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Hard on the heels of our story about IKEA’s “Mänland” initiative in Australia comes word of yet another retail effort focused primarily on men. The setting this time is a Sainsbury’s grocery store in London, where a partnership with television provider Sky is allowing shoppers to watch key sports events while they shop using in-cart iPad docks and speakers. The new Sky Go trolley, being tested in the Cromwell Road Sainsbury’s store in West London, comes complete with a tilting iPad holder and speakers along with an onboard battery with self-charging solar panel. All sports-minded shoppers need do is download the Sky Go streaming app onto their tablet and then load it into the shopping cart’s dock. From there they can keep up with all the latest Sky Sports News live while they do their shopping. Of course, such entertainment could prove distracting; to prevent any accidents that might result, the new trolleys also feature a front bumper complete with a sensor that beeps if the user strays too close to other shoppers. With today’s mobile and streaming technologies, there’s no longer any excuse for allowing customers to feel out of touch while they spend time in your store. Retailers around the globe: this one’s for you! Spotted by: Olli Paloheimo