Who came up with the trolley for products? Bashny.Net

Surely everyone going to the large multi-shop at least once took a small basket for shopping, refusing to push a trolley as intended to buy "for a moment only bread and sausage." And half an hour later, puffing on the severity of the basket, with envy looked at calmly rolling in front of a loaded truck buyers and continue to promise not to be lazy to use as a convenient tool in the shopping trip. After all, bread and sausage, no matter how hard you try, can not do! That's the idea, and was the inventor of the trolley: do not let a man caught in a shop with a minimum of goods, but only with a maximum. And for many years, changing and improving, trolley temptress doing his thing: its capacity and design affect the customer's length of stay in the store, and hence on the volume of purchases made. Cart on Wheels has become an indispensable attribute of a trading hall and unique lifesaver for retailers in their business. In addition, it serves as an additional advertisements and stylish accent the overall design supermarket.
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November 15, 1898 in a small American town Ardmore (Oklahoma), not to be confused with the New Zealand city, in a family of emigrants from Latvia, the owner of a small shop by the name of Goldman's son, who was named Silvan. He was the youngest in the family and parents with older brothers did not feel sorry for the boy. Anyway, he was sent to school is not easy, but in private, where children learned to wealthy parents. Accordingly, and given the knowledge at a higher level.

When Silvan was 16 years old, the First World War. Some men were drafted into the army, so the guy had to help in the haberdashery father and uncle, where he carries out any assignments: an accountant and was a longshoreman and, as often, older used it as a kind of shill. Store used, mostly women, who belonged to Silvan motherly. Especially those whose sons fought in Europe.

Soon came the age of conscription and Goldman, Jr., he was drafted into the army and sent overseas to France. There he was assigned a very important thing - to be a chef battalion. This allowed Silvan study features of trade in one of the most developed European countries, because he often had to buy something tasty, besides being reported in the US Army at the central supply.

With the war Silvan returned in March 1920, has grown up and the "hungry" to the present case. Convinced that he was a serious young man, an older brother Alfred Jr. proposed to build your business. Isolated father enough money for the purchase of a warehouse, where the brothers placed the warehouse to sell fruit. It was already April 3, 1920. The brothers themselves toured the Oklahoma and other US states, in order to find cheaper goods. And one day in California saw a wonderful shop that had been collected almost all the food and non-food items that can be imagined: the dairy and meat, and household chemicals, and haberdashery. "Come and we prepare to build a host - suggested Alfred Silvan - this is useful when under one roof you can buy anything ...."



They opened one store, then when things got better - the second. A one and a half years later, across the United States, there were two dozen shops owned by brothers Goldman. All of this was eaten in a trade network, called a few pretentious - "Grocery Sun". And, oddly enough, but the elder brother offered to become the youngest president of the company, and he took the post of vice-president.

It was a winning move, because Sylvan felt in the market as a fish in water. That he felt that agriculture begins a crisis of overproduction and proposed Alfred to sell their business, it is too late. They managed to do this for a few months before the start of the Great American Depression, and the money invested in a reliable bank. It turned out to be a very wise move, because the network of shops "collapsed" one after the other.

Brainy Silvan time glades and "critical point" of the crisis, and again for bleziru, talking with his brother, bought almost for free trade network "Shaltay- Dumpty." Why bleziru? The fact is that by the time the Force was already married, it is a solemn event took place June 7, 1931, and his fiancee, Margaret, that new husband called "Kid Katz" was no less practical man and was a counselor and confidante Goldman more than half a century . First of all, he consulted with his "kids».

So, after some repair shops "Humpty Dumpty" earned again. And almost immediately stood out, began to differ markedly from its competitors. Firstly, there was a very professional staff who tried to guess all the client's wishes, and secondly, Goldman never skimp on advertising, and finally, he was used to deliver the best of the store, but from time to time shares, selling some products a substantial discount ...

The country gradually came to himself after the Depression, people have more money to spend on shopping, sometimes the same basket of goods was not enough. Being a true businessman, Sylvan Goldman tried his best to increase sales in my shop, the main buyers which is, of course, women. However, angrily remarked that filled up to the top basket to give up on the desire of buyers to buy a couple of products - and so heavy was the burden. Then an enterprising trader ordered to store staff quickly offered "loaded" buyers empty shopping basket to complete and completed refers to the checkout.



How it was invented trolley for transportation of products? The first version of this.
Once in the supermarket, Margaret looked with their eldest son, whom they named Monte Cristo in honor of the hero of Alexandre Dumas. My son decided to help mom and courageously raised her cart, put it on his toy truck. And then proudly drove by his father, Behold, they say, what I am already an adult helper.

Forces Of course, it is said to himself. But something else he was hooked. Yeah, if the baby is under the force to drive a heavy truck on wheels, so why not make an adult? This significantly facilitate the delivery of goods to the cashier ...

According to the second version of one night, staying late at the office, Goldman literally stumbled upon an ingenious solution. His gaze lingered on the two folding chairs that stood in the corner of the room. And in my head flashed the thought that if you put on this folding design, two seats - one above the other so as to put them on the basket, attach the wheels to the legs and the back converted into a handle by which the whole composition to push forward. Buyer relief and store profits. Besides folding trolley will take up little space.

Goldman has shared ideas with Fred Young, a technician and a carpenter at the supermarket. A few months lasted experiments to create the optimal design of the truck. Goldman wanted a steel structure on wheels that could carry on itself two baskets of shopping - one for us at the usual place, and the other at the bottom, at the level of the legs. And seven months of improvements July 4, 1937 finished truck appeared on the trading floor Humpty Dumpty. Especially for this occasion the inventor invented and advertising trends: in the supermarket there posters on which was painted a tired woman with a purse in one hand and the filled basket in the other, and the text called for the inconvenience baskets, using a trolley on wheels. At the door of stores Humpty Dumpty attractive girls are offered to all incoming truck.



The first experience with carts at the store failed. The women refused to use the innovation, saying that tired to push the stroller and do not intend to do it also in the shop. The representatives of the fair sex is not so resented the assumption that they can not carry all the shopping on his mighty hands. Only older people positively embraced the new tool for shopping.

Then resourceful entrepreneur hired in each of its store in the group of people with a unique challenge. Each group included a girl of twenty-odd years, forty-year woman and a woman of retirement age, as well as a group of men of forty or fifty years. Duties of new employees was skating through the store carts filled with food. And the staff at the entrance of the store were able to contact the customers who came, saying, "Look, everyone is using the new truck. Why not try it and you? ". The result of the efforts of Goldman known to us - today carts offer almost all the supermarkets of the world.



The calculation was correct: very soon goldmenovskie carts have become popular not only among consumers but also among owners of other shops. And at the end of 1937 Sylvan Goldman has established separate production trucks - Folding Basket Carrier Co. By 1940, the entrepreneur gathered orders for seven years in advance, and soon he became a multimillionaire.

However, it took another 10 years until the truck Sylvan Goldman did not win all the supermarkets of the United States and then moved to Europe.

It should be added that Goldman was not greedy man: constantly sponsoring certain social events, for example, has allocated money for the construction of the Institute of blood in Oklahoma, where experienced physicians new tools to fight leukemia, built a Center of human relations, help religious communities. In 1965 he was awarded the Eleanor Roosevelt Award, in 1971 he became an honorary professor at the University of Oklahoma.

Along with Margaret, they lived more than half a century, or more precisely 53 years. November 15, 1984 Sylvain celebrated its 86th anniversary, and three days later his wife died unexpectedly. Even at the funeral Goldman felt unwell. Without his wife, he did not live a week - he died November 25, 1984.



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