Retailers Seek TRACARTS as Solution to Their Cart Theft Woes
Since the invention of the grocery cart, the issue of stolen carts has been one that retailers have grappled with. The Food Marketing Institute estimates that around 2 million carts are stolen or otherwise go missing every year, resulting in massive costs to the retailer.
Both retailers and consumers are concerned with the rising prices of everyday goods, and the issue of stolen carts simply exacerbates this economic problem. It’s not simply an issue for retailers and shoppers — entire cities are getting involved in attempting to solve the problem of stolen carts.
Recently, the city of Fayetteville, North Carolina, spent $78,000 in taxpayer funds to round up missing and stolen carts over a two-year period. The city of Albuquerque, New Mexico, also cracked down on the blight of stolen carts, rounding up 1,885 carts in just two months.
The issue of missing and stolen carts is costly to retailers, consumers, and taxpayers. Abandoned carts can not only create hazards in roadways and neighborhoods, but also cause additional stress to retail workers tasked with corralling the carts and keeping them on site where they belong.
TRACARTS (TRAC) has emerged as a technology-informed solution to the issue of stolen carts. Haim Heller, the company’s COO, explains that the TRACARTS system is designed to save retailers money, time, and frustration.
“We are significantly decreasing shopping cart loss,” says Heller. “With technology, engineering, and psychology, we are turning the shopping cart pain into a pleasurable experience.”
The true cost of missing carts
With each cart that goes missing or is stolen, a retailer stands to lose $300. The massive number of carts that disappear every year results in high losses for the retailer, who then may have no choice but to eventually pass costs down to the consumer.
The human element of the pain of missing carts is how TRACARTS sets itself apart from its competition. The psychology part of their approach is why TRACARTS works.
“Some retail stores protect their carts by charging money from customers, who get a refund once their cart is returned,” Heller says. “In the U.S., this security measure is utilized with a quarter. If you wanted a cart, would you be willing to spend or lose 25 cents for a cart that costs upwards of $300?”
There is also the altruistic side of cart maintenance. The return or non-return of a cart to the parking lot cart corral has become a test of moral fortitude in recent times. Social media memes have declared people who return carts — regardless of how far away the corral may be or whether or not they will receive a quarter in return — to be “good people.” Those who leave their carts scattered about, waiting to be stolen, damaged, or lost? Well, they’re not so good.
This modern litmus test is the psychology part of the TRACARTS approach. They know that people get a good feeling when they return a cart, and will continue returning their carts to hold on to that same feeling.
The technology aspect
However strong the pull of doing a good deed may be, TRACARTS is not relying solely on psychology for their system. There is a robust technological aspect to TRACARTS.
With their intuitive system, shopping carts are easily tracked and locked in when not in use through the TRAC hub — a series of customizable shopping cart trains, individually outfitted as one, two, or three multi-directional lines of carts hooked into the TRAC system — installed in the store’s parking lot. The Hub is strategically placed and allows shoppers to get to their cart and continue with their shopping experience without having to weave through cars to locate a cart.
The carts are managed through the patented TRAC retraction system, which locks them into the track where they may only be released from and returned to the Hub through the system’s smart technology program. The TRAC kiosk serves as the gateway to the carts, either releasing the carts from the Train or returning them to the Hub. Shoppers simply use any White Label app, the fob, a PIN code, or their phone number to release the cart.
When shoppers return the cart, they don’t need to worry about further interaction with the kiosk and can simply place the cart back on the Train. All that’s required from the retailer’s end is access to electricity and WiFi. The retailer can place the train into a number of configurations to suit any parking lot.
Smart technology and data insights
The TRAC system is a proven method for keeping carts safe and on-site. As an added bonus, the system provides valuable data and a way to incentivize and engage with consumers. The smart technology and integrated psychological aspect of the system incentivize customers to return carts by providing subtle reminders to return them and various rewards programs for returning.
The app also allows retailers to provide VIP offers, rewards, and experiences to shoppers, tying a positive experience to the use of the cart. Retailers can collect and use data on how many carts are in use at one time, who is using the carts, and when the carts are being returned. The TRAC dashboard is entirely customizable for the retailer.
As the issue of missing and stolen carts persists, the implementation of technology, engineering, and psychology will be required to stop the costly issue. TRACARTS has emerged as a solution to this challenge carrying all three elements, putting years of lost money, time, and frustration in the past.
