Utotepia Shopping Trolley Project

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Utotepia Shopping Trolley Project Article · August 2004

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1 author: Mark Watson RMIT University 5 PUBLICATIONS 2 CITATIONS SEE PROFILE

Some of the authors of this publication are also working on these related projects:

The Economic Value of Strategic Design to Organisations View project

Available from: Mark Watson Retrieved on: 21 October 2016

Utotepia Shopping Trolley Project

Utotepia Shopping Trolley Project

Index 1.0 2.0 2.1 3.0 4.0 5.0 5.1 5.2 5.3 5.4 6.0 7.0 8.0 9.0 10.0 11.0 11.1 11.2 11.3 12.0 12.1 12.3 12.4 13.0 14.0

Introduction Background Origins Design Rationale Shopping Statistics Interview Methodology Basic Statistics Shopping Bags Travelling and Transport Maneuvering and Ergonomics The Bag The Trolley Bag Trolley Conclusion Recommendations Eco Design Principles Safe & Clean Dematerialising Effects Message Materials Strategy Use of Sustainable Resources Environmental Design Practice Cost Effectiveness Materials Report References

Mark Watson – Design Providence Eco Design Project

2 3 5 6

8 9 10 11

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1 August 2004

Utotepia Shopping Trolley Project

1.0

Introduction

This report reflects research carried out in the course of a project initiated by the Victorian Chapter of the Design Institute of Australia through their President Paul Charlwood, bringing together Education and Government in the guise of RMIT University’s Centre for Design and the State Government Department EcoRecycle Victoria.

Entries were called for and 4 - 5 projects were awarded funds to develop to concept stage proposals which where aimed at developing guidelines in product development for designers to use and help in reducing the use of materials and product in the market place that had a detrimental effect on the environment.

Our project was a concept proposed as part of a Masters Degree in Industrial Design that looked at Belonging and the imbuing of a sense of regionalism in an effort to cause a subconscious aversion to a disposable culture.

The concept was first aired at the International Interior Architect and Designer Conference in Killarney Ireland in 1998, leaving an open finding on the disposable shopping bag, the concept then developed was for a detachable bag on a trolley designed to reduce the use of and the need for plastic shopping bags.

This project offered us the opportunity to work through our concept with the input of a real client in the form of Ritchies supermarkets, a small chain (30+) of grocery stores in the Eastern suburbs of Melbourne.

I believe that with the move to a triple bottom line philosophy in Government, designers are well placed to assume their role in ensuring that the environment and culture are equally considered rather than the previous regime of rational fiscal economics.

We trust the project will illuminate the value of research to the design process, elevating it above a developmental process for the attainment of a commercial end, and identifying design as a genuine participant in the research community bringing benefit to the general community.

I would like to thank at this stage the persons that helped out namely my daughter Erin, Eddie Urias and my Wife Wendy and son Rennie for help with the survey.

Mark Watson – Design Providence Eco Design Project

2 August 2004

Utotepia Shopping Trolley Project

2.0

Background

In 2002 Senator Brown introduced a Bill to the Australian Federal Parliament (AFP 2002) for the charge of a Levy on the use of disposable plastic shopping bags similar to the Irish Government’s legislation which saw a drastic reduction in bag usage in that country.

The Federal Government through the Department of Environment and Heritage (DEH) decided to research the use of plastic shopping bags. The National Plastic Bags Working Group was formed through the National Packaging Covenant Council (NPCC 2002) and a National Code of Practice for the Management of Plastic Retail Carry Bags was drafted and the majority of large retailers signed up to it.

At the same time a report was drafted to analyse the impact of levies on the retail sector as well as environmental impacts of the variety of packaging strategies available at the time.

Titled ‘Plastic Shopping Bags – Analysis of Levies and Environment Impacts’ (DEH 2002) the report was drafted to inform policy and decision making to minimise harm to industry and the environment.

As a result draft legislation has called for a reduction in the use of the disposable plastic shopping bag, or singlet bags by 85% over a 4 year period, with an initial target of a 25 % reduction by December 2004. A drastic imposition on grocery retailers but one agreed to by them as signatories to the National Code of Practice. The Retail sector has since responded in a number of ways including the introduction of reusable bags.

