “We think it’s well worth it to take care of our customers’ needs,” Grossenbacher said.

He likened Caroline’s Cart to the carts designed for children, which resemble race cars and other fun vehicles. Pierce’s started with one, but now offers five. “I think it’s going to become more common as people become more accepting of people’s challenges,” Grossenbacher said.

Caroline’s Carts are being introduced by grocery chains and big-box stores around the country. If the cart proves popular at local stores, more may be purchased. “If there’s a demand, absolutely,” Grossenbacher said.

Erickson said customer feedback has been positive in Portage. “They thought that it was wonderful we would provide an option like that,” he said.