西尔万・戈德曼:用四个轮子,解锁购物新可能

时文摘要

为破解购物携带局限而生,却因不够体面遭顾客冷遇,西尔万・戈德曼的购物车凭一场巧思推广逆袭,不仅改写了零售业格局,更成为影响至今的日常购物标配。

① Sylvan Goldman, a businessman and Oklahoma native, was working for a California grocery wholesaler after World War I when he became fascinated by the new “supermarkets” that put everything under one roof. Still, he noticed a problem: Shoppers were buying only what they could carry in bags and baskets. In 1920, he and his brother, Alfred, brought the supermarket concept back to Oklahoma, where they established their own chain of stores. But Goldman still fretted over the persistent problem of shoppers being limited by their arms.

② Goldman’s first prototype for a shopping cart, in 1936, was wonderfully crude. It consisted of two folding chairs placed seat-to-seat with wheels attached to the bottom and a basket on top. He introduced the first official shopping cart on June 4, 1937, at the Humpty Dumpty grocery store in Oklahoma City.

③ Yet Goldman’s heart sank when he saw that customers wanted nothing to do with the new contraptions. Women who had grown weary of baby strollers refused to push anything around a store again. Men considered the carts emasculating and said wheeling them around was “women’s work,” according to Alyson Atchison, director of galleries and collections at the Science Museum Oklahoma. The museum now houses the first cart Goldman put into public use—which spent its earliest days sitting unloved and unused at the front of his store.

④ Goldman’s solution was elegant, and very simple: He hired attractive models to shop in the store while confidently pushing the carts, showing other shoppers firsthand how convenient and fashionable they could be. Shoppers saw the appeal and began emulating these comely men and women. Other grocers soon clamored for the carts, but many had to be patient: By 1940, store owners looking to buy new shopping carts reportedly faced a seven-year wait list. That same year, Goldman began producing the more familiar nesting cart (following a patent war over the design), which solved the messy problem of what to do with all those carts between customers. 

⑤ Food producers began offering larger container sizes in stores, knowing customers could now transport bulky items with ease. Goldman’s humble invention helped create the foundation for today’s retail landscape of vast stores filled with oversize products. As Atchison says, those wheels “changed and innovated shopping forever.”

⑥ And they show no signs of slowing their roll. Today, 20 million to 25 million shopping carts are cruising through America’s retail stores at any given moment, roughly one cart for every 13 Americans. 

                         原创编写 版权所有 侵权必究 每日更新 个性化阅读 英语飙升

1. 1.What did Sylvan Goldman find about shoppers in supermarkets?

A    They preferred traditional markets.

B    Their purchase was limited by carrying capacity.

C    They disliked self-service stores.

D    They shopped frequently in groups.

2. 2.The word “fretted” in paragraph 1 is closest in meaning to ________.

A    was ignorant

B    predicted

C    complained

D    was worried

3. 3.What can be inferred about customers’ initial response to shopping carts?

A    They had psychological concerns.

B    They found the carts impractical.

C    They feared high costs.

D    They desired more options.

4. 4.How did Goldman address customers’ reluctance to use shopping carts?

A    By reducing cart prices.

B    By improving cart design immediately.

C    By hiring models to demonstrate.

D    By advertising in newspapers.

5. 5.What is the main impact of Goldman’s invention according to paragraph 5?

A    It allowed larger product sizes.

B    It revolutionized retail practices.

C    It increased store profits.

D    It reduced product prices.

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