This I see as a knee jerk reaction and typical of the business management mind set. Historically the development of materials handling systems in grocery retailing has suffered from this blinkered partial problem solving. It is apparent that the industry is not used to the concept of research and development, and prefer to buy in their systems rather than develop them.

2.1

Origins

The original shopping artifact would be the handled cane basket, the industrial age presented an alternative in the wire mesh basket as retailers started to develop the ‘chain store’ and saw its utility in its durability. The next development was the Sylvan Goldman trolley developed in 1937 with an improvement on this design by Orla Watson of Western Machine Company USA in 1947 with the telescoping or interstacking trolley.

Mark Watson – Design Providence Eco Design Project

3 August 2004

Utotepia Shopping Trolley Project

Recent developments have seen injection moulded plastic trolleys and / or baskets which have proved undesirable due to the flammability of the trolley. There has been no review of the total shopping process from the grocery store shelf to home pantry.

The singlet shopping bag was introduced as an alternative to the paper bag, there are arguments for the environmental effect of plastic over paper, plastic wins in the environmental use of materials but suffered from its durability, ending up as landfill for 20 to 1,000 years.

Bio degradable bags have been introduced but the degrading is a lengthy process still, and doesn’t combat the public concern of litter. The light weight nature of the plastic shopping bag allows it to become air borne even as land fill, ending up in creeks, streams and rivers, and eventually oceans.

Having maintained contact with the issue of the plastic shopping bag, I made contact with a major retailer to invite them to work on the idea, they politely refused to entertain the idea and wished for me to not paint them in a light of not caring, as they really do care.

I was introduced to Ritchies Supermarkets as part of the Independent Grocers Association (IGA) Chain, through the enthusiastic participation in the Government Shopping bag review by Ritchies Environmental Manager, Ms. Pam Craven.

Mark Watson – Design Providence Eco Design Project

4 August 2004

Utotepia Shopping Trolley Project

3.0

Design Rationale

As previosly stated, retail management not being familiar with R & D, they prefer to purchase their systems as buyers and sellers of goods. The idea of working through the shopper experience was a new concept, responsibility, for them ultimately ends at the supermarket car park.

We are still working with Ritchies through the Environmental Managers portfolio; the challenge is to move it into the operational arena.

The rationale was to review of the shopping process from store shelf to pantry, this has thrown up a number of unseen challenges.

4.0

Shopping Statistics

Ritchies indicated that the average purchase is in the 1 – 20 item range on a 2 -3 day visitation, more substantial purchases in the 20 – 50 item range occur on a weekly to fortnightly basis in line with electronic salary payment, which in Australia is on a consecutive time frame with the payment of pensions on a fortnightly basis.

We set out to research customer shopping patterns through a questionnaire designed to identify consumer data, knowledge on shopping bag usage and transport and ergonomic issues.

A pilot survey was conducted at Ritchies Wantirna store, with a sample size of 62 interviewees. These have been summarised after preliminary review as confirming Ritchies understanding set out in the first paragraph, but also reinforced views held by myself.

Mark Watson – Design Providence Eco Design Project

5 August 2004

Utotepia Shopping Trolley Project

5.0

Interview Methodology

A questionnaire was designed using 15 questions to gain an insight into consumer behaviour.

It was intended to film interviews to support the research, witnessing accounts discussed to support the questionnaire as it is widely known , questionnaires raise more questions than they answer and don’t provide tick boxes for every human circumstance.

At the 12th hour our client got cold feet and decided to not give approval for the filming of interviews. The reason given was concern for the privacy of customers, and that they may feel intimidated by the process.

This attitude reflects the paranoia around retailing and consumer sentiment, we found the interviewees only to eager to talk on the topics of bags and trolleys.

A preliminary summary of the research findings indicated a number of behaviours which may be interpreted as follows: 5.1

Basic Statistics

Of the sample interviewed nearly half did a major shop (25 – 50 items) once a week but made regular visits to resupply presumably for milk, bread, etc. The majority were small (2 -4 persons) to large (5 + persons) households with single person households a bit more than 20 %.

The weekly shop comprised 25 – 50 items for most with intermediate shopping trips for 10 – 25 items.

