One may not think of shopping cart loss and theft as a pervasive issue worthy of too much attention — and one would be wrong. The theft, loss, and damage of shopping carts from retail stores can lead to thousands of dollars in costs.
The issue is so widespread and worrisome that in 2023, Santa Fe, New Mexico, spent nearly $50,000 of taxpayer dollars on a local contractor in an attempt to retrieve stolen or otherwise missing carts. Leading up to hiring the contractor, the city had received an onslaught of complaints from citizens concerned about the blight and the damage from the wayward cart situations.
The situation in Santa Fe is emblematic of a widespread issue. According to studies, over 2 million carts go missing annually in the United States, leading to thousands of dollars lost by retailers that are eventually passed down to the consumer.
Whether people steal carts for personal use, as a childish lark, or if a cart goes missing by happenstance, the cart issue is obviously one that retailers would like to see solved.
One company believes that technology, coupled with a dash of psychology, could be what solves the retailer cart woes. With a system that saves retailers time, money, and frustration, TRACARTS (TRAC) is making retailers sit up and pay attention with its innovative approach to cart management.
SMART and mindful solutions
TRACARTS CAO Chaya Grosinger believes some solutions don’t go far enough to tackle the root of the cart problem. “Some retailers charge a nominal fee for a cart, which is then refunded when the cart is returned,” says Grosinger. “But, you have to ask yourself, would you be willing to spend or risk losing 25 cents for a cart worth over $150? For most people who steal carts, the answer is yes.”
Shoppers are already interacting with carts, yet retailers often miss the opportunity to use this touchpoint to better understand shopper behavior. The TRAC system protects the cart while placing it on a data grid, allowing businesses to gather valuable insights and enhance the shopping experience.
TRACARTS has developed a unique solution for retailers concerned about their carts disappearing. With their technology-informed approach, retailers can install a TRAC hub that effectively tracks cart usage and encourages the safe return of the cart at the end of use. Through the intuitive system, shoppers can avoid weaving through traffic to find a cart due to the use of the strategically placed hub. The TRAC retraction system safely locks the carts into place until they are released through the TRACARTS smart technology system. The system’s kiosk allows shoppers to release the cart from the hub. Throughout their shopping experience, they are encouraged to return the cart on time through the app. Once they are finished with the cart, they can easily return it to the hub without further interaction with the kiosk.
TRACARTS has woven technology into their system that helps the retailers as well. With data insights into how many carts are being used and who is using them, retailers can have a better view of their shoppers. In addition, through the white label app, retailers can better engage with their shoppers, offering VIP experiences and sales.
There is a psychological aspect to the TRAC system as well. In recent years, the issue of returning a shopping cart to its rightful place has become a bit of a societal litmus test. It is considered rude — and to some, immoral — to fail to return your shopping cart, instead leaving it in the parking lot to possibly ding cars or go missing.
TRACARTS uses this psychological pull to “do the right thing” to its advantage. “People get a good feeling when they return a cart,” explains Grosinger. TRACARTS is counting on this good feeling — plus a little nudge from the smart system — to help compel people to return the carts to the TRAC hub.
Saving time, money, and frustration
With the innovative smart technology interface and data insights that allow retailers to effectively engage customers, the TRAC system is unlike any other solution for cart management that has been brought to market. “Our approach is significantly reducing the number of lost shopping carts,” explains Grosinger. “By integrating technological innovation, advanced engineering, and psychological insights, we’ve turned a common frustration into a positive part of the shopping experience. This also opens up new opportunities for retailers to gain valuable insights into and track shopper behavior.”
After years of frustration and lost revenue due to missing, stolen, or damaged carts, TRACARTS is finally giving retailers hope. Retailers stand to lose up to $300 with each cart that disappears. The innovative TRAC system can help retailers retain millions. It also saves customers money, as there are no lost revenue costs to pass down to the shoppers. By merging psychology and technology, TRACARTS offers an ideal solution to an age-old problem.