Working closely with retailers across New Zealand, I’ve seen how everyday items in a store can shape the entire customer experience. One of the most overlooked examples? The humble shopping trolley. While it might seem like just a basket on wheels, a quality trolley can influence how long people shop, how much they spend, and how they feel while shopping.
In this blog, we’ll look at why investing in quality shopping trolleys makes sense. From ergonomics and comfort to shopping flow and store perception, we’ll explore how better trolleys improve the way customers interact with your store.
First Impressions and User Experience Start at the Entrance
A shopping journey often begins with grabbing a trolley. If the trolley is hard to steer, squeaky, or unstable, it can cause immediate frustration. On the other hand, a smooth, clean, and well-designed trolley sets the tone for a better shopping experience.
Customers want to feel at ease as they move through the aisles. A trolley that glides easily and doesn’t wobble gives them confidence to explore more of your store.
Here’s what good user experience looks like in a trolley:
Easy steering and quiet wheels
Stable design that doesn’t tip easily
Comfortable handle height for a range of users
Clean and well-maintained appearance
If customers are constantly fighting with their trolley, they’ll be in a rush to finish and leave. But if it’s effortless to use, they’ll take their time — and likely buy more.
The Role of Ergonomics in Comfortable Shopping
Ergonomics might sound technical, but in retail, it simply means designing things for comfort and efficiency. A shopping trolley with poor design can lead to sore wrists, back strain, or awkward manoeuvring — especially for older customers or parents with kids.
Retailers who invest in ergonomic trolleys create a better physical experience for all customers. Here’s how ergonomics makes a difference:
Adjustable or sloped handles reduce wrist pressure
Lightweight materials make movement easier
Smooth rolling wheels reduce the effort needed to push
Child seats help parents shop more comfortably
When a trolley feels natural to use, customers stay longer and move more freely. This comfort directly translates into better satisfaction and more time spent browsing.
How Trolleys Influence Shopping Time and Spending
Believe it or not, the type and quality of a shopping trolley can impact how much a customer buys. Research shows that larger or more comfortable trolleys can lead shoppers to spend more time in-store — and spend more overall.
Here’s why:
Spacious trolleys allow shoppers to pick up items without worrying about space
Organised layouts (such as two-tier designs) help separate fragile and bulky goods
Smooth navigation encourages customers to explore all corners of the store
On the other hand, if the trolley feels awkward or difficult to handle, shoppers tend to cut their trip short. This is especially true in busy stores or during peak times, where a slow or noisy trolley can add to stress.
By giving shoppers a trolley that moves easily and supports their needs, you're helping them focus on what matters — the products on the shelves.
Enhancing Brand Perception and Store Image
The small details in a retail environment add up. A row of clean, modern, and branded trolleys can elevate your store’s professional image. Customers associate quality trolleys with quality service — and this builds trust.
Trolleys also play a part in hygiene and safety, both of which have become even more important in recent years. Shoppers appreciate businesses that provide:
Trolleys cleaned regularly and clearly maintained
Handles that feel hygienic and comfortable to touch
Safe child seating with visible straps and safety features
These practical features help build loyalty. Customers are more likely to return to stores where they feel considered and cared for — and trolleys are a subtle but powerful part of that experience.
In summary, investing in quality shopping trolleys is more than just upgrading equipment — it's about improving every step of the customer journey. From the moment they enter your store to the final item they place in their cart, a good trolley supports them, physically and mentally. It encourages longer visits, boosts comfort, and reflects your commitment to customer satisfaction. If you’re looking to upgrade your trolleys or explore better options for your business, Mills Display offers a range of commercial-grade trolleys designed with New Zealand retailers in mind. Get in touch today — your customers will thank you.