5.2

Shopping Bags

We read from the data that for these small trips they used the reusable ‘green’ bags but for the big shop they reverted to plastic singlet bags. There is a reticence to carry the 10 reusable ‘green’ bags required to do the big shop.

Most thought that biodegradable bags were beneficial, but a small percentage (about 20 %) determined that while biodegradable bags were better than what had been offered previously, these bags still produced litter.

A number of interviewees declared that they normally use the green bags but forget to bring them.

Some interviewees identified Coles Supermarkets (a major national grocery chain) as refusing to pack the ‘green’ bags, which I assume represents concern by staff about back strain from the load that the bigger bags carry. The current counters or check outs are designed for the use of the singlet bag which holds fewer items, therefore lighter. Staff have to lift the bigger bags approxiamately 400mm to the top level of the counter for the customer to collect.

The client Ritchies on accepting to work with us on this research seemed most concerned with customer sentiment about speed of unpacking trolleys and loading the reusable bags. The infrastructure of their check out counter is designed to facilitate the packing of the singlet plastic shopping bag, not the larger ‘green’ bags.

The research indicated that approximately 80 % indicated that they did not notice delays, and a larger percentage did not mind the extra time taken, they were more concerned with the time taken to use electronic funds transfer or ‘cards’.

5.3

Traveling and Transport

A staggering 88 % used their cars to shop at this suburban shopping plaza, only 9 of the sample indicated that they walked (obviously locals) and a similar number indicated that once home they physically carried the groceries inside to the pantry.

Mark Watson – Design Providence Eco Design Project

6 August 2004

Utotepia Shopping Trolley Project

5.4

Maneuvering and Ergonomics

Some 63% identified problems moving or manoeuvring the trolley, some found them hard to remove from the stacks of ‘parked’ trolleys, while others predominantly had difficulties steering the trolley.

While the majority had no problems loading and unloading the trolley a small proportion of 10 % identified difficulty in this function.

Generally few could identify any positive traits of the existing design of the shopping trolley besides the load capacity assisting the function of shopping.

When asked what would improve the trolley generally most identified maintenance such as faulty wheels and cleanliness as issues of main concerns.

Innovations suggested were bigger and better wheels, and brakes, but steering was a definite concern expressed by most. When fully loaded the trolley may carry 50+kg. and thus put pressure on body joints, particularly the knees.

Mark Watson – Design Providence Eco Design Project

7 August 2004

Utotepia Shopping Trolley Project

6.0

The Bag

There are 6.5 billion plastic bags used in Australia per annum, supermarkets supplying 53 % of this amount.

(DEH 2002) Biodegradable bags are good in principle, statistics revealing degradation in 4 days incomparable to the former 20 – 1,000 years, but in terms of litter, the bio bags still float for 1 – 5 days and sink to the bottom, degrading in 1 - 6 months. (DEH 2002) The environmental costs of growing the crops such as corn, wheat and potato, used in the polymer for the degradable bag, vary due to the amount of fertiliser required, likewise calico bags depend on environmentally harmful fertilisers and chemicals in cultivation.

Calico bags are used widely by ecologically sympathetic consumers as a statement against plastic or synthetics, but the ecological effect of fertilizers as well as farming practices such as irrigation on the environment used to grow the cotton used in calico bags are detrimental and obviously not widely recognised.

Recyclable reusable woven high density poly ethylene bags seem to be the instant answer yet the size of the bags (which my have to carry loads of up to 20 kg) put strain on the human frame and it is only a matter of time before compensation claims from check out staff and customers alike start to impact.

A reusable bag of the size of the existing singlet bags seems to be the logical answer. The average shop requires approx 4 – 12 bags; we are proposing the possibility of producing a sling / bum bag to accommodate the 12 bags which are handed to the check out staff and deposited into the trolley.

7.0

The Trolley

Ritchies reported that trolley loss is significant with cost incurred through reclaiming as substantial. Most trolleys end up in waterways, done so not by Ritchies customers but by local delinquents.

A visit to the Mount Waverley store saw 6 trolleys parked in a bus shelter adjacent to the supermarket.

