ShopRite to Expand Test of Shopping Cart System

MICHAEL GARRY

PARSIPPANY, N.J. — Starting next week, a ShopRite store here that has been testing the MediaCart shopping cart system for the past six weeks will add new features to the system. The features include a calculator that tallies the total cost of scanned items, and a selection of recipes on the system, according to Jon Kramer, chief marketing officer, MediaCart, Plano, Texas. In October, shoppers will be able to download shopping lists from their home computers and have the list broken down by aisle, Kramer said. MediaCart includes a screen attached to the rear of the shopping cart, a scanner and control device built into the front handle, and an RFID reader underneath the basket. At the Parsippany ShopRite, 150 of the 500 shopping carts are outfitted with the MediaCart equipment. The system currently displays brief full-motion video ads for CPG and private-label products and displays a list of specials; shoppers are able to scan items to check their prices and to use a product locator that maps an item’s location. The Parsippany store is one of two ShopRites owned by Ned Gladstein. Another ShopRite owner, in Oakland, N.J., is also testing MediaCart. ShopRites are part of the Wakefern cooperative.

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