South African online retailer, takealot.com, has taken responsibility for the thousands of shopping trolleys that have been put out of commission since 2011 due to the rise of e-commerce in South Africa. Social media sites were abuzz as Cape Town and Johannesburg commuters commented on quirky installations of abandoned trolleys sighted at various traffic intersections. The RIP Trolley initiative showcased the social problems of out-of-work shopping carts including homeless trolleys and trolley graveyards.
A documentary video released attributes the demise of the shopping trolley to takealot’s customer-focused ability to outperform traditional bricks-and–mortar stores in terms of service and speed of delivery. In advance of the annual SA eCommerce Awards takealot.com launched the adopt-a-trolley initiative which aims at giving shopping trolleys a renewed purpose in life either through a virtual adoption or through a bespoke order.
Head of marketing, Declan Hollywood said these repurposed trolleys would be available on a made-to-order basis at takealot’s newly acquired online store, Superbalist.com. “Superbalist is known as the curated, design & apparel centred online retailer which is focused on the millennial generation and so we feel this would be the best suited platform for these repurposed chairs.”
Local celebrities such as Jack Parow and Jeremy Loops have already placed their orders for a repurposed trolley that is fitting to their unique personalities. Hollywood challenged takealot’s e-commerce competitors to join the movement and add their voice to the adopt-a-trolley initiative. By downloading the adopt-a-trolley ap, online shoppers will be rewarded with a R50 shopping voucher to spend at takealot.com
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