From Wikipedia: Piggly-Wiggly

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At the time of its founding, grocery stores did not allow customers to gather their own goods. Instead, a customer would give a list of items to a clerk, who would then go through the store, gathering them. This created a greater cost and higher prices. Piggly Wiggly introduced the innovation of allowing customers to go through the store, gathering their goods, thus cutting costs and lowering prices.[2] Losses due to easier shoplifting were more than offset by profits from increased impulse purchasing. 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.[7]

Piggly Wiggly Corporation secured the self-service format and issued franchises to hundreds of grocery retailers for the operation of its stores. The concept of the "self-serving store" was patented[8] by Saunders in 1917.

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 customers selected merchandise as they continued through the maze to the cashier. Instantly, packaging and brand recognition became important to companies and consumers alike.[6]

The original Piggly Wiggly Store, Memphis, Tennessee, 1918

Piggly Wiggly was the first to:
provide checkout stands.[9]
price mark every item in the store.[9]
provide shopping carts for customers, starting in 1937 in Oklahoma.[10]

The success of Piggly Wiggly was phenomenal, and other independent and chain grocery stores changed to self-service in the 1920s and 1930s. At its peak in 1932 (see Clarence Saunders), the company operated 2,660 stores and posted annual sales in excess of $180 million. In November 1922, Saunders attempted a squeeze on the substantial short interest in the stock, running the share price up from 40 to 120 and profiting by millions on paper. The Stock Exchange Governors responded by deciding that a corner had been established in Piggly Wiggly and removed the stock from the Board, eventually forcing Saunders to turn over his assets to the banks that had financed his leveraged position. Saunders reputedly lost $9 million in the attempted corner.