Check it Out: Rich's Puts Cashwraps Near Exits

A report out of Atlanta says Rich's will begin using shopping carts and central checkouts in a test at its Town Center store in Kennesaw, Ga. It is not yet one of its Atlanta-area stores.

Federated Department Stores (Cincinnati), the parent company of Rich's (which is part of the department store organization's Atlanta-based Rich's/Lazarus/Goldsmith division), has been testing carts and central checkouts at its new Lazarus store in Easton Town Center (Columbus, Ohio). The company says the test was deemed a success and the features will be rolled out in 10 to 15 Federated stores around the country. It will eventually reach all Federated stores, including those from its New York-based Macy's and Bloomingdale's divisions.

“It will be coming to all of our stores,” said Federated spokeswoman Carol Sanger. “It's all about convenience.”

It's also about competition. “The entire world of department stores has been turned on its head,” says retail observer Kurt Barnard. “Department stores are trying to find ways to combat the onslaught [from discounters such as Kohl's, Target and Wal-Mart] that is taking so much market share from them.”

The Rich's shopping cart test includes 100 soft, mesh convertible buggies with child seats. The main basket folds forward to make room for large boxes on the bottom rails. Each will have three mesh pockets, hooks for purses or hanging items, and cup holders. The wheels are similar to those on jogging strollers.

The checkout lanes will be at store exits, so that salespeople don't have to leave their stations to ring up purchases. Federated officials say the new checkout system will not mean employee cutbacks.