Part of effective branding is making sure that everything you do and say is consistent. Everything Mercedes does is luxurious, everything Walmart does reduces costs, everything mini does is small, and so on. It helps hammer home the message to such a point that when you think of (company) you think of (quality). That said, why does Big Lots have such small shopping carts?
I would think a store with "big" in its name would at least have average sized shopping carts. Instead, (at least where I live) they have tiny shopping carts like the ones you would expect to find in drug stores. It also seems to detract from people who might be tempted to "stock up" on deals, by limiting the amount they can move around the store with a single cart. I would be interested to see if the size of the container you offer a shopper has a substantial effect on the amount they purchase. If so, Big Lots could certainly benefit from the adjustment.
Unless Big Lots offers these small carts to maximize shelf space by reducing aisle width, I might suggest they put the "big" back in Big Lots and upgrade to full size carts. Just my two cents, and possibly a lucrative thesis project.
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