Britain is investigating electronic measures aimed at locking brakes or releasing drag bars when a trolley leaves the car park boundary. This is not a problem generally only where stores are located in lower socio economic areas The cost of a trolley is estimated to be in the order of $600 per trolley, reclamation costs by councils are reported to be equivalent.

Mark Watson – Design Providence Eco Design Project

8 August 2004

Utotepia Shopping Trolley Project

8.0

Bag Trolley

The majority of shopping for retail groceries in Victoria is done using private vehicle, the automotive industry not bound by any restrictions gives us a variety of heights that need to be negotiated to access the boot / trunk. They vary with model type such as hatch backs, boot / trunk styles and barn door or hatch styles for ‘people movers’.

Our concept of a bag trolley to replace the wire mesh cage is designed to render the trolley undesirable to joy riders though obviously not a total deterrent. The concept of the detachable bag is designed to cause the shopper to remember to take with them the attachable bags reducing the need for the disposable bag.

There is scope for a trolley provided by the retailer and there is also scope for personal use shopping vehicles to assist in the shelf to pantry journey.

The concept for the personal use trolley proposed incorporates hydraulic lifting cylinders to raise and lower the bags into vehicles. The trolleys collapse similar to a golf buggy to fit compactly into vehicles.

A large rear wheel is designed to give greater assistance in climbing stairs and the wide tyre caters for a variety of terrain.

A ‘dead man’ braking system is proposed to reduce runaway trolleys with the brake system activated when a lever on the handle is not depressed. This lever relies on the hand resting on top of the handle to assist people with arthritis or similar disabilities.

The hydraulic up / down levers are also incorporated in the handle.

The bags are slid on to tube tynes / spars and released from them when the load is transferred to the vehicle floor.

The collapsible trolley can reattach the bags at the home of the shopper, with large rear wheels to negotiate stairs, the consumer can wheel the groceries to the pantry.

Mark Watson – Design Providence Eco Design Project

9 August 2004

Utotepia Shopping Trolley Project

9.0

Conclusion

It became evident that there was no magic wand that would instantly transform the retail grocery industry, with the sensitivity of costumer relations, research proved difficult with proposals to evaluate behaviours and processes stopped for fear of adversely affecting their customers.

More likely it was due to not being seen to condone the research for fear that they may be forced to accept the outcomes indicated by their customers, should they become aware of the concepts proposed.

It is obvious that the short term concept of the reusable ‘green’ bag has not been thought through, with little concern for consumer health and safety.

An opportunity exists to develop a holistic system to address this age old function and necessity of life, and I am astounded that it hasn’t been done already.

10.0

Recommendations

A staged introduction of an alternate system is required before a total market alternative is put in place. a. A replacement to the plastic singlet bag is required the bag needs to be of the same volumetric capacity as the singlet bag to assist the shopper and the supermarket staff. The current ‘green’ bag presents a serious Occupational Health and Safety concern as its load capacity is greater and the checkout workstation is not designed for it. There is anedotal evidence that these bags are causing concern, with certain outlets refusing to handle / pack the bag. b. A personal use trolley with detachable bags that assisted the shopper to remember to bring these bags to shop, With the target of 85% reduction of bag usage by 2007, it appears that the ‘green bag’ strategy will deliver the 25% reduction but a more drastic strategy to alter behaviour is requied. c.

Deployment of a utility trolley based on the same principles as the personal trolley in conjunction with the Australian Retailers Association.

Mark Watson – Design Providence Eco Design Project

10 August 2004

Utotepia Shopping Trolley Project

11.0

EcoDesign principles

The development of a concept for a system to combat the habitual use of the disposable plastic ‘singlet’ shopping bag (DSB), had proved daunting at first, but after meetings with Ritchie’s Environmental Officer (Pam Craven) it appeared that a measured and staged resolution could be reached.

Ritchie’s IGA are already focussed on the base principles related to here by Eco Design.

11.1

Safe and Clean

The retail food market is concerned in particular with ‘safe’ issues in the choice of materials used in conjunction with food, and Australian Standards around ‘food contact approval’. Hygiene is of particular concern as food residue, and vegetable matter can quickly convert to carriers of disease.

11.2

Dematerialising

Likewise, Ritchies already supply ‘biodegradeable’ bags as well as stocking reuseable bags for purchase.

