![]() The customers selected merchandise as they continued through the maze to the cashier. Customers at Piggly Wiggly entered the store through a turnstile and walked through four aisles to view the store's 605 items sold in packages and organized into departments. The concept of the "self-serving store" was patented by Saunders in 1917. ![]() Piggly Wiggly Corporation secured the self-service format and issued franchises to hundreds of grocery retailers for the operation of its stores. Others were initially experimenting with this format, which came to be known as a "groceteria", reminding people of cafeterias, another relatively new, self-service idea. Losses due to easier shoplifting were more than offset by profits from increased impulse purchasing. Piggly Wiggly introduced the innovation of allowing customers to go through the store, gathering their goods, thus cutting costs and lowering prices. This created a greater cost and higher prices. Instead, a customer would give a list of items to a clerk, who would then go through the store, gathering them.
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