Super markets - which are now a norm - have mushroomed all across the world, India included. The genesis for the supermarkets stem from a remarkable innovation that came from an young American (born in poverty) - Mr Clarence Saunders - who introduced the first ever super market to the world - the Piggly Wiggly. It was on this day - 6 September, 1916, that the first ever truly self-service grocery store of the world was opened with great fanfare in Memphis, Tennessee in US. Piggly Wiggly store was completely different from any other contemporary grocery stores of the time. The store had wooden shopping baskets (plastic ones are used in current times) open shelves, aisles for the movement of the customers, and no delivery boys to choose the products for the customer. The customer to the Piggly Wiggly was welcomed and s/he had a complete freedom to choose what to buy her leisure, walking through the aisles of the store and check out paying for what s/he picked to buy – all of which were previously unheard of. The rest, what they say is history.
The humble neighbourhood किराना (kirana) shop (grocery shop),
which most of my generation grew up with, has changed with time as a result of Clarence
Saunders and so also with technological advancements. It was not until the era
of economic liberalisation in India that the humble kirana shops remained the
prime movers of serving grocery and such other utilitarian food items to their
customers. My generation and so also those who live in the hinterland of the country
continue to depend on the humble neighbourhood kirana shop for their grocery
needs. The Kirana Shop - grocery stores of that time - encouraged their
customers to prepare a list of the groceries that they wish to buy and this
hand written list - on a small piece of paper often times on the back of a used
envelope or a newspaper etc. - was required to be presented to the boys manning
the kirana shop, standing behind the owner who would be seated on a chair
controlling cash box. These boys would then gather the groceries and other
materials listed on the piece of paper from the store shelves. Although the
customers did have the facility to see some small quantity of samples what they
wish to buy, but most often they had literally no choice to touch and feel the
product they wished to buy.
Clarence Saunders, a dynamic and innovative man, who was serving as a sales man
in a whole sale grocery store in US, was expected to increase the sales. This
mandated Saunders to travel extensively and meet retailers hold discussions and
motivate them to place orders with his whole sale store. During this period,
Saunders watched very carefully each of the retail shops and how they are
functioning and how their owners are managing their stores and how they
interact with their customers. He was convinced that the method followed by all
the retail stores resulted in wasted time and expense. He also observed that
often times the customers were expressing their unhappiness for not being able
to personally see and select what grocery items they wish to buy for their
homes. He, therefore, came up with an unheard-of solution that would
revolutionize the entire grocery industry. He developed a way for shoppers to “serve
themselves” and the result was the founding of the first self-service super
market concept which we now take for granted. He strangely called his grocery
shop Piggly Wiggly, a rhythmic sounding name, which also speaks of his interest
in poetry. The supermarkets and the ultramodern stores, which we see today -
with an ever-improving technology embedded in these super markets - owe their
genesis to a journey of their evolution that began with the outstanding
innovation by Clarence Saunders, who founded his revolutionary concept of self
service in the retail market.
Clarence Saunders was born on August 9, 1881 in a poor family in Virginia to his parents Abraham Warwick and Mary Gregory Saunders. Mary was the second wife of Abraham. Clarence was born when his father was 47 and his mother just 26. As fate would have it his mother died when he was 6 years. This meant that Clarence had no formal education. He went to school only for two years and the rest of his learning is all self-taught. He started working for a shop when he was just 12 years of age at 4 Dollars a month remuneration. He was expected to clean the lanterns and the wicks used in these old and decorative lanterns. He worked so passionately on his job and wanted to be the best lantern cleaner in the city. His vision to be the best in the market was taking roots at this young age. He worked in this shop from early morning to late night. Impressed by his commitment and his impeccable workmanship, his boss doubled his remuneration in just a month. The character to excel in whatever you do started taking shape in the young Saunders. He then changed many workplaces, each time gaining not just the experience but also increased remuneration. Even as he was working so very hard, he found time to read books, particularly literature and had up made up his mind to be self-taught. He also learnt maths – arithmetic - which he thought was important to succeed in life. This would serve him well in his career. At age 14, Saunders started working part time in a grocery store.
Armed with his experience of working in a retail store, Saunders soon found a
job in a whole sale market at age 19. In 1904, at 23, he moved to Memphis and
landed up with a good job in Shanks Philips and Company as a salesman in the whole
sale market at 85 Dollars a month. All through this period he had continued to
be self-taught including taking keen interest in literature and poetry. His
love for books drew him closer to be his wife – Caroline Amie Walker who he
married on 6 October 1903. His wife too loved books, particularly poetry. He
wrote poetry for his wife. In just two years of his joining Shanks Philips and
Company, his salary was increased to 125 Dollars a month. This gave him space
to improve his living life style and provided space and time for his
entrepreneurial ambitions. While serving in this company he made fair number of
notes and observations on how the retail stores work. He had also established
good rapport with many of the retail stores. In fact, he had motivated an
organised movement of the retailers who had collectively formed a store with
all their stakes in this store.