11.3

Effect messages

Ritchies has just concluded its Environment Awareness week which is the start of a public awareness programme aimed at changing consumer behaviour.

12.0

Materials Strategy

The strategic aim of this project was to take a holistic view of the entire shopping process, from shelf to pantry.

This not only took into consideration the plastic shopping bag but also it’s modes of transport.

There is a need for a reuseable replacement for the DSB but it proved necessary to look at the shopping trolley as a vehicle and collaborator in the use of the DSB. Shopping trolleys are themselves polluters of the evironment with theft a major concern, there is evidence that it is also a major cost burden for Ritchies to retrieve those trolleys stolen or dumped.

A materials strategy around these two elements proved easy from the bag point of view, but the complexity amounted around the trolley.

The bag replacement saw examination of wear and tear resistance, and food contamination potential. After a view of materials available from Paskal Australia, which included woven nylons, and a variety of coated fabrics, it was not until discussion with Gale Pacific that the use of a 100% recycled HDPE was seen as the best choice.

The trolley as indicated proved the more complex with the major element, being a choice beween aluminium and steel. Aluminium is prefered as it is light in weight and anodising is a preferred finishing method. Recent developments in anodising chemicals and processes have seen the environmental impact of this process considerably reduced.

12.1

Use of sustainable resources

Care has been taken in the sustainability of the materials chosen, it is interesting to consider in relation to shopping bag alternatives that calico and natural fibre bags are of concern in regard to chemicals and farming practices used in the cultivation of their parent plants.

Mark Watson – Design Providence Eco Design Project

11 August 2004

Utotepia Shopping Trolley Project

12.1

Use of sustainable resources (cont’d)

Polymers that are reprocessable (thermoplastics) and easily demounted have been adopted in all cases.

Metals are the grey area in the selection process between steel and aluminium. The preferred material, aluminium has been chosen over steel for weight considerations, the environmental impact on shipping alone suggests that with the potential volumes of trolleys, and the likely International Country of manufacture (China) that this will become obvious.

Again coating of aluminium is of concern, but chemical and process advances are seeing this method reduce its environmental impact.

12.3

Environmental Design practice

The major focus has been on providing a better solution to materials handling than the present DSB, with that in mind an effort has been made to specify materials that do not create a nett defecit on the environment.

12.4

Cost effectiveness

Cost is always a consideration and early discussions focused on the down time on check out processing, this is an ongoing area of research.

Compared to the present situation, there appears to be a considerable saving in the investment of trolley cost, and a saving to the client in bags.

The cost as always will be borne by the consumer.

13.0

Materials Report revision 2 (July 11, 2004)

The basic concept is four detachable bags which may be fastened to a trolley.

The two elements – Bag and Trolley, are broken down as follows Bag Walls Strapping

100 % recycled HDPE – High Density Poly Ethylene – Shadecloth or equivalent – Gale Pacific Industries HDPE

Trolley Frame

Aluminium - round hollow section Finish – anodising

Wheels

Rims – Acrylonitrile Styrene Acrylate ASA Tyres - EVA - Ethylene Vinyl Acetate

Handles and connectors

Acrylonitrile Styrene Acrylate (ASA)

Fixings

Metal – aluminium alloy

Mark Watson – Design Providence Eco Design Project

12 August 2004

Utotepia Shopping Trolley Project

14.0

References

AFP 2002

Plastic Bags Levy (Assessment and Collection) Bill 2002 The Parliament of the Commonwealth of Australia, viewed August 30, 2004, http://parlinfoweb.aph.gov.au/piweb/browse.aspx?NodeID=964

DEH 2002

Plastic Shopping Bags – Analysis of Levies and Environmental Impacts Department of the Environment and Heritage viewed August 30, 2004, http://www.deh.gov.au/industry/waste/plastic-bags/pubs/analysis-final.pdf

NPCC 2002

Plastic Shopping Bags in Australia National Packaging Covenant Council viewed August 30, 2004 http://www.deh.gov.au/industry/waste/plastic-bags/pubs/npc-workinggroup.pdf

Mark Watson – Design Providence Eco Design Project

13 August 2004