Minneapolis-based Target Corporation debuted Design Continuum’s redesign of its shopping carts in 2006. Typically, shopping carts are purchased from third-party manufacturers and are made of heavy steel and are difficult to maneuver, prone to rust and breakage, have wobbly or squeaky wheels, and are likely to damage automobiles in parking lots. The Target cart is made of recycled, rustproof plastic, features easily replaceable parts, and is much lighter and easier to maneuver with its ergonomic wrap-around handle. An early touch point in the customer’s retail experience, Target’s signature red shopping carts signal the brand’s distinction at the door as well as in the parking lot.