Having made a name for himself as an expert grocery wholesaler, Saunders
decided to embark on a plan of revolutionizing the grocery store - common
supermarket. He believed that there must be a better way to serve the customers.
He therefore, envisaged removing unnecessary material handling boys – clerks -
creating elaborate aisle displays and rearranging the store to force customers
to view all of the merchandise. His experience and innovative mind helped him
found a new revolutionary concept, of self-service shopping in retail market. All
these features were some of the characteristics of Saunders’ Piggly Wiggly
stores, which was opened on this very day, 6 September, 1916. It became a
ground-breaking enterprise that changed the face of retail market. When Piggly
Wiggly opened its doors in Memphis, Tennessee on September 6, 1916, it became
the first truly modern American supermarket. Though the Piggly Wiggly Store was
in complete variance from its competitors, the style became the standard for
the modern supermarket, and in 1922, just six years after it was opened, Piggly
Wiggly had grown into 1,200 stores in 29 states.
Until the beginning of the Piggly Wiggly stores, customers were typically
forced to wait behind a counter to request items stored beyond their reach and
view. With limited employees manning the counters, often times, the customers
had to wait a while for their turns to get what they wished. If other customers
were in line, people had to wait even longer. In the newly opened
"cafeteria grocery", Saunders moved the stockroom into the front of
the store and allowed customers to roam the aisles and select their own
groceries, the idea of which was truly revolutionary in 1916.
Saunders innovation, the Piggly Wiggly, a strangely sounding name, turned the
then existing retail market model on its head. Shoppers no longer needed to be
at the mercy of the grocer. They were invited into the store, handed a shopping
basket, and left free to move around the grocery store to touch and feel their
chosen items and know the price of each of the items. Shoppers to Piggy Wiggly
could pick and choose what they liked at their own pace and fill their cart and
checkout of the stores paying for whatever they selected. This may not sound
very impressive now, but imagine this concept one hundred six years back when
no one had ever thought of self-service grocery shopping the way Saunders
thought of it. Commemorating the centenary of Piggly Wiggly innovation the TIME
magazine paid tributes by stating “Piggly Wiggly was the original grocery
store, which not only introduced grocery carts, but also price-marked items,
employees in uniform, and the supermarket franchise model.”
Piggly Wiggly permanently changed the face of grocery shopping not only in
America but around the world. When people asked Saunders why he gave his
grocery store such a funny little name, he is reported to have said, "So
that people will ask that very question." It seems to have worked, because
even after the centenary of the Piggly Wiggly stores, people still ask the
reason for naming it with a strangely looking name. Saunders was also a master
marketing man and the launch of his new store was truly memorable and one could
quite easily compare his launch with the launch of the Apple products by their
founder late Steve Jobs. Saunders grand opening of his first Piggly Wiggly in
1916 had included a jazz band on top of one of the refrigerator units, a beauty
contest, flowers for the ladies, and balloons for children. History was made,
and reportedly several thousand people showed up to witness Saunders
self-service grocery shopping.
Piggly Wiggly store was an immediate financial success -- quicker for
customers, less labour intensive for the shopkeeper, the new format allowed
multiple customers to shop at the same time, and led to the previously unknown
phenomenon of impulse shopping. Saunders soon patented his self-service
concept, and began franchising Piggly Wiggly stores. Within five years, the chain
had more than a thousand stores, and was the nation's largest grocery retailer.
Sadly, during the Great Depression, Saunders was forced to sell the company
after a long financial battle with Wall Street investors. He went through bad
times in his business including losing his Piggly Wiggly and starting new ventures,
which initially succeeded but later failed. Having built and lost two major fortunes, Saunders
died on October 15, 1953. Leaving behind a legacy which will remain etched in
the annals of history and he will be remembered as the man who brought the
retail store into the twentieth century.
On this day which happens to be the 106th anniversary of the first
super market – Piggly Wiggly, we must remember that we go to a supermarket, we
must spare a thought for Clarence Saunders innovation, which made these self-service
markets possible. them possible. Long live Innovation, which is more than mere
conversion of knowledge into a workable technology. It implies an S&T-led
solution that benefits economy and human society and today when we are celebrating
our seventy five years of our independence – Azadi Ka Amrut Mohotsav – it is
time for us to invest more in the field of science, technology and innovation
as we aim towards becoming the second largest economy of the world much before
the targeted year, 2047.
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